Bonus: How the Wellness Industry Is Shifting to Stay Ahead of Consumer Skepticism with Rina Raphael
Nov 24, 2023
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Journalist Rina Raphael discusses the wellness industry's response to skeptical consumers, the influence of the COVID-19 pandemic, Gen Z's rebellion against productivity-driven wellness, and the concept of science washing.
Consumers are seeking more evidence-based approaches in the wellness industry as they become skeptical and question the scientific validity of various wellness trends and practices.
The prevalence of ridiculous wellness products is declining as consumers become more discerning in their purchases, but there is a rise in science washing as companies use scientific claims without genuine evidence-based practices.
Deep dives
Changing Consumer Behavior Towards Evidence-Based Wellness
The wellness industry is undergoing changes as consumers become more skeptical and demand evidence-based approaches. The COVID-19 pandemic has prompted Americans to reevaluate their health and wellness, leading to an increased interest in evidence-based medicine and scientific knowledge. Simultaneously, the pandemic has also fueled suspicion of the medical establishment among certain groups. Consumers are now seeking more evidence for the products and services they invest in, as they question the necessity and scientific validity of various wellness trends and practices. Gen Z, in particular, is rebelling against the perfectionist and consumerist version of wellness, embracing a more moderate and mindful approach. This shifting consumer behavior is driving brands to adopt new messaging strategies that prioritize levity, humor, and happiness over fear-mongering.
The Evolution of the Wellness Industry and the Impact on Consumer Trends
The wellness industry is evolving in response to changing consumer behavior. One noticeable change is a decline in the prevalence of ridiculous wellness products flooding the market, such as CBD-infused leggings and activated charcoal toothpicks. Consumers are becoming more discerning after trying and realizing the inefficacy of such products. Rather than falling for the next wellness trend, they are now pausing and considering their purchases more carefully. However, the downside of this trend is the rise of science washing, where companies use scientific language or claims to appear evidence-based without truly backing them up. Overall, while the wellness industry is adapting to consumer demands, there is still a need for vigilance to ensure genuine evidence-based practices and avoid misleading marketing tactics.
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Shifting Landscape of the Wellness Industry and Skeptical Consumers
In this bonus episode, journalist and The Gospel of Wellness author Rina Raphael returns to discuss how the wellness industry is changing to respond to more skeptical consumers—and why that might be making it even harder to tell what’s truly evidence-based.
Rina Raphael is a journalist and the author of The Gospel of Wellness: Gyms, Gurus, Goop, and the False Promise of Self-Care. She writes for the New York Times, Los Angeles Times, Wall Street Journal, New York magazine, and Fast Company, among other publications. Her wellness industry newsletter, Well To Do, covers trends and offers market analysis.
This episode is for paid subscribers. Listen to a free preview here, and sign up for a paid subscription to hear the full episode!
Christy's new book, The Wellness Trap, is now available wherever books are sold! Order it online or ask for it in your favorite local bookstore.
If you're looking to make peace with food and break free from diet and wellness culture, come check out Christy's Intuitive Eating Fundamentals online course.
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