Everyone from influencers and supplement brands peddle so-called “wellness trends” at us daily, but there’s a major difference in how they’re received here in the UK compared to in the US.
While a lot of our Yankee friends enthusiastically embrace the latest health fads, we tend to be more sceptical. Whether we’re questioning the science behind the claims or rolling our eyes at overpriced “miracle” products, people on this side of the pond tend to approach wellness trends with a healthy dose of doubt. We’re not just stubborn, we just tend to prefer practicality over hype. Here’s why we’re less likely to buy into the latest and greatest fountains of youth and vitality.
1. British culture leans towards realism rather than optimism.
Americans are often known for their “can-do” attitude, while Brits tend to lean more towards realism — or even cynicism. The difference in mindset plays a big role in how wellness trends are received. In the US, there’s often an attitude of “Why not give it a try?” whereas in the UK, the reaction is more likely to be, “That sounds like nonsense.” Wellness trends often promise life-changing results, whether it’s a diet that claims to boost energy or a supplement that promises mental clarity. But in British culture, exaggerated claims tend to be met with suspicion rather than excitement (often rightly so). Instead of jumping on board with the latest health craze, we’re more likely to question whether it’s actually necessary, or just another marketing gimmick.
2. The NHS means we don’t rely as much on alternative health solutions.
Healthcare is so expensive in America that it’s totally unaffordable to many, so a lot of people turn to wellness trends as a way to manage their health outside of traditional medicine. Whether it’s functional medicine, holistic treatments, or expensive supplements, many of them look for alternative ways to stay healthy without relying on doctors. In contrast, we have the NHS, which provides free healthcare, making us less likely to see wellness trends as necessary. (Sure, the NHS has its problems, but it’s still better than the alternative.) When basic healthcare is accessible to everyone, there’s less pressure to fall for these scams. We tend to trust our GP’s advice more than an influencer’s recommendation for an expensive detox drink. Obviously, alternative health practices exist in the UK, but they don’t hold the same level of importance as they do in America. Hopefully, it stays that way.
3. British advertising laws prevent some of the more extreme health claims.
One reason wellness trends spread so quickly in the US is the way they’re marketed. American advertising often uses bold claims and emotional storytelling to sell products, which can make wellness trends seem more legitimate than they really are. In the UK, however, strict advertising laws prevent brands from making unproven health claims, which naturally reduces the hype around new wellness fads. Companies over here have to be more careful about how they market health products, meaning consumers aren’t constantly bombarded with exaggerated promises. While trends still exist, they’re often presented in a more cautious way, making them less appealing to those who might otherwise be swept up in the excitement.
4. Brits are naturally suspicious of anything that feels too “salesy.”
In the UK, there’s a cultural aversion to anything that feels overly commercialised. The British public tends to be wary of pushy marketing, especially when it comes to health and wellness. If something feels too much like a sales pitch, people are less likely to take it seriously. Americans, on the other hand, are more accustomed to enthusiastic sales tactics and tend to be more open to persuasive marketing. This is why many US wellness trends struggle to take off in Britain — the moment something starts to feel like a gimmick, we’re likely to roll our eyes and move on.
5. The British press is more critical of wellness industry scams.
Source: Unsplash The UK media plays a big role in shaping public attitudes towards wellness trends. Unlike in the US, where wellness culture tends to be celebrated, British newspapers and TV programmes are quick to call out pseudoscience and wellness industry scams (though it certainly doesn’t seem like that if you tune into the likes of “This Morning” or read the Daily Mail). Exposés on overpriced products, misleading health claims, and influencer-driven fads have made Brits even more wary of wellness culture. When something like a £200 jade “yoni egg” is released, American audiences might be more inclined to try it because of celebrity endorsements. In the UK, that same product would likely be torn apart in the press for being ridiculous. The constant scrutiny from the media makes us far more likely to question whether wellness trends are actually beneficial or just another expensive gimmick.
6. We tend to value moderation over extreme health trends.
Wellness trends often promote extreme habits — cutting out entire food groups, waking up at 4 am to meditate, or drinking celery juice every morning for “detoxification.” While some Americans love this kind of all-or-nothing approach, we’re generally more inclined towards moderation. The idea of making small, sustainable changes rather than following dramatic lifestyle overhauls is more in line with our sensibilities. Extreme wellness trends that require rigid commitment are often seen as impractical or unnecessary, making them far less appealing to the average Brit.
7. There’s a cultural resistance to anything that seems self-indulgent.
Self-care is a major part of wellness culture in the US, with people encouraged to prioritise themselves, invest in luxury wellness products, and take time for elaborate self-care routines. In the UK, however, there’s still a cultural hesitancy around anything that feels overly self-indulgent. While we do engage in self-care, there’s often an underlying sense of guilt about spending too much time or money on it. Wellness trends that encourage people to treat themselves like “wellness royalty” don’t resonate as strongly in a culture that values humility and practicality.
8. There’s more emphasis on humour and self-deprecation.
British humour plays a big role in how people view wellness culture. While Americans might take a wellness trend seriously, we’re far more likely to make fun of it. The idea of drinking charcoal smoothies or taking ice baths in the name of “wellness” is often met with sarcasm rather than genuine enthusiasm. There’s also a tendency towards self-deprecation in British culture, which means people are less likely to fully embrace the kind of confident self-improvement narratives that wellness brands often promote. Instead of striving for “peak performance,” we’re more likely to joke about just making it through the day with a cup of tea.
9. There’s a general mistrust of influencers selling wellness products.
In the US, influencer culture is massive, and many wellness trends are driven by social media personalities who promote everything from collagen powders to gut health supplements. In the UK, there’s a bit more scepticism towards influencers, especially when they’re selling something. The moment an influencer starts pushing a wellness trend, many of us instinctively assume it’s a cash grab rather than something genuinely beneficial (which is usually the case, to be fair). This wariness makes it harder for wellness trends to take hold over here in the same way they do in the US.
10. We trust tradition more than trends.
British culture tends to respect long-standing traditions, and this applies to health and wellness too. While Americans might be excited by the latest breakthrough in nutrition or biohacking, Brits are more likely to stick with what we know. Time-tested remedies like a cup of tea for stress, a walk in the fresh air for mental clarity, and a Sunday roast for comfort are still widely embraced. Wellness trends that seem too new or overly complicated often struggle to gain traction in a culture that values simplicity.
11. The cost of wellness trends makes them unappealing.
Many wellness trends come with a hefty price tag, from luxury supplements to exclusive fitness programmes. Over here, where people are generally more budget-conscious, spending large amounts on unproven wellness products feels unnecessary. There’s a tendency to look at expensive wellness trends and think, “Couldn’t I just get the same benefit from eating well and going for a walk?” The idea of spending £50 on a special green powder when you could just eat some vegetables is one of the reasons we remain sceptical of wellness culture.
