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There’s no denying that, in today’s world, there exist many companies in many industries that will eschew business ethics—and even business law—in the interest of increasing profits.
There’s no grey area here, either: You’re either on the level, or below it. Let’s take a closer look at what that means … and how to avoid the pitfalls.
Keeping business operations legal is vital for companies operating in any industry.
This is especially true for companies whose ability to stay in-line with the law can have a direct impact on their audience’s health and safety. Depending on your niche, there are a variety of things to consider with regard to legal business operations.
For companies selling vitamins, beauty products, or any other item that the user ingests or applies to their body, the materials used need to be non-toxic, and adhere to the stipulations set forth by the FDA (or the equivalent administrations when operating in other countries).
If your company provides experiential services requiring the use of any sort of equipment, this equipment needs to be fully-functional and up to code. For example, weightlifting equipment—as well as the area surrounding said equipment—may be subject to certain regulations, depending on the jurisdiction in which the company operates.
Finally, any claims you make—about your products, staff qualifications and certifications, etc.—need to be 100% accurate. More than just accurate, they also need to be clearly interpreted; making claims that are technically true while still being misleading will likely lead to some kind of legal trouble for your business down the line.
As a test case, consider Rohr Remedy, a natural skincare wholesaler and retailer based in Australia. Their skincare products follow the tradition of natural medication used for over a millennia by the Australian Indigenous people.
The company’s philosophy page details exactly what natural ingredients mean—walking the line between under-reporting and being overly technical:
“We value good science that proves the pharmaceutical benefits of Australia's native plants. We respond to the demand for integrity in the formulation of skin care products and use only wild-harvested native plant extracts and other natural ingredients rich in essential vitamins and minerals, antioxidants, antibacterials and folates.
“We ensure all products are free from parabens, phthalates, petrochemicals, Propylene Glycol, sulphates, synthetic fragrances, Bisphenol A (BPA), artificial colours, aluminium and silicones. All our products are cruelty and palm oil free.”
For inspiration and insight, watch the full case study here:
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In fact, Rohr Remedy also exemplifies the next trend:
In discussing sustainability, we’re talking about both the legal and moral aspects of running a health and wellness business.
Again, the legal side is that you need to adhere to the laws regarding use of materials and resources—and the creation of byproducts through the use of said resources. Even if your customer-facing product or service is in good legal standing, this won’t matter if your overall operations go against the law in any way.
In addition to many other things, this involves:
Not only is this just the morally-correct way to operate—it’s also the most effective way to run your business, as well.
If you can make all three happen, there’s little doubt your health and wellness business will be on its way to major success.
By now, we’ve made it pretty clear that your top priority should be to help your customers grow in whatever way you’ve promised to help them.
Still, it’s worth pointing out how the importance of this sentiment differs in the health and wellness industry as compared to many other niches.
Take the fashion industry, for example. If a consumer purchases a shirt from a new retailer, and the shirt’s colors fade after only just one wash cycle … well, the customer isn’t going to be happy, for sure. But, this subpar experience probably isn’t going to be that big a deal to the unhappy customer; they’ll likely just decide to not buy from the brand again, and simply move on with their lives.
However, it typically takes a decent amount of time and energy on the consumer’s part in order to see results from a health and wellness product or service.
Keep your customers’ health and wellness as your top priority, and profits a close second. If you can achieve the first, the second will be sure to follow.
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