Navigating The 'Wellness' Epidemic: A Deep Dive into Amy LaRocca's Insights
In the May 15, 2025 episode of NPR's Fresh Air, host Tonya Moseley engages in a compelling conversation with award-winning journalist and author Amy LaRocca. LaRocca discusses her latest book, How to Be: Navigating Our Self Care Epidemic One Dubious Cure at a Time, which scrutinizes the expansive and often perplexing wellness industry.
Defining Wellness and Its Vast Market
LaRocca begins by characterizing the wellness industry as an "enormous" luxury market predominantly targeted toward women. She draws parallels between wellness and the luxury goods market, emphasizing how wellness products are marketed with the same sophistication and allure traditionally reserved for high-end fashion.
“Wellness is beauty standards, it’s, you know, feeling bad about your neck. It’s also the very, very, very real health concerns about ourselves and about our families that we’re forced to deal with.”
— Amy LaRocca [04:15]
This trillion-dollar industry promises to enhance every aspect of life, from diet and sleep to aging and mental health, creating a pervasive treadmill of constant self-improvement.
The Archetype of the "Well Woman"
LaRocca introduces the concept of the "well woman," a quintessential figure in the wellness narrative. She describes this archetype as someone who embodies both physical beauty and inner tranquility, often engaging in various wellness practices while managing professional and personal responsibilities.
“She is beautiful, tranquil, fertile, productive. She is pure of intention, heavy metals, food, dyes and dread.”
— Amy LaRocca [05:35]
This portrayal serves as both an aspirational model and, for some, an insufferable standard that many strive to attain despite its often unattainable nature.
Wellness as a Self-Improvement Epidemic
The discussion shifts to the notion of wellness as an epidemic of self-care, where individuals are incessantly driven to improve themselves financially, physically, and mentally. LaRocca critiques the exhausting cycle of perpetual dissatisfaction inherent in the wellness industry's promises.
“Being perpetually dissatisfied with our natural state is something that I think is an exhausting and dangerous idea.”
— Amy LaRocca [06:08]
She highlights the societal pressure, especially on women, to continuously enhance their well-being, often at significant financial and emotional costs.
Historical Context of Wellness Trends
LaRocca traces the wellness trend back to the 1800s, referencing Joan Brumberg’s examination of young girls' diary entries. This historical perspective reveals a long-standing cultural expectation for women to constantly strive for self-improvement and societal approval.
“Girls are always thinking, how am I going to be a better woman? How am I going to be more attractive, more appealing?”
— Amy LaRocca [08:59]
This enduring obsession underscores the deep-rooted nature of wellness as a facet of womanhood.
Modern Urgency and the Impact of COVID-19
The conversation delves into how contemporary factors, particularly the COVID-19 pandemic, have intensified the wellness trend. LaRocca notes a significant loss of faith in traditional institutions and experts, leading individuals to seek guidance from wellness influencers.
“When the pandemic happened... you had to rely on yourself and you were looking for people to tell you with some degree of authority and certainty.”
— Amy LaRocca [10:03]
The pandemic not only accelerated the shift towards self-reliance in health matters but also heightened the prominence of wellness figures like Gwyneth Paltrow and Dr. Oz.
Celebrity Influence: Gwyneth Paltrow and Goop
A substantial portion of the episode critiques the role of celebrities in shaping wellness trends. LaRocca focuses on Gwyneth Paltrow and her lifestyle brand Goop, highlighting how it combines wellness advice with product sales, often blurring the lines between genuine health recommendations and marketing strategies.
“Goop presents this as female empowerment. It’s bad feminism and it’s bad science.”
— Amy LaRocca [17:11]
LaRocca discusses how Goop’s promotion of questionable wellness practices, such as vaginal steaming, can perpetuate harmful stereotypes and misinformation under the guise of empowerment.
Oprah's Pioneering yet Controversial Role
The influence of Oprah Winfrey is examined as both a positive and negative force in the wellness movement. While Oprah has been lauded for bringing mental health into mainstream conversations, LaRocca points out instances where her endorsements have propelled unfounded health claims into the public eye.
“Oprah really was willing to push the envelope, and it came with really mixed results.”
— Amy LaRocca [24:57]
Notably, Oprah's platform amplified Jenny McCarthy's anti-vaccine stance, demonstrating the profound impact and potential dangers of celebrity endorsements in health matters.
Language and Marketing: The Convergence of Beauty and Wellness
LaRocca explores the nuanced language used in the wellness industry, noting how terms like "glow" serve as euphemisms for youthfulness, thereby intertwining beauty standards with wellness aspirations.
“I think body positivity... was knocked back to where it started pretty quickly.”
— Amy LaRocca [32:54]
This linguistic strategy masks underlying ageist and unrealistic beauty expectations, making wellness marketing both subtle and pervasive.
Body Positivity vs. Pharmaceutical Interventions
The episode addresses the tension between the body positivity movement and the rise of weight-loss medications like semaglutide and GLP1 therapies. LaRocca argues that while body positivity aims to embrace diverse body types, the popularity of these drugs undermines these efforts by reverting focus to weight loss and conformity.
“The emphasis on youth is just so powerful.”
— Amy LaRocca [32:54]
This dynamic illustrates the complex interplay between social movements and the wellness industry's commercial interests.
Men's Role in the Wellness Industry: HIMSS and Biohacking
Turning to gender dynamics, LaRocca examines how wellness is marketed to men through brands like HIMSS, which initially focused on products like Viagra but has expanded into broader wellness territories. She critiques the infantilizing language used in marketing and the extreme practices associated with biohacking.
“Men will only log onto these sites at 3 o’clock in the morning or in the privacy of their own home.”
— Amy LaRocca [34:35]
The biohacking trend, with its emphasis on optimizing every facet of human biology, exemplifies the lengths to which some individuals go in pursuit of an enhanced self.
Personal Reflections and Changes in Consumption
LaRocca shares her personal journey through the wellness industry, highlighting how her research led her to adopt a more skeptical and pared-down approach to wellness products.
“I’ve got a pretty bare shelf in the bathroom and I don’t feel tempted to try products, supplements, things like that.”
— Amy LaRocca [38:04]
This transformation underscores the book's theme of navigating and critically assessing the myriad of wellness options available.
Advice for Future Generations
Concluding the episode, LaRocca offers heartfelt advice aimed at empowering younger generations, particularly her daughters, to navigate the wellness landscape with awareness and resilience.
“I want them to feel like they have a little bit of control and, you know, that they’re not just sitting ducks for all these marketers.”
— Amy LaRocca [39:17]
She emphasizes the importance of fostering satisfaction with one’s natural state over succumbing to relentless self-improvement pressures.
Final Thoughts
Amy LaRocca’s insightful exploration of the wellness industry sheds light on its complexities, historical roots, and the significant influence of marketing and celebrity endorsements. Through Fresh Air, listeners gain a nuanced understanding of how wellness has become a pervasive, often problematic force shaping modern society, particularly in its impact on women's self-perception and societal expectations.