Navigating The Evolution of the Wellness Industry and the Rise of Health and Wellness, Self-Care Movements, hippies to fitness influencers.
Growing up in Southeast Asia and later living in Australia & India, I’ve often found myself straddling the roles of both insider and outsider. Meditation was a significant part of my upbringing, as I was raised in a migrant Punjabi Sikh community in Bangkok, Thailand, which is a predominantly Buddhist country. In my teens, I became fascinated with the hippie backpacker lifestyle in Thailand—joining fire-spinning juggling groups, African drum circles, and practicing yoga, meeting diverse travelers passing through the country in the early 2000s. A decade later, I moved to India, leaving behind my corporate graphic design career in Bangkok to explore art and spirituality in an Indian context. My aesthetic evolved through my exposure to spiritual practices, feminism, and subconscious explorations. Today, part of my client base is in the health and wellness space, and my experiences have led me to reflect deeply on the evolution of this industry.
The modern wellness industry, now valued at over $5.6 trillion globally (Global Wellness
Institute, 2023), has its roots in the countercultural movements of the late 1960s. What began as a rejection of Western industrialization, corporate medicine, and materialism has evolved into a vast economy encompassing fitness, mental health, diet culture, supplements, and holistic healing.
This transformation has been deeply intertwined with the West’s appropriation and commercialization of Indigenous and Eastern healing practices. While wellness has given rise to a rediscovery of ancient traditions, it has also led to debates about cultural commodification, accessibility, and authenticity.
Let’s explore the timeline, economic shifts, and cultural implications of wellness from the 1960s to today and it's key trends.
1960s–1970s: Counterculture, Hippies, and Holistic Healing
The 1960s were a period of anti-establishment rebellion, where young people rejected mainstream consumer culture, war, and capitalism. Inspired by Eastern philosophy, Indigenous healing, and communal living, the hippie movement embraced alternative medicine, vegetarianism, yoga, and meditation.
Key Trends:
Yoga & Meditation: Swami Satchidananda and Maharishi Mahesh Yogi introduced transcendental meditation and yoga to the West.
Organic & Whole Foods: The environmental movement, fueled by Rachel Carson’s Silent Spring (1962), encouraged organic farming and vegetarian diets.
Psychedelic Healing: LSD and psilocybin were explored for mental well-being before being criminalized.
At this stage, wellness was anti-capitalist—a radical departure from Western medicine. However, as it gained popularity, businesses started capitalizing on it.
1980s: The Corporate Fitness Boom
The 1980s saw the rise of fitness culture and self-improvement, driven by an era of material success, individualism, and corporate dominance. Suddenly, the wellness ideals of the 1960s—once countercultural—became mainstream but in a more commodified form.
Key Economic Shifts:
Corporate Wellness Programs: Companies encouraged employees to work out, reducing healthcare costs.
Fitness Industry Boom: Jane Fonda’s workout tapes and the rise of gyms, aerobics, and bodybuilding turned fitness into a billion-dollar industry.
Diet Industry Expansion: The low-fat diet craze, Weight Watchers, and artificial sweeteners became household names.
Wellness was no longer a rejection of capitalism—it was an extension of it.
1990s: The Rise of Alternative Medicine & Eastern Wellness
By the 1990s, interest in holistic health, Traditional Chinese Medicine (TCM), Ayurveda, and energy healing surged. Deepak Chopra’s books on Ayurveda and alternative medicine became bestsellers, and yoga studios opened across the U.S.
Cultural and Economic Trends:
Supplements & Herbal Remedies: The 1994 Dietary Supplement Health and Education Act (DSHEA) deregulated supplements, fueling a billion-dollar industry.
Mind-Body Connection: Meditation and yoga shifted from being “hippie” practices to accepted wellness tools.
Commodification of Eastern Traditions: Buddhist mindfulness, Ayurvedic detoxes, and herbal medicine were packaged and sold—often divorced from their original cultural contexts.
At this point, Indigenous and Eastern healing traditions were largely being interpreted, adapted, and sold by Western companies, leading tothe commercialization of spiritual and medicinal traditions that were historically rooted in specific cultural and philosophical systems. This commodification raised ethical concerns about authenticity, accessibility, and appropriation, as ancient practices were repackaged for Western consumers, often at a premium price.
2000s: The Wellness Industry Takes Shape
The early 2000s saw a further shift as wellness became a multi-billion-dollar industry rather than just a niche interest. The rise of Whole Foods Market, organic food trends, boutique fitness studios, and wellness tourism reshaped consumer habits and expectations.
Economic and Cultural Trends:
Organic & Whole Foods Movement: Growing concerns over processed foods and genetically modified organisms (GMOs) fueled the expansion of organic markets.
