Visions Journal

Health or Hype?

Lina Losier

Reprinted from the The Ongoing Journey of Recovery: Recovery across the lifespan issue of Visions Journal, 2025, 20 (3), pp. 15-17

As a young person, I've seen a lot of influencer content about wellness. It's everywhere—on TikTok, Instagram, YouTube—presented in ways that are polished, personal and persuasive. These posts often promise a better life through specific routines, products or diets, all under the banner of wellness.

Behind this content is something much bigger: the wellness industry. It's made up of businesses focused on lifestyle, health, fitness and overall well-being. This can include things like supplements, workout programs, meditation apps and diet plans. The goal is often prevention and self- optimization.But that doesn't always mean the products and practices are backed by science.

Young people everywhere are getting the message. The wellness industry is now valued at about $6.3 trillion.¹ But does wellness work? Or could it be harmful—especially for people in recovery from substance use or struggling with body image issues?

Today, the wellness industry plays a major role in how people understand and approach health. Social media has fueled many of its trends, with influencers promoting everything from detox teas to extreme diets. These are often marketed as "must-haves," whether it's a routine, a product or a plan. While some trends can be helpful, others are created mainly to sell products, making it hard to tell what's truly beneficial.

This has real-world consequences for young people, including those who might be in the recovery process. Some research shows the commercialization of wellness is leading to the widespread belief that good health can be bought, shifting focus away from broader public health solutions.²

Impacts on young people

Social media affects how young people see themselves. Studies show that viewing edited and filtered images can lower self-esteem and lead to body dissatisfaction.³

Since influencers seem relatable, young people may not realize they're being targeted by advertisers. But the fact is, many influencers make money by promoting wellness products, diet culture and even alcohol and tobacco. Companies pay them to present products as personal recommendations rather than advertisements. They do it because people trust influencers more than traditional ads.

Sponsored posts can blur the line between genuine advice and advertising, making it easy for young audiences to believe they need expensive products to be "healthy."

Marketing and vulnerability

Influencer marketing might land differently if you're already struggling. Influencers promote alcohol, vaping and diet culture in ways that can be harmful—especially to young people in recovery or those struggling with self-image.

Marketing can touch many areas young people struggle in, including:

Alcohol: Alcohol brands make drinking look fun and trendy. Alcoholrelated posts, such as party photos or drink ads, can encourage drinking.³ Industries profit when people continue using their products, so they push these messages aggressively through social media. This is particularly concerning for those trying to stay sober or avoid unhealthy habits.

Detox: Wellness influencers often promote expensive detoxes, detox teas and supplements, plus fitness programs that claim to improve health. However, studies show many of these products do not work as advertised.⁴

Diet: Wellness influencers promote meal replacement, fad diets and extreme weight-loss programs as wellness solutions, even though they may not be safe or effective.⁴ This creates an endless cycle where young audiences feel pressured to keep up, even if the products do not truly improve their health.

Expense: Wellness is not accessible to everyone. Many wellness products are expensive, including:

• organic food

• boutique fitness classes

• wellness retreats

These might be easy to afford for people with high incomes, but most of us will have trouble getting there, especially young people. Yet these products have become a symbol of social status, and those who can afford premium health products are seen as healthier.

Pressure: Many people feel pressure to always improve their health. This idea, called healthism (the belief that health is entirely a personal responsibility), can lead to stress and guilt. Wellness trends also change quickly—one day a food is a superfood, the next day, it's not, making it difficult to know what’s truly beneficial.

Reality check: myth vs fact

The bigger picture

Focusing only on personal responsibility for health can also ignore larger issues, such as access to health care and healthy food. While wellness products can be helpful, experts suggest improving health care access and addressing social factors to make wellbeing more achievable for everyone.

Research has shown many people turn to wellness products because they feel they’re not getting enough support from traditional health care. But not all products and trends are evidence-based.

The wellness industry is growing fast, influencing how people think about health. While many wellness practices can be beneficial, it's important for young people to be proactive in how they absorb information:

• Evaluate. Carefully evaluate health claims and seek reliable information

• Think critically. Media literacy and critical thinking are essential

• Balance. Combine personal wellness with evidence-based health practices

• Regulate. In the U.S., dietary supplements do not need FDA approval before sale. In Canada, natural health products are regulated by Health Canada, but oversight can be limited, especially for influencer-promoted goods. Enforcement often happens only after harm is reported

The wellness industry isn't going anywhere. But we don't have to buy into everything it says. We can take what's helpful, leave what's harmful, and keep asking better questions about what health really means—and who gets to define it.