Balancing scientific integrity with consumer trends

The attendees were welcomed by SCC president, Kelly Dobos of Sun Chemical, who revealed it had been an excellent year for new members, with over 900 joining in 2019. 

The speaker programme opened with the Frontiers of Science Award Lecturer, Timothy Caulfield, PhD, (pictured above) a frequent writer for the popular press and presenter of TV documentaries. In his presentation ‘Is Gwyneth Paltrow Wrong About Everything? When Celebrity Culture and Science Clash’ he spoke with genuine conviction and concern about the unstoppable rise of the social media-fuelled wellness industry, led by Gwyneth Paltrow and her website, Goop. Caulfield began by emphatically stating “This is the age of misinformation,” highlighting the impact of popular culture on the decisions people make aiming to improve their health. Examples included people buying shoes with crystals in them to slow ageing and others seeking ‘vampire facials’ which can expose them to HIV and hepatitis. 

Caulfield was clear that he had no objection to consumers getting the benefit of an (expensive) placebo effect, but much of what the wellness industry is offering is not free of risk. He quoted a statistic that 4 in 10 people believe that alternative medicine can ‘cure cancer’, and some of Goop’s suggestions for intimate hygiene have resulted in injuries. Alongside this is the ‘Anti Vax’ movement which risks undermining one of humankind’s greatest achievements in ridding society of a range of devastating illnesses. Another statistic quoted was that 45% of people in the US doubt the safety of vaccines, and it is this lack of trust in science that is potentially the most damaging aspect of the wellness industry. It shows that anecdotal evidence consistently undermines the results of rigorous scientific research. A Readers’ Digestpoll of the most trusted people in the US was almost entirely populated by celebrities (with Tom Hanks and Sandra Bullock topping the list) which illustrates a willingness to accept testimonials from actors ahead of any scientific results. This is compounded by a general problem with scientific literacy among consumers which then fuels fearmongering within social media.