Bullibility And Wellness

"First off, you're asking what this word bullibility means. It is a portmanteau of two words, the first of which begins with bull and is often abbreviated BS, and gullibility. Coined by Petrocelli et. al. in a 2024 publication, bullibility refers to a person's predisposition to gullibly believe in any random BS that comes along. The TikTok generation, for example, has high bullibility. Today we're going to explore the role bullibility plays in converting so many people into members of what has become essentially a cult: wellness culture.

"The #1 absolutely critical thing to be clear about in this episode is the unambiguous distinction between healthcare and wellness. They are two unrelated industries, though both often borrow language from the other for marketing purposes — and it's important to be aware of that. Healthcare is the business of treating illness, but the wellness industry treats nothing. Its customers are already healthy — health being defined as the absence of disease — and instead it sells the promise of becoming healthier than healthy. There is always one more wellness fad you can buy into: the whole industry leverages the practices and precepts of New Age, eastern mysticism, and western esotericism to market and sell the commercial products of the organic food industry, alternative medicine, superfoods, and services like sound healing, yoga instruction, guided mindfulness, and countless others. It's so broad there is a product or service for anyone — a gateway to bring any new recruit into the cult. Whether you innocently buy a superfood fruit juice at the market or sign up for a Kambo workshop in Silicon Valley, congratulations, you've just taken your first step into the cult of wellness."

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Bullibility and the Cult of Wellness