Most brands (the companies behind them) assume their biggest battles are inside the category.
They’re wrong.
The biggest threat to FMCG and wellness brands in 2026 isn’t competition. It’s Cultural Drift — the widening gap between what the world signals and what your brand expresses.
Here’s how cultural drift actually works (few leaders understand this):
Culture moves →
Consumers reinterpret meaning →
Categories reshuffle →
Competitors reframe →
Your brand stays still →
Relevance erodes silently.
No crisis.
No disaster.
Just a slow, compounding misalignment between you and the world you’re trying to matter in. A brand can be well-run and still drift. In fact, the more established the brand, the more likely it is to drift because internal momentum is often stronger than external change.
FMCG and wellness brands are especially vulnerable because:
- tastes evolve faster
- rituals shift
- identity signals matter more
- wellness culture moves weekly
- consumers upgrade their expectations continuously
The problem?
Most organizations don’t measure cultural drift.
They only feel it when innovation stalls, campaigns flatten, retailers push back, pricing power weakens, or category adjacency disappears.
By then, you’ve already lost ground.
If you want clarity on your own cultural drift — and how to close it — I can run a Brand Relevance Score™ for your brand.
Email hello[at]originalminds.co
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