1 The Wellness Revolution
Learning Objectives
This chapter explores the definition of wellness, a concept that emerged in the mid-20th century alongside related ideas like holistic health and self-actualization as desirable, attainable states.
At the conclusion of this chapter students will be able to:
- Understand wellness as a contemporary concept
- Define Wellness
- Understand how the concept has been interpreted in wellness models
- Describe the socio-economic context in which the wellness revolution emerged over time
What is wellness?
Wellness is a term that encompasses both the pursuit and state of holistic well-being and has been described as an ancient idea in a modern guise (Goldstein, 1992; Global Wellness Institute, 2023). While the term itself dates to European sources of the 17th century (Erfurt-Cooper & Cooper, 2009), associated principles can be traced much further back to ancient civilizations from China, India and Egypt to the Greco-Roman world (Global Wellness Institute, 2023, p. i). It wasn’t until the post-World War II era, however, that the concept began to circulate in contemporary Western culture. New perspectives on physical and mental health that were introduced at this time became fundamental to ideas and practices that have shaped the thriving wellness movement of the 21st century (Global Wellness Institute, 2023).
The physician and public health figure, Dr. Halbert Dunn, sometimes referred to as the Father of the Wellness Movement, re-introduced the term in a journal article entitled High-level Wellness for Man and Society which was published in 1959.
At one time, Americans measured the health of the population… by mortality statistics. As life lasted longer, however, health came to have different meanings, beyond diseases and deaths reported to public health officials. More and more, health came to mean how a person felt
(Burnham, 1989)
In the article, Dr. Dunn described high level wellness as a holistic approach to achieving optimal health and well-being. His perspective on optimal health was progressive for its time as it marked a departure from traditional models of health care that focused on the eradication of disease and dysfunction (see Figure 1 below).
Dunn’s ideas were influenced, at least in part, by Croatian Dr. Andrija Štampar a prominent figure in the field of social medicine and public health. Following World War II, Dr. Štampar played a pivotal role in the founding of the World Health Organization (WHO). In 1946 the WHO’s Constitution, signed by 61 governments, came into effect and included Dr. Štampar’s definition of health, which Dunn quoted in his seminal article cited above. The definition read as follows: “health is a state of complete physical, mental, and social well-being and not merely the absence of disease and infirmity.”
The beginnings of a similar shift in the field of psychology was sparked by the publication of Abraham Maslow’s influential article A Theory of Human Motivation published in 1943. Maslow sought a more holistic understanding of the human experience and believed that existing models of mental health focused too heavily on pathology (Koznjak, 2017). Maslow would go on to co-found the branch of Humanistic psychology which likewise emphasized the positive dimensions of human nature including an individual’s potential and inherent capacity to lead a fulfilling and meaningful life (Waterman, 2013). As we shall see, related ideas would become an integral part of the wellness movement’s ethos and ideas concerning human potential and holistic well-being.
Figure 1: The Illness Wellness Continuum (Source: John Travis, 1972)
Wellness Defined
Before we proceed, let’s consider a definition of wellness. In fact, there are numerous definitions applied in as many contexts. In this course, however, we will adopt the definition provided by the Global Wellness Institute, as indicated below.
Wellness Definition
Wellness is the active pursuit of activities, choices and lifestyles that lead to a state of holistic health.
We should also distinguish between the terms wellness and well-being as these are closely related but not entirely interchangeable. Wellness refers to the concept of holistic health and is typically used as a descriptor (e.g. wellness spa or wellness program) for the places, activities, products, and services that support it. Well-being, on the other hand, refers primarily to the state or subjective experience of wellness and is best described as a frame of mind or psychological condition (Hjalager et al., 2011).
The above definition of wellness, while simple and succinct, includes two key concepts that we will explore further. First, wellness is described as an active pursuit. In other words, it implies deliberate efforts or personal volition in engaging in activities that contribute to overall health and well-being. This could include adopting a healthier lifestyle through nutritious eating habits, setting goals for fitness or personal growth, or taking steps to maintain a balanced mental and emotional state.
