WEBINAR
BHBIA From Purity to Power: What Wellness Culture Means for Future Health Behaviour
Zoom
Wellness is no longer just a lifestyle trend - it has become a 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.