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Breathing Through Neoliberal Wellness

Imaan Latif
ILLUMINATION
Published in
3 min readJan 8, 2025

Tapping into critiques of modern capitalist societies and their exploitation of human vulnerability.

Photo by Max van den Oetelaar on Unsplash

Another ubiquitous buzzword, conjuring images of tranquility, vitality, and balance. Beneath the glossy veneer lies a deeply troubling truth: wellness, as we now know it, is less about healing and more about profiting from human vulnerability.

As part of the neoliberal capitalist machine, the wellness industry exploits emotional, physical, and societal insecurities, creating a paradox where the pursuit of health perpetuates harm.

The Evolution of Wellness: From Community to Commodity

Historically, wellness was a collective practice rooted in communal care, cultural traditions, and ecological harmony. It emphasized accessibility and inclusivity, offering healing practices as a shared human experience.

With the rise of neoliberal capitalism, however, wellness has been transformed into a commodity, fragmented into products and services designed for individual consumption. From luxury retreats to personalized fitness apps, wellness is now a status symbol — a privilege reserved for those who can afford it.

This commodification marginalizes the very people who need wellness most. It prioritizes profit over accessibility…

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ILLUMINATION
ILLUMINATION

Published in ILLUMINATION

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Imaan Latif
Imaan Latif

Written by Imaan Latif

Critical Thinker from JHB, South Africa.

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