This idea is closely related to a fundamental conception that individuals bear primary responsibility for maintaining their health and well-being (Goldstein, 1992). Dr. John W. Travis, a trained physician and holistic health pioneer, was an early proponent of wellness and had a significant impact on the movement. He is also credited with coining the term self-responsibility to highlight individual agency in pursuing and maintaining personal well-being. In 1977, another prominent figure in the wellness movement, health professional and author Donnald B. Ardell, published a book entitled High Level Wellness: An Alternative to Doctors, Drugs, and Disease. Like Dr. Travis, Ardell emphasized personal volition as a central determinant of one’s ability to achieve and maintain well-being. In his book, Ardell presented a model of wellness with four dimensions: (1) nutritional awareness, (2) environmental sensitivity, (3) stress management, and (4) physical fitness, placing self-responsibility at center. As we shall see, the idea of intentional efforts to enhance well-being is also integral to the definition of wellness tourism, distinguishing it from other niche forms of travel or tourism offerings (see Chapter 5: Introduction to Wellness Tourism).
The term (holistic) comes from its root word, ‘whole, ’ and is used to describe everything from alternative medical treatments to new age philosophies. But applied to spas, holistic suggests a program of health and wellness oriented toward a ‘whole life’ attitude
(Jeffrey, 1989)
Second, the above definition includes the term holistic health. In 1961, Dunn published his book entitled High-level Wellness based on a series of lectures and articles he had produced in 1950s. In the book, Dunn described a holistic approach, which he suggested was necessary for an individual to achieve ‘peak wellness’, in terms of the health and integration of the mind, body and spirit within a supportive environment. Such ideas were echoed by others wellness proponents, including Dr. Travis who likewise underscored the importance of recognizing the interconnectedness of the body, mind, emotions, and spirit for achieving and maintaining overall well-being. Therefore, holistic health advocates for an approach that considers the whole person—encompassing physical, mental, emotional, and spiritual dimensions—while also accounting for external factors such as environmental, social, professional, and familial conditions. It further emphasizes the interconnectedness of these dimensions, recognizing that one dimension can significantly impact others, ultimately supporting or hindering an individual’s overall well-being.
Wellness Models
In the decades following the introduction of the concept wellness, a plethora of models within public and private institutions including areas such as healthcare, education and psychology, were developed to articulate the scope and complexity of holistic health. The National Wellness Institute’s (NWI), for example, published the Six Dimensions of Wellness Model in 1976 which identified the primary dimensions of holistic health, as: (1) physical, (2) emotional, (3) intellectual, (4) social, (5) spiritual, and (6) occupational. The NWI model, still widely used today, was developed to provide a framework for wellness practitioners, community health programs, and private organizations to assess and support individuals’ well-being.
Another well-known model, the Wheel of Wellness (WOW), was developed for use in clinical settings. Introduced in 1991, revised in 1992 and again in 2000, WOW depicts no less than twelve interrelated personal components, seven environmental factors, and five life tasks to depict holistic well-being. Rooted in human development, the model was devised as a framework for understanding and promoting health and wellness across the human lifespan. WOW is used by counselors in schools, colleges, employment and rehabilitation agencies to administer wellness assessments as well as develop strategies to promote positive change. It too remains popular today.
As the above two examples illustrate, wellness models can vary considerably based on their conceptual framework and intended purpose. Some of these variations, however, are more semantic than substantive. For instance, a dimension labeled “intellectual wellness” in one model may be designated as “mental wellness” in another, with little distinction between them. Therefore, rather than examine each wellness model individually, we will consider the most common themes below (see Table 1). Note that some dimensions of wellness are individual, such as emotional, physical, or intellectual wellness, while others involve external or environmental factors like social, occupational, and environmental wellness, underscoring the vital importance of connection to others, one’s surroundings, and broader societal influences on individual well-being. The other key takeaway is that wellness is multi-dimensional, requiring a multi-faceted or integrated approach to achieve. While the designation of certain dimensions is consistent across models, the inclusion of others is often shaped by the specific context or goals of the model, rather than by a universally agreed-upon standard for what constitutes wellness.
Table 1: Wellness Models Themes
The Wellness Revolution
In the following section, we will briefly consider the societal context in which the concept of wellness evolved into a wellness movement. Specifically, this section highlights a range of cultural influences and societal developments that transformed a paradigm shift in the definition of physical and mental health into a 21st-century megatrend. From the mid-20th century onward, related concepts began to take root within the counterculture movements of the 1960s and 1970s, which were subsequently absorbed into popular culture during the 1980s. The transformation of wellness from a niche concept into a central part of daily life reflected broader trends toward self-care, preventative health, and personal empowerment. The 1980s also marked the start of the wide-scaler commercialization of wellness that would eventually give rise to a global, multi-billion-dollar industry, as highlighted in Paul Zane Pilzer’s bestseller The Wellness Revolution (2005) by the dawn of the 21st century.
