Bloomberg reports that the wellness sector has experienced rapid growth. In 2022 it was worth USD 5,61 trillion and Bloomberg predicts continued growth of 57%, reaching USD 8.5 trillion in 2027. The increase can primarily be attributed to a shift in consumers’ changing relationship with healthcare, especially during post-pandemic times and in an era of ever-changing health and body standards. Wellness is a personal journey that aims to strike a balance between mental health, physical health, and social well-being. Recent years, the perception of wellness and health has become one-dimensional in order to increase industry growth and revenue. Due to misleading marketing promises, diet trends, technological innovations and celebrity and influencer culture, people are compelled to spend exponentially to achieve the “ideal” image of health in a shorter time through wellness treatments and trends.
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What is health and wellness, and why the dramatic shift?
As explained by a certified intuitive eating counsellor, author, and speaker, Alana Van Der Sluys in her TED talk, she shared her image of health — imagining young white women decked in yoga attire and carrying yoga mats. She stated that the wellness sector has created a false and unrealistic ideal of health. In an effort to capitalize on the growing popularity of wellness, the collective image of health presented to the public sends a message that it is necessary to have a clear complexion or a thin body in order to feel confident and satisfied. Van Der Sluys also asserts that the industry was elitist, that the image is oversimplified, one dimensional and exclusionary — presenting consumers with the idea that those not of a certain status cannot pursue health and wellness.
Her logical argument reminds that with shifting consumer habits, it is inevitable that companies wish to capitalise on it — regardless of whether it is truly beneficial for a consumer. In the past, the wellness industry promoted a balanced lifestyle. It condemned fads and trendy diets. They also advocated gradual and slow lifestyle changes as the best way to improve health. Whereas it has now warped into marketing schemes that present expensive experiences and treatments to achieve fast results and a quick fix to an individual’s health goals. Furthermore, with the dramatic and overwhelming shift in marketing shortcuts to health as well as public figures in the media displaying extreme body and lifestyle standards, the wellness industry has created an air of urgency within consumers, allowing them to capitalise on people’s insecurities and desire to achieve the “ideal image”. Hence, it is unfortunate but unsurprising to understand the industry’s fixation on fast results.
Misleading Marketing Promises
There are copious examples of treatments and plans that promise to “fix” one’s health acceleratedly. Workout plans typically market themselves with bold claims of rapid weight loss, with advertisements highlighting significant weight loss in short periods, often using tag lines such as “Lose 10 pounds in 10 days”. The social media world and appearance-obsessed culture have influenced Gen Zs, millennials and others to put a lot of value on their appearance. These factors cause consumers to be hungry for quick fixes which guarantee their desired appearance. Businesses then offer them expensive workout programs that promote unhealthy habits in order to appease their insecurities.
When marketing relaxation and mental health products, similar tactics are used. They often promise instant stress relief when marketing products such as essential oils or trendy relaxation pods. Modern life is so demanding that the lines between work and home are increasingly blurred. Consumers look to wellness industries for solutions to their declining mental health. In the rush to find salvation, consumers are lured by expensive treatments such as sensory deprivation and sound baths that promise instant stress relief. However, these claims have little support from scientific studies. However, considering that these experiences are popularly promoted on social media, consumers and an individual’s need for stress relief are compelled to try these fad trends. Also, it is important to note that consumers may be influenced by a “placebo effect” and experience relief within the confines of their experience. In addition to a placebo effect, the promise of instant relief can encourage brand loyalty. The industry benefits by offering a temporary fix which is not sustainable over the long term.
These businesses are responding logically to the increased market demand to meet consumer needs. These marketing promises, however, are misleading and don’t benefit the consumer. To generate revenue, they rely on false statements or unhealthy habits. They prioritize finances over ethical implications.
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Influence of Celebrity Culture
Celebrities have a significant impact on the social media world. This has led to a dramatic shift in recent years from slender figures to full-figured figures. In an appearance-obsessed society and the exclusionary image of “ideal health”, many look to figures in the entertainment industry as a baseline for the ideal body. In part, this is because the younger population consumes so much digital content. As a result, celebrities are seen as idols, aspirations, and role models due to their fame, fortune, or glamour. It’s in our nature to seek social acceptance and belonging. We tend to adopt trendy habits and follow the latest trends to satisfy this need. Hence, it is reasonable to see why the general public strives to follow wellness trends and desires to adhere to society’s perception of an ideal body.
Ozempic, the infamous drug, has found its way to Hollywood’s inner circle. This diabetes medication is well-loved for its dramatic side effects, which include weight loss. It also works in a very short period of time. Social media is flooded with celebrities who claim to have slimmer bodies after taking the diabetes medication. However, most deny that it was a quick fix and attribute their new look instead to fads diets and niche wellness treatments. The celebrities often promote wellness treatments that promise fast results, leading customers to believe they will achieve the same. This is overtly deceiving and harmful to impressionable audiences, as with these treatments, figures are usually paid to promote — resulting in a futile effort to achieve the “ideal body” through ineffective and even harmful treatments and diets.
Consumer Perceptions & Diet Trends
In addition, celebrities also emphasize the importance of eating fresh food to achieve a desirable level of health. They prefer fresh produce over the frozen variety. Even though frozen foods are sometimes a good option because they preserve the nutrients of certain foods, fresh produce is still emphasized, especially organic and non GMO products. Alana van Der Sluys explains in her TED presentation that these practices create a visual aesthetic. They state that fresh, non-GMO and organic produce is healthier. This subtext implies that only those with the means to afford it can buy them. The subliminal narrative created by the emphasis on wellness treatments or expensive diets gives off an air of power and privilege.
As the wellness industry grows, its costs are also increasing. It is important to note that the rise of the wellness industry and its popularity among the rich and well-known conveys a message of wealth and status. Tapping into a human’s desire to gain social approval, individuals who experience these advanced or expensive treatments tend to share it on social media to portray an image of health and status. Social media and marketing influence this trend to short-term programs, rather than long-term commitments.
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The consequences of focusing on fast results
In order to capitalize on the consumer’s needs and insecurities, the booming wellness industry is forced to use misleading marketing techniques and make false claims. There are many implications, such as the possibility of unhealthy practices, since quick-result diet and workout plans can lead harmful habits, such as extreme dieting or over-exercising. These habits, however, are not sustainable and effective on the long-term. Additionally, psychological implications of unmet expectations are likely to arise; given the fixation on fast results, one might experience feelings of disappointment, insecurity and negative self-image if quick results are not noticeable or the “ideal body standard” is not achieved.
Considering the various facets of the wellness industry, it is clear that a portion of the sector is forgoing scientific backing and ethical concerns to capitalise on consumer insecurities and a desire to achieve the “ideal image of health and wellness”. The wellness industry needs to be more realistic and transparent with their treatments, and promote a balanced lifestyle for everyone regardless of size or resources. It is important to have a more inclusive view of health and well-being, which will help the industry grow.
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