don's report archive

by Donald B. Ardell, Ph. D.

Wellness in the Headlines
(Don's Report to the World)

One of the little annoyances I endure now and then (I'll skip mention of the big annoyances such as the likes of Tom DeLay and George Bush) is observing the misuses of the term "wellness." Wellness is not a medical word, but it is often exploited by hospitals, doctors and other healer types to promote their services. Wellness, of course, is rather a descriptive term for health-enhancing mindsets or perspectives guided by personal responsibility. Basically, wellness describes a lifestyle involving multiple dimensions. It entails attitude and behavior patterns consistent with respect for and consistency with demonstrated principles in personal effectiveness skill areas (for instance, fitness, critical thinking, ample humor, sound nutrition). Alas, since the term became somewhat popular in the recent decades, all manner of healers have glommed onto the word to market their business. These contortions of the term wellness involve chiropractic, vitamins, psychic massage, New Age silliness and so on--almost nothing surprises me anymore. 

Until someone sent me an advertisement for an ice cream flavor of the month called wellness, as in "I'll have a double scoop-chocolate and wellness." Yike!

Meet "Givaudan Flavours," a Swiss company that has just introduced "TasteSolutions(TM) for Health & Wellness." Givaudan is a leading company in the flavor industry and operates in 40 countries with 5,900 employees. It enjoyed sales of CHF 2.68 billion last year, specializing in solving flavor-related technical problems. According to the marketing materials, "Taste Solutions" are "in concert with the ever-growing consumer demand for more healthful products in light of major health concerns like obesity." More healthful products? Ice-cream to deal with obesity? 

So, wellness ice cream will, according to Givaudan Flavors, "contribute to healthier lifestyles and taste great, while offering the benefits of being nutritionally fortified or reduced in sugar, salt, or calories." Swell. 
 
The president of Givaudan Flavours embellishes the health claims and attempts to justify the wellness banner with the following: "Givaudan understands that wellness is more than just a trend. Consumers are changing their diets in fundamental ways, and over time, products that contribute to healthier lifestyles will simply become mainstream." The company also claims that its creativity in concept and flavor design will allow it to overcome "taste challenges associated with fortified or functional foods and beverages, and with systems reduced in sugar, salt and fat." Check out the claims for yourself at http://www.givaudan.com

I responded to my friend who provided this news with a letter that said, "Of all the misuses of the term wellness, this one offends me very little. In fact, I'd sure like to try it and, for a gallon or two a month (assuming I liked it), I would even give a few testimonials:
 
"Hi, I'm Don Ardell. I favor this flavor."
 
"Hi, I'm Don Ardell. I have never endorsed a product before. While nobody ever asked me to, I didn't anyway. But I endorse this wellness ice cream--and they only paid me a nickel to say that."

"Hi. I'm Don Ardell. If you are like most Americans, you are going to eat loads of saturated fats anyway, so why not switch from butter and steaks to wellness ice cream?"
 
The possibilities for a series of endorsements, hopefully on national TV, are endless.

Look, a fellow has to make a living and we all have our price. Well, most of us do. Maybe you're incorruptible. Congratulations, if so. If you see me on TV wearing a funny hat or something, pitching wellness ice cream, be kind. Also, try to remember the key message hidden within all this silliness--Don't be easily fooled. Ice cream is NOT a healthy product, no matter what I say in future commercials for wellness ice cream as flavor of the month. 

Always look on the bright side of life and stay well.  

(Note: This essay will be filed in the archives in the MEANING DOMAIN under the skill area of humor. Additional articles related to this theme may be found there.)

(Ed. Note: Views expressed in this and other columns are those of the author and not necessarily those of the SeekWellness Editorial Board.)

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