The Rise of Boutique Fitness: Brands like SoulCycle (2006) and CrossFit (2000) capitalized on the demand for community-based, high-intensity workouts.
Technology & Wellness: Fitbit (founded in 2007) and other wearable devices made health tracking mainstream, blending technology with self-optimization.
During this time, wellness influencers emerged, promoting lifestyle products and dietary supplements, further driving the commodification of self-care. The intersection of wellness, luxury, and digital marketing became an industry-defining force.
2010s: The Wellness Economy & Social Media Boom
By the 2010s, wellness was no longer an alternative movement—it was mainstream and hyper-commercialized. Wellness brands leveraged social media, influencer culture, and subscription-based models to build billion-dollar businesses.
Key Trends:
Self-Care Movement: Mental health awareness, therapy culture, and mindfulness apps like Headspace and Calm became widely accepted.
Diet Culture Evolution: Keto, Paleo, intermittent fasting, and gluten-free diets surged, shifting the focus from low-fat to whole-food-based nutrition.
CBD & Alternative Healing: Cannabis legalization and the popularity of CBD oils brought plant-based healing into mainstream wellness.
Biohacking & Longevity: Figures like Dave Asprey (Bulletproof Coffee) and Dr. Peter Attia promoted biohacking, nootropics, and personalized health optimization.
Despite the industry’s success, it faced criticism for elitism, accessibility, and the commercialization of marginalized traditions. Many migrant communities began rediscovering their ancestral healing practices, often through the Western wellness industry’s repackaging of their own cultural traditions, and subsequently reclaiming them. Wellness
Retreats & Festival Culture
The 2010s also saw the rise of wellness retreats and festivals, which have become integral to the modern wellness culture. These immersive experiences, blending yoga, meditation, holistic healing, and community, offer individuals a chance to disconnect from daily stresses and reconnect with their bodies and minds. From luxury retreats in Bali to wellness festivals like Wanderlust, these events reflect the growing demand for authentic, transformative experiences.
2020s–Present: Digital Health, AI, and the Future of Wellness
The COVID-19 pandemic reshaped the wellness industry, accelerating the adoption of digital health solutions, telemedicine, and immune-boosting trends. The wellness economy continues to evolve, driven by technological advancements, shifting consumer priorities, and ongoing cultural debates.
Current & Emerging Trends:
Mental Health Integration: The stigma around therapy has decreased, with mental health services becoming a standard part of wellness.
AI & Personalized Health: Genetic testing, glucose monitoring, and AI-driven wellness recommendations are growing trends.
Longevity Science: Aging research and regenerative medicine are gaining momentum, with companies like Altos Labs investing in anti-aging technology.
Sustainable & Ethical Wellness: Consumers are demanding transparency in sourcing, production, and cultural representation in wellness products and services.
Cultural & Economic Reflections: Who Owns Wellness?
While wellness has given rise to a rediscovery of ancestral and Indigenous healing traditions, the industry has often benefited Western companies and elites more than the cultures from which these practices originated.
Key Issues & Considerations:
Cultural Appropriation vs. Cultural Exchange: While some argue that sharing healing practices fosters global well-being, others highlight the exploitation and erasure of the communities who created these traditions.
Migrant Communities & Reconnection: Many immigrant and diasporic communities are reclaiming their own cultural wellness practices, challenging the Westernized, commodified versions sold in the global market.
Economic Disparities in Wellness: Access to wellness remains a privilege, as many high-quality health services and organic products are often unaffordable for lower-income populations.
Conclusion: The Future of Wellness
The wellness industry has transformed from a countercultural rebellion into a global economic powerhouse, yet its ethical and cultural implications remain complex. The wellness industry is no longer just about yoga and organic foods. It has evolved into a multifaceted, multi-billion-dollar sector that intersects with virtually every aspect of our lives, from our mental health to our longevity. Today’s wellness trends reflect a growing interest in self-optimization, mind-body integration, and holistic, sustainable health practices. As wellness continues to evolve, it's essential to stay aware of its cultural and ethical implications while embracing the innovations that promise to shape the future of health.
The future of wellness depends on how we navigate these economic and cultural intersections—whether by acknowledging the roots of healing traditions, ensuring fair compensation for Indigenous knowledge holders, or making wellness accessible beyond elite circles.
As consumers, we have the power to shape the industry by supporting ethical brands, questioning wellness trends, and honoring the authenticity of the traditions we embrace.
References:
Global Wellness Institute (2023). Global Wellness Economy Report.
Carson, R. (1962). Silent Spring. Houghton Mifflin.
Chopra, D. (1993). Ageless Body, Timeless Mind. Harmony Books.
The New York Times (2021). The Rise of Psychedelic Therapy.
The Guardian (2022). The Yoga Industrial Complex and Cultural Appropriation.
Comments