The Business of Wellness

1. Identify a problem – real or perceived.
• Stress, fatigue, bloating, aging, low energy.
2. Sell a solution – a product, program, or ritual promising quick results.
• “Detox your body in 7 days!”
• “Reverse aging with this one supplement!”
3. Amplify insecurity – marketing leverages fear, shame, or comparison.
• Before-and-after images, influencer testimonials, curated social feeds.
4. Encourage repetition – products are often subscription-based, so the cycle continues: buy, fail, buy again.

💡 Fun (or scary) fact: Fear-based wellness marketing disproportionately targets women, who are statistically more likely to experience social pressures around appearance, health, and productivity.

Companies frequently use:

• Latin-sounding ingredient names to appear scientific
• Words like “cellular detox,” “biohack,” “cleanse,” “adaptogen” (without context)
• Influencers or “experts” with credentials that don’t always mean clinical expertise

⚠️ The result? Consumers are left confused, exhausted, and often spending more money without measurable health benefit.

1. You feel tired, anxious, or out of balance.
2. A “miracle solution” appears in your feed.
3. Marketing reinforces guilt if you don’t purchase.
4. You try it. It may or may not work.
5. Repeat — sometimes with a slightly different product or trend.

💡 Nerd note: Studies on health and nutrition marketing show that fear and urgency significantly increase purchase behavior, even when the product efficacy is unproven.