The wellness industry and its capitalist dilemma

The global wellness industry has expanded more than the most gluttonous of waistlines over the past decade.

I was an avid Calm user earlier this year, impressed by its large library of soul-satisfying content from motivational speakers, to meditating modules and relaxing soundscapes.

But the more I used it, the more I became aware of the regular notifications reminding me of my usage streak and suggesting I log my mood and feelings. It began to make the process feel like a necessity, or even worse, a chore.

It would be naive not to realise and understand that like any social media app the aim of the game is to keep users engaged for as long as possible to fuel the business model.

And there’s nothing wrong with that, these apps aren’t charities after all, and they need interaction and regular usage to survive and thrive, but there’s a delicate balance that needs to be found, and I’m not sure Calm, for one, with its addictive, and in some ways pressuring, streak element has it just right… yet.

It’s a problem that the aforementioned gurus of the industry need to navigate carefully, too. Ultimately, their goal is to get as many people to hear their enlightening messages, and the best way to do that is to have a big social media reach, but I find the constant calls to like, subscribe, and tag friends a distraction and at odds with the words of wisdom offered. It’s no secret that the bigger the viewing figures on YouTube, the bigger the pay day, likewise the correlation between Instagram followers and commercial power.

This insatiable appetite for brand building and an ever-higher follower count often makes me question the true intent and direction of the wellness world each time I tune into a podcast or app for some personal development.

There’s also the risk that the wellbeing space on social media is becoming, if it isn’t already, an illusion and a distorted reality like the influencer and materialistic culture it professes to be the antithesis of. Podcasts and posts are often sponsored by businesses selling expensive health and wellbeing goods that those who aren’t in high-paying jobs can’t afford.

And it’s hard not to raise an eyebrow over successful former tech boffins, bankers and rich entrepreneurs shilling the virtues of a more simplistic life. Again, it’s not their fault. They’ve had great lives and are now looking at helping others benefit from their experiences, but the many I’ve heard try and address this issue often fail to do so convincingly. Afterall, when was the last time you heard a cleaner, a refuse worker or an unemployed person, for example, speak on a top podcast waxing lyrical about the sunshine and rainbows of day to day life, especially in the current financial climate? I think you’d be hard-pressed to name one.

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