Our mission is simple: to inform and inspire.

We fulfill this mission by equipping you, our audience, with the products, services and knowledge to help you celebrate your life as an adventure.

When Primary Goods is at its best, we are able to act as your trusted advisor to navigate the wide (and wild) world of wellness. Each day, our reporters come into the office excited to inform, educate and empower you to make choices that impact your ability to live well – in a way that’s affordable and accessible. We understand each individual’s path is unique, and is deserving of coverage in a way that’s holistic and equitable.

It is our sincere hope that through the content we’ve produced – articles, podcasts, events, shows, and so much more – you’ll feel empowered to celebrate and make the most of your life. And on days when that feels impossible, our hope is we can improve it by just a little. We understand that your wellness is a personal journey, and we’re honored to be a part of it.

We Believe

1

We understand trust – so we’ll only recommend products that are worth the price and by sharing our entire experience (the good, the bad, and the ugly).

2

We’ll only ever write about products/services that we would choose for ourselves and recommend to our closest friends and family, because we believe you’re one of them.

3

We aim to elevate your daily life by eliminating the noise and focus on making your life more manageable, beautiful, and most importantly, fun.

4

We’ll maintain 100% editorial independence and honesty even for affiliate-linked or sponsored products – no exceptions.

5

We believe in an intense research-backed approach as the foundation of every piece of content we publish, even if committing to it costs more time, effort, and resources.

6

We’ll craft a meaningfully diverse & inclusive space for all people – a minimum of 25% of our content will feature brands with founders and owners from underrepresented groups.

7

We operate with the view that sacrificing mental health for physical health is not, and will never be, worth it – we hold both to be equally important.

8

We understand that we cannot truly be well if the planet is not – all things being equal, we strive to elevate and promote products that are non-toxic and harmful to the environment.