You see them any time that you consume content, which is likely multiple times a day. Used in most fields, from health and wellness to tech to HR, each has its own set of words or phrases that you see on repeat. They’re used to garner attention and keep you focused on the content that they’re creating, the product that they’re promoting, or the environment they’re trying to portray. Then you get to the end of the video, post or article, and do you really understand a lick of what was said? Maybe, but I am going to say probably not.
Our attention spans have waned. We know this. It’s a general statement, but not one most people would dispute. It might not apply to you, but that doesn’t say much about the general population of the world. And so, marketing has shifted to accommodate that, or marketing is what has caused that shift. I suppose that’s a matter of opinion. It has become so prevalent that even those who are not marketing a thing follow the same patterns in the hope of gaining likes or followers, some data-driven validation of their existence. We’ve become slaves to the algorithm.
Here is where this gets scary. Buzzwords are used to garner attention, reel you in, and promote something that the individual or business using them thinks is valuable. It’s a sales tactic. Fine. Consumers should use a healthy dose of common sense to suss out what information is relevant before making a decision. Buyer beware. But buzzwords are leaking out into areas that are supposed to be educational and informative. Leaving people with a sense of “hey, I learned something,” when in reality they should be asking more questions to develop a deeper understanding.
Let me try to illustrate ways that this is happening. In medicine, conventional, herbal, integrative, or even Traditional Chinese Medicine, there are words that are used to describe the therapeutic action that a plant, or prescription, has on the body. Some examples of therapeutic action words include anti-inflammatory, antioxidant, and adaptogen. Sound familiar? These are words that have found themselves solidified in the health and wellness space, some longer than others, and you hear or read them quite regularly. But beyond the obvious connotations, do you really know what they mean?
Etymology is extremely important here. Words mean things, and most of us look to a quick online search to help us determine those meanings. Yet even in online and dictionary publications, it is acknowledged that words evolve over time in response to cultural shifts. The problems begin with the broadening and generalization of terms, which then lead to their use without meaning. A popular one that has slipped into the realm of buzzwords today is adaptogen, and this concept is so complex that it deserves its own piece to fully understand the nuances of its purpose compared to what it is being sold as. A clearer example to use for an explanation is an antioxidant.
At some point in the 2010s, açaí bowls gained global popularity thanks to social media. Açaí was labelled a superfood for its antioxidant properties and its ability to fight free radicals. What I ask, though, is how many people who post these aesthetically curated pictures of their açaí bowls truly understand the concept of an antioxidant or the free radicals that they are combating. I would wager that most don’t. I say that because there are studies as long as books explaining what free radicals are, how they are formed in the body, what they cause, and how the body manages them. The same goes for antioxidants, which come in many forms, including vitamins A, C, and E; beta-carotene; and melatonin. If we look specifically at açaí, it contains a variety of flavonoids (a class of antioxidants). Now, you’re probably thinking about the variety of different vitamins and nutrients mentioned above and how they impact the body in different ways. To that I say, exactly. Taking it a step further, the popularity of antioxidants has led to growth in supplement development. Yet there does not seem to be an understanding that overconsuming antioxidants can also lead to problems.
Now, I am not saying that antioxidants are bad. In fact, I believe the opposite. But they are complex and deserve the time and energy to research and understand, or guidance from someone who has invested the time to do so. I think, though, that it explains the point that I am trying to make. Buzzwords do not give the full picture of the items they promote. They’re a marketing ploy that undermines the complexity of the word’s true use.
What do we do with this information then? Be knowledgeable consumers. Be critical. Understand what is being promoted to you. More so, question those who are trying to educate you. If an individual is trying to teach that oregano is a great item to add to food for its antioxidant benefits, don’t be afraid to ask why. What specific system does it impact and how? Ask for sources. Anyone who is willing to share knowledge freely should be cherished, even more so if they’re willing to engage in discussions about it.
Many buzzwords are related to the health and wellness field. Our bodies are extremely complicated machines, physiologically and psychologically. The human species has come a long way in discovering and understanding, but there is still so much that is unknown. Be wary, be cautious, and don’t trust blindly.
Sarah Wilson 
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