4 Examples of Wellness Washing and How to Avoid It in Your Copy

You've probably heard of greenwashing.

Businesses that deceive eco-conscious consumers with false environmental claims are known as greenwashing and threaten genuine sustainability businesses.

Wellness washing is a less-known term, but it is the only way to describe what I've witnessed happening in the health and wellness industry.

Many businesses use manipulative language in marketing communications, either exaggerating benefits or playing on fear to drive sales.

This is wellness washing.

Some follow this approach, fully aware of what they're doing. They go against the very nature of a business in health and wellness, prioritising profit over wellness.

But, if you are a leader in women's health with a genuine desire to help others, this blog is for you.

After supporting several experts in health and wellness, I've spotted one common theme...

They have little to no direction in connecting with their community without using outdated and manipulative marketing techniques.

When attempting their own marketing or hiring a copywriter with no industry knowledge, businesses often end up with a profit-focused strategy rather than building a community on trust.

Does this mean they don't care?

Absolutely not.

They simply need better direction and complete trust in their purpose and who they want to help. When they establish this, they can transform a misguided audience into a strong and connected community.

To help shed some light, I want to outline how businesses use wellness washing to manipulate one of the most vulnerable demographics of people there is.

You might recognise the following copy from ads targeted at yourself...

...Or, this is the kind of content your current marketer dishes out.

Either way, these examples demonstrate your words' influence and how choosing them wisely is your responsibility as an expert in women’s health.

Do You Use These Words? 🐝

Let's talk about wellness buzzwords.

🌱 Holistic
🌱 Organic
🌱 Detox
🌱 Superfood
🌱 Healing
🌱 Restorative
🌱 Transformative
🌱 Overcome
🌱 Alleviate

…you get the idea.

Wellness vocabulary carries connotations - usually of a positive nature - but when used irresponsibly, it can be manipulative, triggering, and deceiving.

I want to explain how the misuse of these buzzwords can impact the people you intend to help and provide guidance on navigating your language as a leader in women’s health.

#1 Exploiting Emotional Triggers

People who are vulnerable and desperate for a solution can find wellness buzzwords triggering as they tap into an unmet emotional need.

Unless your words come from a place of honesty, support, and manageable expectations, your lead will likely act impulsively without guidance on why or how your services can help.

And when they don't understand the why, they are likely to feel the dreaded buyer's remorse once their heightened emotions wear off - leading to mistrust and resentment toward you and your business.

Educate first, then provide the social proof, and only use wellness words that genuinely reflect the result.

Are you tired of unpredictable periods ruining your life? Download our app to get back on track.
Our cycle-tracking pp offers personalised guidance to support your journey towards hormonal balance.

The example of what to say instead is transparent and uses words like guidance and support, which suggests these are manageable tools and not a cure or guarantee.

#2 Promoting Unrealistic Expectations

Words like transformation, alleviation and healing can be detrimental if misused.

None of these terms should be used without certified evidence-based studies to back them up.

As a women’s health expert, you are responsible for certifying your claims and recognising that you are not serving clones.

You are supporting the individual on their unique path to an improved sense of well-being.

When supporting women with their goals, we should consider the complexity of human biology, psychological factors, and genetics.

One example of wellness washing is claiming that X achieves Y for everyone who downloads your app, attends a consultation, or purchases your hormone testing kit.

This promotes expectations that are not sustainable or realistic for everyone.

And what's worse?

It doesn't address your client's unique circumstances.

Personalisation, empathy, and expectation management are crucial to avoiding this.

Alleviate PCOS symptoms and overcome depression with our all-in-one women’s health supplement.
Our comprehensive women's health supplement is designed to support overall well-being and hormone balance.

The first example suggests alleviating PCOS symptoms and overcoming depression, promising unrealistic expectations without taking into account all other factors that affect a person's health. In contrast, the second emphasises support for overall health, just as a supplement should.

#3 Playing on Fear and Insecurity

Instilling fear to gain customers and make a quick buck is a dark art.

Manipulating people's fears around health, appearance, or safety is a long-standing marketing technique.

Unfortunately, it's proved successful in some cases where profit is the goal.

If you're only after making that quick buck, then go ahead…

But this will not gain trust or build an authentic sisterhood of women who genuinely value your service and respect you as an expert.

Also, have fun trying to sleep at night. 🤐

If you want to connect with more of the right women and retain them as a part of a growing community, you must lead with compassion.

By age 30, you will have lost around 90% of your eggs. Check your fertility status before it’s too late.
Understanding your fertility status can empower you to make informed decisions about your unique journey to improved wellbeing.

#4 Lack of Scientific Evidence

Making claims with no evidence-based research is a huge driver of wellness washing.

This one is a biggy.

This example should provide insight into how a simple change in verbs can transform your words from an unsupported claim to a guided statement.

For most leaders in women’s health, especially in fem-tech and organic period care, the infancy of these solutions feeds into the current lack of data to support claims around health benefits.

So it comes down to not what we say but how we say it.

Inorganic tampons contain harmful chemicals that disrupt your hormonal balance and increase your risk of cancer.
Our organic period products provide a natural option for menstrual hygiene without synthetic additives.

Adding a reference from a certified health resource, such as the National Library of Medicine, will solidify your statement and prevent you from making unsupported health claims.

Key Takeaways

✓ Manipulating fear and insecurity for profit may be a successful short-term strategy, but it won't lead to genuine trust or a loyal customer base.

✓ Leaders in women’s health are responsible for providing an honest and compassionate duty of care.

✓ Small modifications to the verbs used can transform a claim into a well-informed and knowledgeable statement.

✓ Using science-backed studies is crucial when sharing health claims or facts.