Figure 2: Milestones in the wellness revolution
The 1950s
The 1950s witnessed post-war prosperity, the rise of consumerism, and cultural conservatism. The decade did not see the explicit formation of the modern wellness movement but laid essential groundwork for future developments. This post-war decade was characterized by an economic boom, fostered by government led initiatives. Government initiatives were largely focused on the development of infrastructure such as roads, electricity, schools, and hospitals which were perceived as pivotal for economic growth and social progress.
These massive investments in infrastructure, however, contributed significantly to economic development and the establishment of an affluent, middle-class. The unprecedented affluence of middle-class families gave rise to consumer culture, opening up markets for new products including for health maintenance such as vitamins, dietary supplements, and exercise equipment. The availability of these products, in turn, contributed to a burgeoning interest in market-driven, personal care.
Reflecting a desire for stability amid Cold War tensions in the wake of World War II, the decade was also characterized by traditional family values and social conformity. In stark contrast, the so-called Beat Generation emerged as a literary and cultural movement that challenged societal norms. Centered around writers like Allen Ginsberg and Jack Kerouac, Beat poets became synonymous with the movement and celebrated personal freedom and self-expression through groundbreaking, often free-form poetry. They also expressed an ethos of nonconformity and spiritual exploration through their interest in Eastern religions, particularly Zen Buddhism. This interest not only introduced alternative spiritual practices to an American audience but opened the door to lifestyles outside of traditional institutions. Though the influence of the Beat Generation had largely faded by the early 1960s, their anti-establishment stance, advocacy for individual freedom, and exploration of alternative lifestyles laid the groundwork for questioning authority and mainstream culture, foreshadowing the counterculture movement of the decades ahead.
The 1960s
The 1960s was a decade marked by social, cultural, and political upheaval which played a key role in setting the stage for the burgeoning wellness movement. The assassinations of Martin Luther King Jr., John F. Kennedy and Robert F. Kennedy, the Civil Rights Movement, and the Vietnam War fueled an atmosphere of disillusionment and a yearning for societal change. Growing criticism towards established institutions, including the government, corporations and the church, was a defining feature of the era. Among the youth, widespread rejection of traditional authority figures and institutions sparked a quest for alternative lifestyles, self-expression, and new ways of thinking.
Skepticism toward traditional institutions extended to corporations, which were viewed as profit-driven entities lacking social responsibility. This sentiment led to a rejection of consumer culture and synthetic food products among youth culture, alongside a growing embrace of organic food and alternative lifestyles, most notably communal living. The era also saw a growing interest in alternative health practices, including herbal medicine, acupuncture, yoga, and holistic healing. These practices were seen as more aligned with individual well-being and alternative approaches to health, in contrast to conventional medicine.
The 1960s also marked a transformation in religious perceptions and practice. In sharp contrast to the 1950s when church attendance was at its peak, religious affiliation declined, particularly among younger generations. The decade also witnessed the so-called sexual revolution, which further challenged religious and parental controls. Women’s demands for liberation from traditional roles, combined with the widespread availability of birth control pills, allowed them greater control over their reproductive choices as well as greater independence in both their personal and professional lives.
As the counterculture movement gained momentum, a shift toward individualism, self-expression, and spiritual exploration grew. At the same time, the Immigration Act of 1965 led to an influx of immigrants from Latin America and Asia, introducing diverse religious identities and practices to the United States. These demographic and cultural shifts contributed to a broader trend of religious diversification. Interest in New Age teachings (see Chapter 3: Wellness Modalities and Dimensions of Well-being), which emphasized spirituality over organized religion, also grew during this period. This interest, along with the embrace of holistic health and alternative healing practices, attracted individuals seeking non-traditional paths to personal growth, self-discovery, and well-being.
PSYCHEDELICS
The use of psychedelic drugs, particularly Lysergic Acid Diethylamide (LSD), and psilocybin mushrooms, became closely associated with the counterculture movement of the 1960s. An embrace of psychedelics was rooted in the belief that they offered a remedy for societal alienation and a pathway to spiritual awakening. Psychiatrist Dr. Stanislav Grof, a well-known figure in the field of transpersonal psychology and holotropic (moving towards wholeness) breathwork, for example, espoused the therapeutic benefits of LSD, psilocybin, mescaline, and 3,4-methylenedioxymethamphetamine (MDMA) based on research with his patients. Growing skepticism and concerns about the potential dangers associated with psychedelic drugs like LSD, however, led to legal restrictions and a shift in public perception in the late 1960s and early 70s. Even today, the use of these substances in therapeutic settings remains controversial and supporters are generally not mainstream, however, a notable resurgence of interest in psilocybin and other psychedelic drugs has been supported by promising results in forms of therapy such as post-traumatic stress disorder (PTSD) in recent years (Yasinski, 2022). The growing use of the psychedelic ketamine along with a surge in the number of ketamine clinics in the past five years, is another example of both the success and growing acceptance of psychedelics for therapeutic purposes (Tafra, 2023). Research on the use of psilocybin in recent decades has also proven promising, and there is considerable support for this natural, ancient remedy from within the wellness community.
