Recently, at the JujuBee think tank, we have been reflecting on whether we are a lifestyle brand or a performance brand. While this kind of categorization may not be essential, it does spark deeper thinking about our mission and its significance. Through these discussions, we reaffirmed that our purpose is to cultivate a developmental mindset that enhances both personal and social health. At the heart of this approach is prosocial learning. Traditionally, development is seen as an individual pursuit, often stopping at the relationship level. At JujuBee, we extend this focus to emphasize how we connect and stay connected—with others, whether for work or leisure, remotely or in person.
A comprehensive understanding of health is crucial. We must consider multiple dimensions: physical health, ensuring our bodies receive the right balance of nutrients to function optimally; emotional and mental well-being, maintaining stability and resilience; and social health, which is fostered through meaningful relationships at home and in the workplace. At times, we may need to adjust or temporarily sacrifice one aspect of health to support another. For example, staying up late to complete a project may impact our physical and mental well-being in the short term but contribute to the health of a team or organization in the long run.
Many organizations have historically separated professional and personal lives, dissociating individual aspirations from corporate objectives. Capitalism, in its traditional form, often struggles to reconcile these elements, creating a division between who we are at work and who we are in our personal lives. This systemic disconnection has, in some cases, led to a culture where dishonesty and greed are tolerated in business for the sake of shareholder interests, without reflecting on an individual’s moral and ethical compass.
At JujuBee, we believe it is time to step back and re-educate ourselves in a more holistic and prosocial way. By prioritizing and valuing relationships, we can enhance our overall well-being and develop a deeper sensitivity to the needs of others. Healthy living skills have always been essential, but modern society has, at times, neglected their importance. Our mission in 2025 is to shift the focus back to fostering well-being through meaningful connections. We are shaped by those around us, and through nurturing these relationships, we become the people we aspire to be.
