A Q&A with Emily Wentz, Market Manager at Wieland Healthcare

We sat down with Emily Wentz from Wieland Healthcare to talk about the role of human-centered design in healthcare. Our conversation explored everything from sustainability to the challenge of creating durable, long-lasting products for demanding environments, all while designing spaces and furnishings that feel warm, welcoming, and like home. Keep reading to hear Emily’s insights and the impact this approach is making in healthcare design.

Values-Driven Branding

Why Smart Brands Are Going All-In on AI Transparency

The question isn’t whether or not consumers will find out how we’re using AI: it’s when, and whether we’ll be ready for that conversation.

Values-Driven Branding

The Power of Parasocial Relationships

Remember the days when TV anchors felt like family friends, even though they had no idea you existed? That one-way emotional connection, what psychologists call a "parasocial relationship”, has evolved into something far more powerful. When a brand shows up like a familiar voice in someone's daily routine, it stops feeling like a product and starts feeling like a partner.

Lifestyle Marketing

Gamification: The Good, The Bad, The Hopeful Future

For home and lifestyle brands, gamification isn't just about engagement. It’s about building meaningful, lasting connections through creative strategies that feel aligned with everyday life. This is especially important to the New American Middle, a demographic that values authenticity and responds well to experiences that respect their time, reflect their values, and feel intentionally crafted.

Values-Driven Branding

Sustainability and the New American Middle Consumer

For today’s consumers, sustainability is far from a once-a-year priority or something that can be taken care of with surface-level promises. It’s a key factor in how they choose what to buy, who to trust, and which brands earn their loyalty.

Brand Expression

Praising the Roof

The most influential American architect may not be Frank Lloyd Wright or Frank Gehry. He may not have been named Frank at all.

Brand Development

How Great Jones Cookware Rebranded the Old American Dream for the New American Middle

Great Jones Cookware have taken great care to understand and appeal to the core values of their audience and market to them where they live.

Home Goods

The Power of Women Creative Directors

At Britton , we don’t call our team “female creative directors.” We just call them creative directors—because that’s what they are.

Marketing to Women

Why Visual Branding Matters More Than Ever

In a world where attention spans are shorter and social feeds move at lightning speed, just being seen isn’t enough. Brands need to be recognized, remembered, and actually felt to make an impact.

Brand Expression

How Brands Win Consumers by Prioritizing Family

NAM consumers prioritize inclusivity, flexibility, and emotional connection, seeking brands that reflect their lived experiences. Companies that embrace these evolving dynamics build stronger brand loyalty, while those that rely on outdated structures risk losing relevance. Let’s explore how brands like Subaru, Disney, and Spoonflower are successfully connecting with NAM consumers through adapting their strategy—and how others can do the same.

Lifestyle Marketing

The New Standard of Brand Loyalty: Aligning Quality and Values for Lasting Engagement

Consumer loyalty is undergoing a profound transformation. Where once recognition and price dictated purchasing behavior, today’s buyers—especially within the New American Middle (NAM) super consumer group—seek brands that align with their values, lifestyle aspirations, and commitment to quality. This shift presents both a challenge and an opportunity: brands that embrace it will cultivate deeper connections, while those that ignore it risk fading into irrelevance.

New American Middle

Building a Brand with Cultural Momentum

Some brands fade into the background. Others become part of the cultural landscape, woven into conversations, movements, and everyday life. What separates them? It's not just marketing. It’s cultural momentum.

Brand Development