Ethan Milne, a Marketing PhD student at Ivey Business School, dives into the relationship between consumer behavior and mental health treatments. He discusses a case of a young man with major depressive disorder who worries about authenticity in using synthetic medication. The conversation explores preferences for natural over synthetic treatments, transparency in research, and the appeal to nature fallacy. Milne emphasizes informed decision-making in healthcare while shedding light on how social media influences consumer support for treatments.