In this episode of Follow the Rabbit, we explore the cultural shift that’s made health the new luxury. We dive into how this trend shows up in pop culture and technology, starting with American Psycho and how Patrick Bateman’s obsessive grooming routine helped shape modern men’s health culture.

We look at how luxury consumption changed after the 2008 financial crisis, leading to more subtle displays of wealth, with health taking center stage. The rise of the quantified self movement—pushed into the mainstream by devices like the Apple Watch and Oura Ring—has transformed personal wellness into a status symbol, helped along by celebrities and athletes.

From unconventional trends like IV drips to the shifting narrative of work-life balance, where health routines become a marker of status, we break down the contradictions within this trend. Health as luxury will be a recurring theme in future episodes, and we invite you to share your own thoughts and experiences as we continue exploring this evolving cultural shift.

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Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske

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