Wellness Marketing, Questioned

In this episode of Wellness, Questioned, Katie and Annabel question the world of wellness marketing and explore its potential pitfalls. They discuss the phenomenon of ethics-washing, the issue of credibility and other marketing tactics like scarcity marketing, the selling of individual experiences as universal truths, and the use of controversial statements for engagement.

(0:26) Wellness Marketing
(1:46) Selling Hope
(7:20) Focusing on Pain Points
(13:44) Overcomplicated Language
(19:47) Unqualified Experts
(23:50) Engagement is Enragement
(27:11) Scarcity Marketing Tactics
(30:38) Individual Experiences as Universal Solutions

The wellness industry is as weird and wild as ever, with more of us looking to alternative ways to stay healthy and improve our wellness. But while wellness tells us to drink the green juice, shouldn't we be questioning what's actually in it?

Welcome to Wellness Questioned, a podcast looking at how to navigate the wellness industry well, hosted by Katie Gordon and Annabel Lee. In each episode, they cover a different aspect of wellness and self-improvement, looking at ethics, scandals, and red flags.

Come and join us as we explore how to do wellness, well.

Follow us on Instagram @wellnessquestioned

Meet the hosts:

Katie Gordon - Katie is a yoga teacher, coach, parent and founder of Every Body Studio. She used to work in publishing but now gets to read books for fun. She loves yoga and some forms of wellness, but is admittedly pretty cynical about most of it. However, she is willing to put aside her scepticism for anything that involves lying down, or that could end in a nap.

Katie's work focuses is on psychology and mental health support, and she uses an evidence-based approach to yoga, mindfulness and breath-work. She likes coffee, red wine and almost anything to eat.

Check out her work @everybody_studio and @helm.collective on Instagram.

Annabel Lee - Annabel is a writer, communications consultant, speaker and professional over-thinker. She loves all things wellness and is up for trying (almost anything) but often wonders if it’s really working, or if it's just nice to wear some yoga pants. She used to work for PR agencies but quit after having a couple of babies. Annabel trained as a yoga teacher in 2017 but had to quit that too because of a hip injury, although she has remained fascinated by the world of wellness.

Annabel has written for publications including Red, Stylist, Metro and Glamour with a focus on health, wellbeing and work. She loves oat milk lattes, Selling Sunset, dog walks without her children and white wine spritzers.

See more from her @annabellee.co on Instagram.