The 1970s
The 1970s was a pivotal decade for the wellness movement, characterized by a growing interest in personal empowerment, environmental awareness, and holistic health practices. The 1960s counterculture had continued into the decade, with young people rejecting capitalism, competition, societal norms, and their parents’ morality, while embracing cooperation, tolerance, and freedom of expression. But whereas the 1960s had opened society to alternative lifestyles and spirituality, the 1970s brought self-care to the forefront. Sometimes referred to as the “Me Decade”, this emphasis on self-care was even criticized for fostering a culture of narcissism. At the very least, there had been a noticeable shift from the 1960s’ emphasis on changing the world to a focus on personal transformation. Self-help books, for example, exploded as a genre with titles like I’m OK—You’re OK by Thomas Harris and Your Erroneous Zones by Wayne Dyer promoting personal empowerment and self-awareness, became overnight best-sellers. Such a shift also aligned with the principles of self-responsibility and the active efforts towards self-improvement, which both complimented and helped popularize wellness as a movement.
Despite a conservative social backlash against the turbulence of the 1960s, the pursuit of personal empowerment remained a hallmark of the 1970s as evidenced by various activist movements such as the continued struggle for racial justice and the fight for the recognition of sexual identity and gender equality. In fact, the women’s liberation movement in the 1970s mirrored the Civil Rights Movement of the 1960s in scope and impact as women challenged traditional roles and advocated for equality and control over their bodies and health decisions, including reproductive rights. The women’s movement also intersected with the wellness movement as women formed self-help groups to make informed choices regarding their health and well-being, and in rejection of conventional, often paternalistic medical practices. Finally, the decade is also referred to as the Environmental Decade given the scope of achievements in that arena (see below). Environmental advocate further impacted the wellness movement by encouraging a holistic understanding of health through, for example, raising awareness about pollution and its effect on human health, as well as promoting unprocessed foods and natural living.
In step with the times, the New Age movement also emerged as a significant force during this decade as it promoted personal transformation and self-discovery. Advocating for a universalist approach to spirituality—accepting all spiritual traditions and religious beliefs rather than favoring a single dogma—it drew inspiration from both Eastern philosophies and Western esoteric practices in the pursuit of personal enlightenment and spiritual growth. In this way, the New Age movement helped popularize established associated with the spiritual dimension of holistic health, such as yoga and meditation, as well as esoteric knowledge on topics such as crystal use and channeling.
the environmental decade
The 1970s is often referred to as the “Environmental Decade,” as it marked a significant surge in environmental awareness and witnessed major policy initiatives, the establishment of Earth Day, and the passage of landmark environmental laws such as the Clean Air Act, the Clean Water Act, and the Endangered Species Act. The decade also saw the rise of the popular environmental movement, driven by concerns over pollution, environmental degradation, and the impacts of industrialization on public health. This movement emphasized the interconnectedness of human health with the health of the planet, encouraging eco-friendly practices and sustainable living. In addition, growing awareness of the importance of nutrition, exemplified by books such as Diet for a Small Planet by Frances Moore Lappé, highlighted the link between environmental and human health and sustainable eating practices. As part of a broader shift within the wellness movement, this period thus also saw an increased embrace of whole foods, natural, organic, and plant-based diets.
The 1980s
By the 1980s, the wellness movement had gone mainstream. Politically, the decade was marked by the Reagan era and growing global interconnectedness through economic policies and media. An early recession, driven by tight fiscal controls and the 1979 energy crisis, gave way to economic recovery under Reagan’s tax cuts, deregulation, and increased military spending. Technological advancements and cable television also played a significant role in the economic recovery and consumerism of the late 1980s.
By the mid-1980s, the counterculture movements of the preceding decades had been absorbed into popular culture. Whereas the 1960s had introduced wellness concepts centered around holistic health and community well-being, and the 1970s had emphasized self-care as a tool for personal and social empowerment, the 1980s saw the commercialization of the counterculture movement, the rapid expansion of the wellness industry, and the emergence of a fitness craze.
