Shabana Ebrahem is a global contemporary culture and trend expert specialising in wellness, beauty, luxury, lifestyle insight, and advisory.

America is in the midst of a wellness paradox – a health-obsessed society driven by West Coast lifestyles and social media fads on the one hand and myriad medical issues on the other, ranging from rising obesity and diabetes rates to a mental health crisis that’s affecting one in five adults. 

The digital health industry has boomed as a result of this imbalance, with venture capitalists investing $3.1 billion in the sector in Q1 2020 alone. 

 And as COVID-19 has heightened concerns about wellbeing, interest in telemedicine has soared. Indeed, research conducted by Accenture in late 2020 revealed that 62% of people ‘definitely’ or ‘probably’ would receive health and wellness advice through at-home devices and 52% would choose virtual for routine medical appointments. 

Yet it’s not just physical health that people are paying more attention to due to the pandemic, with social isolation sparking a surge in mental health issues. In turn, ‘self-care’ has gained renewed importance in mainstream society. Mindfulness apps such as Headspace and Calm are well-established tools for maintaining one’s mental wellbeing, and their success has spurred the creation of a flurry of similar platforms. 

Yet there remain significant challenges and opportunities within this space given the unprecedented negative effects of the coronavirus crisis. Dr. Risa Stein, a clinical psychologist and CEO of 

, notes that there’s “a lack of socio-economic support within med-tech at large – very few [apps] address our deteriorating social bonds.” 

Self-care is a central part of the concept of wellness and has become a broad enough notion that people are redefining it on their own terms, whether through fitness, DIY, gardening, or baking – activities that have dominated social feeds as stay-at-home orders presented new opportunities for life indoors. 

 Research published by Hunter in April 2020 showed that 46% of American consumers were baking more than they did before the pandemic, and with Instagram boasting more than 340,000 

 posts, it’s clear that many people have embraced the hobby for both distraction and mental relief. 

 As the impact of the pandemic continues to be felt, what steps are people taking to care for themselves? And does the wellness movement serve those who need it most?

Can wellness tackle cultural stress and trauma?

While people may spend huge sums on the wellness economy, outside influences can sometimes nullify proactive efforts to boost mental wellbeing. In 2020, major events such as the presidential election, Black Lives Matter protests, and ongoing uncertainty around the pandemic meant that a significant proportion of Americans experienced mental or emotional challenges. In June, 31% reported symptoms of anxiety disorder or depressive disorder, while 26% said they had symptoms of a trauma- and stressor-related disorder. 

As well as exacerbating depression and anxiety among those with a history of such conditions, sudden economic, social, and political changes sparked new issues by elevating everyday pressures. “We often lose sight of bolstering the health of those doing well by empowering them to support others,” says Dr. Stein. 

 It’s critical that compassion is extended to those society perceives as ‘strong’. The heroization of health workers, for instance, sets unrealistic expectations of strength, which adds further strain. “We are applauded for endangering our lives to help others, but there is seldom a choice… We’re not heroes as much as we’re desperate and bound, trapped in disempowering working conditions,” writes Musaub Khan, a first-year medical resident in NYC, for 

 aims to tackle this problem through crowdsourced compassion. The app connects to an NFC-embedded wearable to offer users ‘hope in times of loneliness’. “Aamica is a way for everyone – from strangers to intimate relations – to provide and receive socioemotional support and affirmation in a safe and secure fashion,” says Dr. Stein. 

Messages can also be bundled and sent from supporters to health workers as a meaningful ‘thank you’. Meanwhile, Uber and Lyft stepped up during lockdown to provide a more practical form of care, offering free rides to anyone escaping domestic violence. Uber pledged 50,000 free rides and meals across several states, while Lyft partnered with anti-sexual violence charity RAINN, providing ride assistance to anyone who contacted its hotlines in immediate danger. 

The pandemic saw Americans turn to a range of hobbies to mentally cope

Individualization within the self-care economy

According to Pinterest, wellness-related searches on the platform surged during the pandemic, with rising interest in meditation (up 44%), gratitude (60%), and positivity (42%) highlighting how people are taking an introspective approach to self-care. 

 Yoga also continues to frame the dialogue around modern self-care, with the 2019 MINDBODY Wellness Index indicating that it’s the most popular group exercise practiced weekly by Americans. The report also noted that yoga was the fifth most-popular individual exercise, hinting at its role in promoting mindfulness. 

 Its simplicity bolsters its appeal, but yoga can be perceived as complex to learn. AI-powered smart yoga mat 

, which was an Innovation Award honoree at 

, responds to this by automatically tailoring wellness programs to an individual’s history, limitations, and goals.

According to CDC data from 2018, there has been an overall increase in prescription drug usage among Americans since the late ‘80s and early ‘90s. Just over 39% of people took at least one prescription drug per month and 4% took five or more between 1988 and 1996 – proportions that rose to 46% and 11% respectively by 2013-2016. 

 Yet as the costs of conventional healthcare have mounted, many Americans have begun looking for 

 to maintain their wellbeing. This may explain the growing desire for integrative health and complementary approaches, explains Grace Yoon, a herbalist and founder of Korean wellness brand 

By 2027, the herbal supplements and remedies market is expected to be worth $61 billion. 

Yoon notes that there has, for several years, been a focus on brands influenced by wellbeing and nutritional practices from Asia. She says that Americans are becoming more curious about Eastern principles because they’re focusing on living well through a balanced diet and lifestyle. 

