Wellness is no longer just a lifestyle trend - it has become a trillion powerful cultural force reshaping how people understand health, authority and trust.

Drawing on ethnographic research and film, this session explores how concepts such as ‘naturalness’ and ‘purity’ now compete with medical expertise and what this means for pharmaceutical brands navigating an era of institutional scepticism. 

Wellness is no longer a niche lifestyle trend - it has become a powerful cultural force shaping how people interpret health, authority, risk and trust. From sungazing and supplement “stacking” to hormone hesitancy and ingredient anxiety, contemporary wellness culture increasingly positions itself as an alternative to institutional medicine rather than a complement to it.

In this session, healthcare anthropologists present findings from our research From Purity to Power, combining ethnographic research, cultural analysis, expert interview and original ethnographic film. We explore how purity narratives, autonomy, influencer networks and institutional distrust are reshaping patient behaviour and expectations of healthcare.

Key topics

• Wellness as a moral framework, not just a product category
• The decline of institutional trust and rise of peer credibility
• Purity, “naturalness” and chemical suspicion
• The burden of optimisation and self-responsibility
• Strategic implications for pharma brands and medical affairs

Why attend?

Gain a deeper understanding of why wellness narratives resonate, how misinformation gains legitimacy, and what pharmaceutical organisations can do to build trust in contested environments.

Who it’s for

Insight leaders, brand directors, medical affairs, communications teams and strategy professionals across pharmaceutical and healthcare organisations.

Special highlight: Screening of original ethnographic research film excerpts.

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Speaker

This webinar will be run by Lucy Neiland, Business anthropologist and Eleanor Tait, Business anthropologist, Ipsos. 

Speakers supporting BHBIA Professional Development do so in order to promote Thought Leadership, discussion and innovation for the benefit of the membership. They also do this on a voluntary basis for which the BHBIA is grateful. Don't forget to provide your feedback scores for the event as these will enter the event and speakers into our annual BHBIA Professional Development Awards - recognising excellence in Thought Leadership.

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Fees and booking

Webinars are a free benefit to all BHBIA Members. Please note you must be 
logged in if you are a member or join as a registered user to book online.