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There are strategies to counter the misinformation, though. It’s important to do it in a respectful and constructive way, even when it comes from influencers some may dismiss as “frivolous,” Caulfield said. “Pre-bunking” can also help, he added getting out ahead of the misinformation, and making people aware of the tactics used to push it.
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For others, the focus is much more on the other platforms hosting these influencers. Hood is pushing for more clarity on climate policies, and for measures including bans on amplifying and monetizing content that clearly contradicts climate science.
He also called on regulators to take a hard look at the products and services being sold on Instagram and other platforms. “It is the Wild West,” he said.
Meta, which owns Instagram, declined to comment. The company has policies to counter misinformation, including international teams of fact checkers which evaluate climate science content. When they rate posts as false, they can reduce distribution and add warning labels, and accounts that repeatedly offend can lose the ability to advertise or monetize.
But for experts like Hood, there is simply not enough being done to tackle a problem with such alarming implications.
As the climate crisis continues to fuel more frequent and more severe extreme weather events, it is creating perfect conditions for climate denial and misinformation to flourish across these parts of the wellness community.
“The dark side of wellness has always been there. It’s just now we see it,” Simmons said.
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And it’s been decades in the making. Its modern incarnation goes back to the late 1950s, said Stephanie Alice Baker, who researches health and wellness cultures at City University in the UK. American doctor Halbert L. Dunn started to popularize the idea that health was more than simply the absence of disease; instead “peak wellness” meant also finding purpose and meaning.
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The movement gained traction around the 1970s, then with the internet, came the entrepreneurs and influencers. Wellness has now come to mean almost anything, said Baker, but at its core it revolves around ideas of individualism, self-enlightenment and distrust of institutions a near-perfect breeding ground for conspiracy theories to flourish.
“I don’t think the culture understood how dangerous the rhetoric in wellness spaces was until the pandemic,” said Derek Beres, co-host of the podcast Conspirituality, which explores the collision between wellness and conspiracy theories. One researcher, Marc-Andre Argentino, coined the term “pastel QAnon,” to describe the soft, pleasing aesthetic used by some influencers to spread their conspiratorial worldview.
This conspiracy thinking “usually bubbles up during times of cultural confusion or tragedy,” Beres told CNN. Covid-19 provided one of these inflection points, climate change is now providing another.
Influencers crave relevance, said Callum Hood, head of research at the Center for Countering Digital Hate, and “climate change is a big relevant issue that’s in the news all the time.”
It is a short ideological leap from vaccine conspiracies to climate conspiracies, Hood told CNN: If the establishment is wrong about health, the thinking goes, then they’re also lying to you about climate change.
Misinformation expert Tim Caulfield, a professor of health law and policy at the University of Alberta, said many wellness influencers are now expected to present a basket of beliefs that the community wants to hear. “Being anti-climate change becomes part of being on that team” and a way to “turbocharge your audience,” he added.