 Among the brands emerging in this space are 

, the traditional Chinese medicine-inspired 

. Yoon’s own brand draws on Korean herbal remedies for optimal balance – a formula handed down by “generations of Eastern medicine doctors.”

Barriers to conventional medicine have people searching for alternatives

The growing variety of self-care tools and products would suggest that the wellness movement is being democratized, but is that the case? Research has found that Black women experience poor mental health at disproportionate rates due to racial and economic discrimination, and while self-care practices can mitigate such outcomes, prevalent biases in everyday life can stack up. 

 Indeed, a study published in August 2020 outlined how Black women frequently face discrimination in professional settings for choosing natural hairstyles (e.g. afro, braids, etc.) instead of conforming to Western norms. 

 Additionally, in 2019, Dove’s Crown Coalition Study revealed that Black women were 1.5 times more likely to be sent home from work for natural hair choices and 80% more likely to change their hair to conform to expectations. 

Anxieties about image have been largely fueled by the beauty industry, which for too long has promoted Western beauty standards as the norm (light skin, straight hair). Black women are often an afterthought, states Nnenna Umelloh, the founder of 

. “At Black Hair Management, we take a holistic approach to wellness, with hair care at the center. We understand that it is short-sighted to only address the physical needs of healthy hair growth without acknowledging the mental health and wellness aspect,” she says, adding that the disparities of wellness are harmful for Black and minority communities as self-care has never been more critical for people of color. “We are traumatized regularly. If we’re [not] proactive in protecting our mental space, then we will continue to live traumatized lives and be unable to advocate for ourselves effectively.” 

Meanwhile, barriers to inclusivity in wellness practices like yoga are well-reported – body shaming, racism, sexism, and cultural misattribution are just some of the issues that linger. In 2018, Shreena Gandhi, a professor at Michigan State University, wrote that “the cost of Western yoga classes can be prohibitive for low- to middle-income people. This often includes people of color, including recent immigrants, such as Indian women to whom this practice rightfully belongs.” 

 However, more BIPOC-focused offerings are emerging in this space. 

 intersect female self-care, body positivity, and social inclusion, while 

 facilitate a range of contemplative healing practices for Black men.

Self-care rituals are, by nature, highly personal

“The most obvious barrier to self-care in the US is cost and opportunity,” says Umelloh, noting that it is regarded as a ‘privilege’ by many. 

 Those critically in need of it are underserved and slipping through the net of support – low-income workers, front-liners, people of color, and domestic violence survivors. “COVID-19 has disrupted our societies in ways that will continue to impact our emotional health for years,” says Dr. Stein. 

Accessing simple wellness solutions is often made harder by inequality and bias, but 

 offers an inclusive and holistic neighborhood model that combines physical, mental, and social health services for city-dwellers. “Many people who live in cities do not have adequate access to nature, which is important to health and longevity,” explains Yoon. 

Show compassion for self-care preferences

The pandemic has given people the opportunity to define wellness on their terms – whether it’s daytime napping, baking, DIY, or fitness. Yet as Yoon notes, “people are working from home, glued to their computers and phones, there is no break from technology. There’s been a drastic shift in work-life balance.” 

 In response, brands may look to establish a place in self-care rituals by emphasizing their compassion, be it through a cup of tea or a tailored playlist. “We’re seeing that shift to much more people living their lives – listening to different playlists like ‘Throwback Thursday’-type playlists and feel-good environments,” said Marco Bertozzi, the VP of EMEA sales and multi-market sales at Spotify, to 

The majority of Americans want to improve their holistic health, with 80% of those surveyed in May 2020 saying they intended to be more mindful about keeping up self-care practices post-pandemic, though 44% wanted more support and guidance during the crisis. 

 According to Ogilvy’s Wellness Gap Study 2020, many people would like this guidance to come from brands, but they often feel that businesses fall short. For example, 83% of Americans think food brands should offer wellness-focused options, but only 68% think brands in this category deliver. There is a similar opportunity gap of 11 percentage points in the skincare segment, highlighting how brands may harness self-care messaging to win over customers who are eager to enhance their health through their purchases. 

Dr. Risa Stein holds a PhD in clinical psychology and a master’s degree in organizational leadership. She’s a consultant to universities, non-profits, corporations, and think-tanks on design thinking and innovation, and the author of 

, a start-up that crowdsources compassion and creates meaningful connections between people from all walks of life.

Nnenna Umelloh is the founder and CEO of Black Hair Management, a wellness-centered hair care offering. She’s been natural for about ten years and is thrilled to be able to support other women in their journey.

Grace Yoon is a herbalist, AADP-certified health practitioner, and founder of 

, a company that specialises in sourcing high-quality herbs and organic superfoods from South Korea. As a pioneer of the K-Wellness space, Yoon is carrying on her grandmother’s legacy of holistic healing by bringing Eastern remedies to the Western world.

North America

United States

Health and Fitness

Centers for Disease Control and Prevention

National Institute of Mental Health

CNBC

Accenture

Inc.

Interview with Dr. Risa Stein conducted by the author

Canvas8

Hunter | SlideShare

American Psychological Association

The New Republic

The Hill

Lyft

Digital Information World

MINDBODY

Interview with Grace Yoon conducted by the author

Business Wire

Inquiry

Social Psychological and Personality Science

Dove

Interview with Nnenna Umelloh conducted by the author

The Independent

Campaign

Healio

Ogilvy

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