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  • What makes celebs seem credible on health?
  • What makes celebs seem credible on health?
    Creative Industries Styria, Creative Commons (2017) ©
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Why are Americans adopting alternative remedies?

Wellness brand Goop has come under fire for peddling ‘alternative medicine’ with pseudoscientific claims – yet the backlash had little effect on fans. Amid increasingly unaffordable healthcare and falling pharmaceutical trust, how are unconventional remedies giving people a sense of control?

Location United States

Scope
At a time when traditional luxury goods – from designer handbags to supercars – can all be rented via the sharing economy or bought on credit, wellness has become the new status symbol. “Luxury has significantly shifted from being a way to signal one’s belonging to a socio-economic group, to a form of self-actualisation,” says Sophie Doran, managing director of Luxury Society. “Consumers began to search for luxury that would make their lives better.” [1]

As part of this, specialty treatments and luxurious alternatives to conventional medicine serve as inconspicuous displays of affluence, with the ...

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