The idea of marketing to a state of well-being has made a lot of progress over the last few years. Starting out in a few niche markets, as Danone did with its Actimel drink, the products proven to be a gold mine. Massage parlors have developed into full size resorts. The Canyon Ranch chain is but one such example. Even Coca Cola - a company I would generally associate with “health” - has a strategy to market to this new generation of consumers in the form of its Enviga product.

So where is this all coming from? What has changed in the general consciousness to open up this market for consumers and companies alike? How come there are thousands of people out there willing to pay for some “well being” - be it a fleeting moment like that of a drink or more lasting like a week’s worth of self-deluding indulgence at a wellness center?

Do we feel so bad about ourselves, our environment and what we do to it (or are told we’re doing to it), our jobs, co-workers, the always present bad-news coming to us from all corners of the world thanks to high speed telecommunication and broadcast networks that we have resorted to yet another crutch in the form of purchased happiness sold to us in the form of bottles, creams, pills and spas? Perhaps. Then again, we might just find that our lives are too short not to enjoy every ounce of it, even if that enjoyment has to be paid for. Even if sometimes, we’re just foolish enough to think that Wellness does come from a 50 cent can.

Whatever the reason. I’m going for it! I’ll drink the Actimel, go to a spa, get a massage and all of it will be deserved. For I am worthy of wellbeing, and if not that I can purchase it!