The term ‘well-being’ is used more and more to highlight ways to take care of ourselves and each other; plus opening up communication within our workplaces and communities about the importance of attending to our physical, emotional and mental health. But is ‘well-being’ also at risk of being seen as just a marketing tool, as the term also becomes attached to so many different aspects of our lives, including products and services? Claire and Sue discuss the potential impact of this and how we can make sure that well-being works for us in the way we need it to.