February 2025

As reports that religion is declining within the west proceed we're witnessing the profound rise of wellness adopting lots of the same codes and cues of traditional faiths. From fitness to lively nutrition to sleep, wellness offers something for everybody, successfully seducing its consumers by promising us happier, healthier and more fulfilled lives. While wellness seems somewhat superficial and nonsensical, it's actually very serious business. The worldwide wellness industry is estimated at $3.7 trillion. Critics are quick to call out the cult of wellness for its lack of scientific rigour and self-care jargon, but having spent my early twenties subsumed on this tribe, I feel they're flawed to evaluate so quickly. I feel there may be a more nuanced reason...