The merging of New Age spirituality and extreme right-wing anti-science activism is fueling the spread of conspiracy theories beyond COVID-19.
Conspiracy theories have gained significant traction during the COVID-19 pandemic, but their influence is extending far beyond the virus. From vaccines to sunscreen, cancer causes to wifi, these anti-science beliefs are going global. A new phenomenon known as “conspirituality” is emerging, where New Age spirituality and wellness influencers are aligning themselves with extreme right-wing anti-science activists. This alliance has led to the proliferation of conspiratorial and paranoid beliefs, fueled by profit and a shared suspicion of mainstream power.
The Spread of Conspirituality:
The alliance between wellness influencers and anti-science conspiracy activists may seem unlikely, but it is driven by a combination of distrust in mainstream institutions and the pursuit of profit. The convergence of these two movements, dubbed the “wellness-to-fascism pipeline,” is not only based on a shared suspicion of power but also aligns with the capitalist virtues of individualism, entrepreneurship, and self-promotion.
One striking example of conspiracy entrepreneurialism is the anti-sunscreen “activism” promoted by wellness influencers. Dr. Joseph Mercola, a well-known peddler of anti-vaccine falsehoods, has falsely claimed that medically-approved sunscreens are dangerous and interfere with natural vitamin D production. He sells his own brand of “natural” sunscreen, capitalizing on the fear he has instilled in his followers. Similar misinformation is spread by celebrity chef Pete Evans in Australia, who argues that sunscreens contain “poisonous chemicals” and rob the body of Vitamin D.
In South Africa, Dr. Naseeba Kathrada and other anti-vaccine doctors and activists combine advocacy for ineffective COVID-19 treatments with anti-vaccine rhetoric. They promote potentially harmful “natural” supplements to “detox” after a COVID vaccine, perpetuating fear and misinformation during a measles outbreak. Meanwhile, individuals like Zandré Botha, a “multi-dimensional healer,” spread false claims about “nanoparticles” in the blood of vaccine recipients and sell unproven “post COVID injection protocols.”
The Durability of Misinformation:
Once misinformation takes hold, it becomes challenging to correct. Studies have shown that exposure to false information can significantly reduce people’s intentions to take necessary precautions. Attempts to correct misinformation in real-time through comments and corrections often fail to change people’s beliefs. This persistence of misinformation poses a significant challenge to public health.
The Rise of Conspiracy Entrepreneurialism:
The wellness industry, which includes products and services such as gyms, yoga, and meditation classes, is worth billions of dollars annually. While some wellness services are subject to regulation, “natural” products have largely escaped scrutiny. The industry fights against legislation that would regulate these products, framing it as an assault on their industry. The tactics employed by the wellness industry mirror those of Big Pharma, Big Food, and Big Tobacco, with lobbying efforts and opposition to regulation.
Fighting Back Against Conspirituality:
Scientists and public health advocates must employ a range of strategies to combat conspirituality. Inoculating the public against misinformation by warning them of the tactics used by unscrupulous influencers and providing scientific counter-arguments can enhance individuals’ ability to discern real information from misinformation. Improving health literacy and conducting research into effective strategies to counter misinformation are also crucial steps in combating the spread of conspirituality.
Conclusion:
The rise of conspirituality, the merging of New Age spirituality and extreme right-wing anti-science activism, poses a significant threat to public health. Wellness influencers who spread misinformation about evidence-based medicine, vaccines, and sunscreen while promoting their own “natural” products contribute to the proliferation of dangerous beliefs. Scientists and public health advocates must push back against conspirituality by inoculating the public against misinformation, highlighting the profit-driven motives of those spreading disinformation, and improving health literacy. The fight against conspirituality has become more urgent than ever.
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