Culture of Health

We connected RWJF's "Culture of Health" initiative to the lived experiences of the large and growing audience of middle-income millennial parents.

What GOOD did

The Robert Wood Johnson Foundation focuses its grantmaking and communications to build a “Culture of Health” in the United States. Distilled from 25+ in-home and expert interviews, GOOD developed a nuanced understanding of the health- and wellness-related hindrances and hacks that millennial parents experience on a daily basis. These insights will help guide $300 million in Foundation grantmaking as well as inform the design and launch of new products or offerings that seek to empower middle-income millennial parents to build cultures of health with their families and communities.