The commodification of health and wellness has become a global trend, with the industry projected to reach $6 trillion by 2030. This trend is not limited to Western countries, as it is also prevalent in Pakistan, with a significant increase in the number of health and wellness products and services available in recent years.
According to a report by Research and Markets, the health and wellness industry in Pakistan is projected to be worth $11.2 billion by 2025. This growth has created new opportunities for entrepreneurship and innovation, as well as providing consumers with more choices for improving their health and well-being. However, the commodification of health and wellness has also created a two-tiered system of access to healthcare in Pakistan.
Those who can afford to buy health and wellness products and services have access to better health outcomes than those who cannot, which reinforces existing health inequalities in Pakistan. This system is particularly evident in rural areas, where the majority of the population lives and has limited access to healthcare facilities. The World Health Organization (WHO) estimates that more than 60% of the population in Pakistan lives in rural areas, with limited access to health services and information.
Moreover, the normalization of the self-improvement culture in Pakistan can reinforce oppressive systems, such as ableism and fatphobia, where individuals who do not fit into the idealized image of health and wellness are stigmatized and excluded. This can have a significant impact on the mental health and well-being of individuals, particularly those who are already marginalized due to their gender, ethnicity, or socioeconomic status.
The commodification of health and wellness in Pakistan also raises questions about the ethics of profiting from health, and whether health and wellness can be bought and sold. While the growth of the health and wellness industry in Pakistan has created new opportunities, it has also highlighted the need for a more holistic and equitable approach to health and wellbeing.
A growing movement of individuals and organizations advocates for a more equitable and holistic approach to health and well-being in Pakistan. This movement emphasizes the importance of collective action, social justice, and the recognition of health as a human right. This movement challenges the idea that health and wellness can be bought and sold and instead advocates for systemic changes that address the root causes of health inequalities in Pakistan.
It is essential to address these issues and advocate for a more equitable and inclusive approach to health and wellness in Pakistan. The WHO states that “health is a state of complete physical, mental, and social well-being and not merely the absence of disease or infirmity.” Achieving this state of well-being requires a comprehensive approach that addresses the social, economic, and environmental factors that contribute to health and wellness.
In conclusion, the trend of commodified health and wellness is prevalent in Pakistan and has had both positive and negative effects on individuals and society. While the growth of the health and wellness industry in Pakistan has created new opportunities, it has also reinforced existing health inequalities and oppressive systems. It is crucial to address these issues and promote a more equitable and inclusive approach to health and wellness in Pakistan, emphasizing the importance of collective action and recognizing health as a fundamental human right.
The writer is a portfolio specialist, based at Karachi.
The writer is a portfolio specialist, based in Karachi. She can be reached at murklarik@gmail.com
