Published Paper Details:

Health and wellness pursuits are being perceived as integral to the preservation and promotion of health. Wellness refers to self-responsibility and a holistic, preventive and positive approach to health. It refers to a state characterized by a balanced state of mind, body and spirit that contributes to happiness. Wellness promotion is directed not only at those who are sick, but is marketed to individuals who want to enhance their physical, mental and emotional wellbeing. Wellness culture is supported by consumption of various lifestyle products and behaviours. In recent years, wellness has evolved into a global multi-trillion dollar industry. The paper examines wellness from the perspective of consumption and investigates into its sociological ramifications. Attempt has been made in the paper to situate the growth of wellness culture in the societal changes that accompanied modernity. Lifestyle modifications entailed in wellness pursuits have crucial social, political and economic ramifications. As traditional identities weaken and the stronghold of religion loosens, lifestyle choices serve to create identities and the pursuit of health acquires moralistic overtures. The surge in wellness activities is embedded in modernity and its aftermath. It therefore warrants a sociological study to understand the causes and consequences of health enhancing pursuits.