If you’ve spent even a little time on social media in recent years, you’ve likely encountered a deluge of “wellness” content. From kilometre-long lines of runners strutting along Bondi Beach at dawn to a surge in sauna and ice bath studios, wellness is the new social currency. But beyond the surface, these trends may be tapping into age-old human instincts for vitality, fertility, and social status.
Humans have evolved to notice and prefer visible signs of health. This is part of the “behavioral immune system,” a series of preferences developed over thousands of generations to avoid infection when contagious diseases were rampant and poorly understood. However, the allure of wellness goes beyond just avoiding illness.
Ancient Signals in Modern Wellness
Research suggests that we are naturally drawn to individuals with glowing skin, symmetrical faces, and healthy body compositions—traits historically seen as indicators of good health and desirable genes. Modern wellness culture exploits these ancient cues, offering technologies and routines that amplify perceived youthfulness and health.
For instance, skin-focused wellness routines, such as collagen supplements and LED light therapy, aim to enhance youthful appearances. These cues of youthfulness are historically linked to fertility and the likelihood of a successful first pregnancy, echoing the reproductive priorities of our ancestors.
Evolutionary Science and Social Preferences
Our social preferences reflect the biological realities of our evolutionary past. Today, tools like makeup and cosmetic surgery allow individuals to hijack these preferences, creating a modern landscape where wellness culture thrives. Running clubs, for example, become arenas where individuals display social energy and endurance—traits that can be interpreted as signs of health, sociability, and cooperation.
Even the trend of ice baths signals toughness, resilience, and a willingness to take physical risks—qualities potentially valued by prospective mates. However, evolutionary science cautions against creating simplistic narratives for these traits without rigorous testing and evidence.
The Status Game of Wellness
Another evolutionary explanation for the rapid spread of wellness trends is the human capacity for “status games,” a concept popularized by author Will Storr. Activities like yoga retreats and ultramarathons are not just about health; they also signal wealth, leisure time, and personal qualities such as discipline and perseverance.
Spend a little time on Strava, the social media platform where endurance athletes post their activities, and you can see status games being played in real-time.
Social media amplifies these status signals, especially among teens and young adults, creating in-groups centered around wellness activities. This dynamic is evident in the rise of run clubs, gym cultures, and diet fads, which serve as modern tribes.
The Double-Edged Sword of Wellness Culture
While wellness culture reflects evolved preferences for health and status, it can also exploit and distort them. The pursuit of exaggerated wellness signals can lead to negative consequences. Ice baths, for instance, can cause cold shock or hypothermia, while overtraining often results in injuries. Furthermore, much of the advice from wellness influencers can be misleading or harmful.
When people imitate status rather than health, the evolutionary picture becomes even clearer: humans have long copied the behaviors of high-status individuals.
This tendency to mimic high-status individuals can misfire, especially when the practices involve extreme diets or punishing training schedules. The exaggerated signals intended for online display can lead individuals astray, prioritizing status over genuine health benefits.
Wellness culture is not just a reflection of our evolved preferences; it can exploit and distort them. As individuals navigate this landscape, it’s crucial to remain aware of the potential pitfalls of signaling wellness over prioritizing actual health.
This article is republished from The Conversation. It was written by Samuel Cornell and Rob Brooks from UNSW Sydney. Samuel Cornell receives funding from an Australian Government Research Training Program Scholarship. Rob Brooks receives funding from the Australian Research Council.