Youth culture and consumerism, coupled with growing interest in personal health, propelled wellness products and services into new markets. Youth culture took center stage with the rise of the supermodel as cultural icon, the debut of Hollywood’s Brat Pack, and the launch of MTV, which quickly became a global force in pop music and the spread of youth-driven trends. For the first time, wellness also became linked to luxury goods and services targeted at affluent consumers. Along with the commercialization of new products such as dietary supplements, health foods, spa treatments, and alternative therapies, breakthrough studies on cellular aging, genetics, and hormone therapies led to the development of anti-aging products and rejuvenation procedures. The fitness boom included aerobics classes, health clubs, fitness equipment, and celebrity workout videos with an emphasis on physical appearance.
In addition to commercialization, many counterculture ideas that were once considered radical had gained widespread acceptance. For example, environmental concerns became part of the mainstream dialogue, and ideas like personal empowerment and wellness became more normalized. Likewise, the New Age movement gained greater mainstream acceptance, albeit with a shift toward a more secular approach. Unlike the 1970s, when the New Age movement’s spiritual and metaphysical focus had influenced concepts of wellness, the pursuit of wellness in the 1980s became a marker of middle-class morality rather than a spiritual quest. Nonetheless, this era saw many New Age themes begin to permeate popular culture with the growing popularity of practices such as energy healing, yoga, and crystal therapy, along with the rise of New Age festivals and gatherings.
The 1990s
The 2000s
The wellness movement in the 2000s shifted focus from alternative therapies and holistic well-being to a greater emphasis on mental health and self-care. These shifts were due, in part, to wellness resources becoming more accessible, alongside a growing trend among the general populous to prioritize individual well-being.
The September 11, 2001 attacks had a significant impact on U.S. society, intensifying mental health issues such as PTSD and anxiety. The economic landscape was also marked by instability. The dot-com crash of 2000 and the Great Recession of 2007-2008 led to job losses and financial strain, which further amplified psychological pressures. In the early 2000s, teen depression also began making significant headlines as awareness around mental health started to grow. These developments resulted in both a heightened focus on mental health and wider recognition of its importance to overall well-being.
In technology, the completion of the Human Genome Project in 2003 transformed healthcare and the study of genetics, opening new doors for personalized treatments. The introduction of wearable tech, mindfulness apps, and Web 2.0 made wellness resources more accessible. Garmin’s Forerunner (2003), one of the first GPS-enabled fitness watches, popularized fitness tracking devices and encouraged users to take a more active role in monitoring their physical fitness. Early apps for meditation and relaxation, such as Breethe (2007) and Relax Melodies (2008), helped integrate wellness practices into daily life. Social media platforms allowed individuals to easily find information, tools, and communities which helped them take control of their health and well-being. Additionally, the explosion of free or low-cost wellness content, such as YouTube (2005) fitness tutorials, helped the industry remain resilient during economic downturns by offering affordable alternatives to in-person services.
The wellness industry, which had been gaining ground since the 1980s and 1990s, exploded in the 2000s. Along with high-tech gadgets like pedometers and fitness trackers, new self-care offerings emerged, including supplements and products focused on pampering and relaxation. Brands began incorporating wellness messaging into their campaigns, reaching consumers through TV ads, print media, and celebrity endorsements. Wellness-focused content appeared in mainstream media, with related topics featured on daytime talk shows and in major outlets like The New York Times, which added a dedicated wellness section to its lifestyle coverage. This increased visibility of wellness in popular culture further normalized the pursuit of self-care.
Finally, the 2000s saw a rise in individuals who self-identified as spiritual-but-not-religious. By the early 2000s, alternative spiritual paths, such as Wicca and other forms of neo-paganism, began to grow significantly, appealing particularly to those seeking nature-based, non-institutional forms of spirituality. This growth was once again facilitated by media representation and the rise of the internet, which made it easier for people to find information, connect, and share alternative beliefs and practices.
wellness podcasts
The first ever podcast launched in 2003. A few years later, wellness podcasts such as The Daily Boost by Scott Smith (2006) began streaming. The Daily Boost, which focuses on motivation, personal development, and wellness, is still running today. Other wellness podcasts soon followed including one dedicated to wellness travel. Cheryl MacKinnon is host of The Wellness Travel Show that streams on Apple and Spotify . Mackinnon’s podcast features insider reviews and expert interviews on various aspects of wellness travel from wellness destinations and unique wellness experiences, to tips on maintaining a healthy lifestyle whilst traveling.
THE 2010s
