The unquantified self and wellness rejection

A subset of younger consumers is actively rejecting wearables, tracking, and optimization language — reframing measurement as self-surveillance. This runs in parallel to (and morally against) an equally visible cohort injecting unapproved peptides for weight loss, suggesting the wellness conversation is splitting into two hostile poles.

Wellness, fitness, and CPG brands should avoid optimization-and-tracking language as a default; the mood is now split between “log everything” and “measure nothing,” and one-size messaging alienates both camps.