Wellness or Business? Understanding the Reality Behind Women-Targeted Consumerism
The multi-trillion-dollar wellness industry appears to offer solace and solutions, especially for women, but beneath the facade lies a complex reality. Wellness consumerism, particularly targeted at women, often skims the surface, offering sedative self-care products rather than substantial solutions for authentic change.
Selling nirvana through wellness products
The industry's marketing strategies capitalise on pain points, crafting gimmicks that promise instant remedies without delving into the root causes. Wellness has become commodified, eclipsing the importance of education and genuine understanding of what constitutes real wellbeing.
Journalist Rina Raphael's poignant observation resonates deeply: "The wellness industry 'really gathers the masses with certainty.' They say, 'I can definitely help you. This supplement is definitely going to cure your symptoms.'" The allure of definitive solutions hooks people in, fostering a belief in the industry's offerings.
Wellness represents a trillion dollar market
According to a 2019 report by the Global Wellness Institute, a non-profit advocacy organisation, the industry represents a $4.4tn market. A 2021 NielsenIQ report declared health and wellness “THE single most powerful consumer force”.
The wellness industry's breadth is staggering, ranging from tried-and-tested practices to the bizarre and potentially dangerous, such as advocating crystal dildos or unconventional treatments like castor oil for cancerous tumours. Wellness, once a notion tied to occasional doctor visits, has morphed into an unending quest to conquer sickness, sadness, stress, and even mortality.
However, for all the financial investments made in wellness, the indicators of good health continue to lag. In the United States, where healthcare spending amounts to over 18% of GDP, life expectancy at birth is lower than in many other high-income nations. Mental illness affects more than one in five adults, and research suggests that U.S. workers rank among the most stressed globally.
Using pain points to sell ‘miracle’ products
Raphael's astute observation: "We have become a self-care nation, though arguably one that still lacks the fundamentals of wellbeing." This stark reality encapsulates the dichotomy between the industry's promises and the reality of health outcomes.
Amidst the glittering promises and alluring products, the fundamental understanding of wellness seems lost. Rather than focusing on true wellness education and holistic health practices, the industry capitalises on a narrative that perpetuates a cycle of temporary fixes and unfulfilled promises.
It's time to shift the paradigm
Genuine wellness isn't found in a bottle of supplements or a quick-fix solution; it's rooted in holistic care, education, and addressing systemic issues. To truly grasp wellness, we must veer away from consumerism and embrace a deeper understanding that empowers individuals to cultivate lasting, genuine wellbeing.
Do your own due diligence when researching tips for your health, understand what works and what doesn’t work for you, what feels right and good, and work with a certified professional who can equip you with the tools to understand your health better. Remember, there are no quick fixes when it comes to our health. However with the right habits in place and consistent action when it comes to your health, you will see changes that no bottle of supplements or magic creams will ever be able to give.
