For researchers who study ideas of health and wellbeing, the social media industry’s swerve into conspiratorial thinking is unsurprising.

The contemporary idea of wellness emerged in the 1960s and 1970s, according to Natalia Petrzela, who is working on a book about American fitness culture.

It was broadly born of a resistance to the white, patriarchal pharmaceutical and medical establishment, especially by communities that had historically been marginalised by those same groups.

“So, you have both communities of colour and especially women really embracing the idea that it’s their turn to take control of their health and have autonomy over their wellness,” Dr Petrzela said.

While its origins were based in advocating for the health of minority communities, as these ideas became mainstream, holistic wellness became profitable to those that could sell it.

Originally published by ABC News on the 16th of June.

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