The Whitewashing of the Wellness Industry; 6 Brands Leading the Conversation

With political activism heightened in this period of global inquiry, it got me questioning the position of the wellness industry. To clarify, I am very much an advocate of wellness as a practice, and I strive to welcome others into searching what health and wellness means to them. What I distrust is the wellness industry, which currently portrays wellness as a linear thing in a number of ways.

Firstly, wellness is more than just green juices and vinyasa yoga classes. Wellness is also about allowing yourself to indulge and enjoy delicious meals out (without the labelling of “cheat” foods). It can also mean taking a few days or even a week off from your exercise routine. Wellness is ultimately about exploring a lifestyle which is sustainable and makes you feel subjectively fulfilled, whether that be following a morning ritual and HIIT classes 6 times a week, or exploring other practices.

Furthermore, wellness and self-care is largely presented as something for privileged, white members of society- more specifically for women of this demographic. It is this demographic which is welcomed and predominantly catered for by the industry. Step foot into a yoga class and find yourself amongst only one or two ladies of an ethnic minority group, or one man. Of course, everyone is free to join one of these classes, but is equal opportunity enough for the wellness industry to be claimed as fully inclusive?

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As the industry continues to boom, wellness as a practice is becoming over-charged with unauthentic trends and associations. A rising number of brands are narrowing their focus on what sells or what we “ought” to be doing, robbing consumers of their self-discovery as a consequence. This is even reflected in a form of tokenism towards minority groups, where brands are selectively displaying their inclusion of members from BAME communities for their own capitalistic gains. It’s time we integrated members of these communities into the brands themselves, rather than promoting the odd campaign. This might be by outsourcing individuals that can provide counsel on BAME concerns, or reviewing the recruitment process for permanent roles. Putting aforementioned individuals in positions where their voices can be heard will encourage a trickle down effect, allowing their interests to be adequately represented. Other methods might be through getting actively involved with the community or creating long-term campaigns and initiatives. Here are just a few brands leading the action.

Natural and organic supplements by The Nue Co

The Nue Co (Health and Beauty)

Jules Miller, founder of The Nue Co, wrote a cohesive list of non-revenue related goals. These are:

1. “Wellness should be universal. It should transcend race, age, culture, gender and sexuality”.

2. Act upon the empathy: e.g. conducting a survey for BAME customers to better understand what they think wellness brands should be doing to better support and represent them. The Nue Co has already been sharing some of the feedback with its audience and pledges to work through the insights, using them to inform its mission of making the wellness industry more inclusive.

3. The Nue Co announced that it will be donating 100% of its profits @blklivesmatter and @colorofchange on behalf of those who kindly took the time to let them know their thoughts (03/06/20). Since then The Nue Co have been setting an example in keeping up the conversation on social media and prompting readers to question what they can do better.

Plant-based meat alternative, Impossible Foods

Impossible Foods (Plant-Based Foods and Nutrition)

It is more difficult to navigate those brands bridging the gap of inequality in the food supply chain. However, plant-based meat producers, Impossible Foods, released a statement to highlight how systemic racism has broken the food system for many people.

“We want to help promote organizations that protect, support and nourish people that the system has failed — in our hometowns and throughout America”.

 In addition to this they have:

1. Donated more than 500,000 Impossible Burgers to at-risk communities in the past two months

2. Organised a donation to Acta Non Verba (ANV) — a project challenging oppressive, societal dynamics by creating safe outdoor spaces for families in Oakland. ANV strengthens youth understanding of nutrition, food production and healthy living, as well as strengthening the community.

3. Used their position as a well-known brand to ask followers to support organisations fighting for a sustainable food system for all.

‘ Relax Essential Oil Blend’, available at The Well

The Well (Online Wellness Retailer)

The Well not only provide a vetted collection of the highest quality, ethically sourced wellness products, but the online retailer are pioneers for uncompromised inclusion in the industry, regardless of race, wealth distribution, access to healthcare and education, environmental threats, etc. Beyond their extensive “Working Toward Wellness Equity” program which was established prior to recent events, The Well have been proactive in their response, promising to:

1. Immediately prioritise hiring Black leadership and adopt processes that centre diversity throughout the organisation

2. Endorse a mindful company culture which empowers employees to actively dismantle those oppressive systems. Quarterly surveys will be conducted within the team and the wider community to invite feedback, and engage external consultants to further develop a self-awareness around issues related to power and privilege.

3. Offer resources as part of a wider partnership with charities in the community, as well as those directly supporting equity in wellness.

These are just three of several comprehensive policies The Well are committing to. Please read more about their great work using the following link.

Editorial Well + Good frequently host discussions on current affairs in wellness, such as above (click here to view)

Well + Good (Wellness Editorial)

Well + Good are leading the conversation in wellness journalism in the following ways:

1. Ensuring that a large portion of its freelance editorial budget goes towards Black, Indigenous, and/or People of Colour (BIPOC) writers and content creators⁠

2. Encouraging BIPOC voices and messages, fairly pay them for their work and align with charities and organizations that do the same⁠

3. Working with its HR teams to advance BIPOC and marginalized group hirings, particularly black individuals

Peloton (Fitness)

Peloton; the only exercise bike streaming indoor cycling classes to your home live and on-demand. Beyond their $20 million investment in third-party, non-profit organisations dismantling systemic racism, Peloton have also set a 4 year goal to ensure that 10% of their classes are streamed to and taken by members of underserved communities.

Sephora (Beauty) 

Personal care and beauty store giant, Sephora, have taken the 15 Percent Pledge, vouching to use 15% of their shelf space for Black-owned businesses (as a representation of the 15% black population in the US).

What can *you* do to help?

There are many great examples of brands reformulating their policies and acting with purpose in light of recent events. It is therefore important that we as individuals practice personal responsibility and take further steps to support inclusion within the wellness industry:

• Consume wisely and do your research: hold brands accountable by researching and support those who do more than providing financial donations right now

• Support and attend the businesses of BAME practitioners. Developing these relationships will elevate those who are the soul of this transition

• Share the work of practitioners or businesses you support- your reach has a far greater impact than you think!

In the words of wellness entrepreneur @nicoleacardoza (founder of Reclamation Ventures, a platform striving for universal inclusion in the wellness industry),

“It’s consistent actions that we take as a collective over time, on top of the outreach that we have in moments like these”. This is how we will dismantle systematic oppression.

We must question how wellness brands will continue to drive progress beyond the performative demonstrations of support that have become typical of modern marketing. This is more than just throwing money at the cause or posting a few #BLM posts. This is about continuing the dialogue and making lasting change.