Money, Masculinity, and the Rise of Wellness: The Growth of a Multi-Trillion Dollar Business
In the early months of Donald Trump’s second presidency, the landscape of American healthcare experienced rapid upheaval, largely driven by his Secretary of Health and Human Services, Robert F. Kennedy Jr. Kennedy’s policies swept across a spectrum, from outright denial of established scientific principles to strict new food regulations. Alarmingly, discredited anti-vaccine advocates, like David Geier, have found their way into federal positions, echoing a broader national trend where some states are stepping back from decades of medical consensus—Utah, for instance, recently banned fluoride in drinking water.
“The health of a population is a pivotal concern for modern societies,” states Corinna Trietel, a historian specializing in science and medicine at Washington University in St. Louis. “Unhealthy populations are not only economically burdensome but also ineffective in critical areas such as warfare.”
Amidst this tumultuous backdrop, the current federal administration publicly touts its dedication to public health. Kennedy’s campaign slogan, MAHA—“Make America Healthy Again”—found a home when Trump adopted it following Kennedy’s endorsement. “Our mission is to eliminate toxins from our environment, poisons from our food supply, and ensure our children thrive,” Trump proclaimed during a recent address to Congress, positioning Kennedy and his team as pivotal to these efforts.
Yet, an underlying contradiction persists; the administration has terminated over 10,000 federal healthcare workers and slashed billions in funding for health initiatives. This paradox captures the essence of American health culture: an unparalleled obsession with wellness exists alongside a proliferation of unverified treatments and a rejection of established science.
Wellness: A Trillion-Dollar Industry
Americans are investing more in wellness than any other nation. In 2023, the U.S. wellness industry ballooned to a staggering $2 trillion, compared to a mere $870 billion in China. Strikingly, a recent report from the National Association of Community Health Centers highlights that one-third of U.S. residents lack a primary care physician.
“The intersection of wellness and politics is not new,” notes Mariah Wellman, a Michigan State University professor specializing in social media’s impact on wellness culture. “However, the growing influence of fringe figures like RFK Jr. poses an increasing risk we must contend with.”
A complex puzzle arises for professionals across sectors—how can we inspire individuals to embrace health while effectively guarding against the dangers of misinformation and political extremism deeply embedded in wellness culture?
COVID-19: A Catalyst for Change
The emergence of the COVID-19 pandemic in 2020 marked a watershed moment in American health consciousness, prompting a collective fixation on personal wellness.
Ethan Bauley, head of narrative intelligence at Weber Shandwick, emphasizes the importance of understanding how online narratives shape health trends that businesses face. “Two truths exist simultaneously,” he observes. “Valuable, accurate health information thrives online, but there are also profit-driven entities leveraging social media to promote dangerously misguided health choices.”
This evolution in wellness culture is undeniable. “Even a decade ago, wellness mainly supported traditional medicine rather than opposing it,” Wellman asserts. “The pandemic bred fear of the unknown, and individuals turned to wellness influencers for a sense of control over their health, even if it meant consuming misinformation.”
A Male Reclamation of Wellness
What is particularly striking in this movement is the increasing involvement of men in a space that was previously dominated by women. Jonathan Leary, a licensed chiropractor, notes a significant shift in his male clientele over the past five years. “Men typically only came to me in desperate situations, while women proactively sought preventative care,” he recalls.
Read more: The wellness world is getting wild and weird
Both supporters and critics note how the rhetoric around wellness attracted men by linking health with productivity and success. “Wellness transitioned from a niche, alternative lifestyle to a space ripe for capitalization and optimization,” observes Wellman. “This shift influences how wellness is perceived—now viewed as cutting-edge and inherently masculine.”
Wellman observes that the masculine tilt of wellness is two-fold: online communities became lucrative as male entrepreneurs replaced female hobbyists, and there has been a cultural push for men to amplify their strength.
“Since the 2016 election, we’ve seen a strategic focus on male empowerment,” she explains, further emphasizing how this sentiment has persisted over the last decade. “It’s a revival of wellness culture reminiscent of the 1980s when Americans idolized bodybuilders and at-home fitness videos.”
Biohacking: The Intersection of Technology and Health
The masculine integration of technology into wellness manifests vividly in the biohacking movement. Bryan Johnson, a prominent biohacker, has achieved notoriety for his unusual health experiments, including blood plasma swaps and using young donors to alleviate joint pain.
“We are at war with death,” Johnson declared at his “Don’t Die Summit,” aiming to redefine humanity. His approach struck a chord, primarily with men who gravitate toward the quest for health optimization often described with sophomoric humor.
Johnson’s strategies are not just eccentric but commercially viable. He markets an array of products, from supplements to blood tests, underscoring a thriving market driven by a proliferation of health-oriented rhetoric.
Bauley points out that those seeking to profit from this booming market have increasingly turned to scientific terminology to build credibility. “Successful propaganda often weaves in genuine facts and studies. We see a surge in references to research—but it often distorts the original context to suit specific narratives.”
The Takeaway: Rekindling Our Relationship with Health
The challenge lies in balancing the legitimate and beneficial aspects of wellness culture with its exploitative and scientifically unsound elements.
In recent years, Americans have drifted away from regular healthcare interactions, creating a sense of alienation from medical professionals. Navigating Instagram and other social media platforms has become the norm for many seeking health advice.
Remarkably, even the most extreme online wellness figures frequently promote fundamental health principles: prioritizing nutrition, maintaining moderation in substance use, and ensuring adequate sleep and exercise. While sensationalist trends grab headlines, many are developing wellness content based on straightforward health philosophies.
Arash Hashemi, an influential food content creator, exemplifies this trend. After successfully losing over 100 pounds, Hashemi now connects with over four million followers by sharing nutritious recipes on social media. “Social media plays a dual role,” he notes, acknowledging both its challenges and its potential to spark conversations previously marginalized.
For men especially, Hashemi observes a significant shift: “Mental health discussions are becoming destigmatized, fostering more conversations around balance and self-care.” As his story illustrates, access to actionable health information has transformed dramatically, enabling individuals to obtain guidance without having to wait for a scheduled program or publication.
“Information is more accessible than ever,” he asserts. “It empowers parents of sick children to find nutritious recipes that cater to specific health needs. In many ways, this represents a monumental societal shift toward better health awareness.”
