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The wellness industry, depending on how its defined, is worth anything from many billions to trillions of dollars — $5.6 trillion, according to a recent report from industry group The Global Wellness Institute.
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And it’s been decades in the making. Its modern incarnation goes back to the late 1950s, said Stephanie Alice Baker, who researches health and wellness cultures at City University in the UK. American doctor Halbert L. Dunn started to popularize the idea that health was more than simply the absence of disease; instead “peak wellness” meant also finding purpose and meaning.
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The movement gained traction around the 1970s, then with the internet, came the entrepreneurs and influencers. Wellness has now come to mean almost anything, said Baker, but at its core it revolves around ideas of individualism, self-enlightenment and distrust of institutions — a near-perfect breeding ground for conspiracy theories to flourish.
“I don’t think the culture understood how dangerous the rhetoric in wellness spaces was until the pandemic,” said Derek Beres, co-host of the podcast Conspirituality, which explores the collision between wellness and conspiracy theories. One researcher, Marc-Andre Argentino, coined the term “pastel QAnon,” to describe the soft, pleasing aesthetic used by some influencers to spread their conspiratorial worldview.

This conspiracy thinking “usually bubbles up during times of cultural confusion or tragedy,” Beres told CNN. Covid-19 provided one of these inflection points, climate change is now providing another.

Influencers crave relevance, said Callum Hood, head of research at the Center for Countering Digital Hate, and “climate change is a big relevant issue that’s in the news all the time.”

It is a short ideological leap from vaccine conspiracies to climate conspiracies, Hood told CNN: If the establishment is wrong about health, the thinking goes, then they’re also lying to you about climate change.

Misinformation expert Tim Caulfield, a professor of health law and policy at the University of Alberta, said many wellness influencers are now expected to present a basket of beliefs that the community wants to hear. “Being anti-climate change becomes part of being on that team” and a way to “turbocharge your audience,” he added.

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The wellness industry, depending on how its defined, is worth anything from many billions to trillions of dollars — $5.6 trillion, according to a recent report from industry group The Global Wellness Institute.
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And it’s been decades in the making. Its modern incarnation goes back to the late 1950s, said Stephanie Alice Baker, who researches health and wellness cultures at City University in the UK. American doctor Halbert L. Dunn started to popularize the idea that health was more than simply the absence of disease; instead “peak wellness” meant also finding purpose and meaning.
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The movement gained traction around the 1970s, then with the internet, came the entrepreneurs and influencers. Wellness has now come to mean almost anything, said Baker, but at its core it revolves around ideas of individualism, self-enlightenment and distrust of institutions — a near-perfect breeding ground for conspiracy theories to flourish.
“I don’t think the culture understood how dangerous the rhetoric in wellness spaces was until the pandemic,” said Derek Beres, co-host of the podcast Conspirituality, which explores the collision between wellness and conspiracy theories. One researcher, Marc-Andre Argentino, coined the term “pastel QAnon,” to describe the soft, pleasing aesthetic used by some influencers to spread their conspiratorial worldview.

This conspiracy thinking “usually bubbles up during times of cultural confusion or tragedy,” Beres told CNN. Covid-19 provided one of these inflection points, climate change is now providing another.

Influencers crave relevance, said Callum Hood, head of research at the Center for Countering Digital Hate, and “climate change is a big relevant issue that’s in the news all the time.”

It is a short ideological leap from vaccine conspiracies to climate conspiracies, Hood told CNN: If the establishment is wrong about health, the thinking goes, then they’re also lying to you about climate change.

Misinformation expert Tim Caulfield, a professor of health law and policy at the University of Alberta, said many wellness influencers are now expected to present a basket of beliefs that the community wants to hear. “Being anti-climate change becomes part of being on that team” and a way to “turbocharge your audience,” he added.

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Following court decisions that blocked some NIH grant cancellations or rendered them “void” and “illegal,” NIH official Michelle Bulls in late June told staffers to stop terminating grants. However, NCI workers told KFF Health News they continue to review grants flagged by NIH to assess whether they align with Trump administration priorities. Courts have ordered NIH to reinstate some terminated grants, but not all of them.
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At NCI and across NIH, staffers remain anxious.

The White House wants Congress to slash the cancer institute’s budget by nearly 40%, to $4.53 billion, as part of a larger proposal to sharply reduce NIH’s fiscal 2026 coffers.
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Bhattacharya has said he wants NIH to fund more big, breakthrough research. Major cuts could have the opposite effect, Knudsen said. When NCI funding shrinks, “it’s the safe science that tends to get funded, not the science that is game changing and has the potential to be transformative for cures.”

Usually the president’s budget is dead on arrival in Congress, and members of both parties have expressed doubt about Trump’s 2026 proposal. But agency workers, outside scientists, and patients fear this one may stick, with devastating impact.

It would force NCI to suspend all new grants or cut existing grants so severely that the gaps will close many labs, said Varmus, who ran NCI from 2010 to 2015. Add that to the impact on NCI’s contracts, clinical trials, internal research, and salaries, he said, and “you can reliably say that NCI will be unable to keep up in any way with the promise of science that’s currently underway.”

The NCI laboratory chief, who has worked at the institute for decades, put it this way: “If the 40% budget cut passes in Congress, it will destroy clinical research at NCI.”

KFF Health News Correspondent Rae Ellen Bichell contributed to this report.

KFF Health News is a national newsroom that produces in-depth journalism about health issues and is one of the core operating programs at KFF — the independent source for health policy research, polling, and journalism.

Colin Goodson knows more about energy than most people.

The tall, bearded Mainer is an engineer on an offshore oil drilling ship in the Gulf of Mexico. But when it came time for him to build a home in Southern Maine, Goodson largely bypassed fossil fuels.
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The house he built is entirely off the grid, powered from rooftop solar and batteries that convert the sun’s energy to electricity. Electrons power much of his two-story home; it is heated and cooled with heat pumps, and Goodson and his wife cook meals on an induction range. Incredibly well-insulated, the entire home is heated by a small wood stove.
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Goodson loves his new house, even though it has raised the eyebrows of his drilling ship colleagues.

“All the guys at work think I’m crazy,” Goodson said during a recent tour of his home. “They think I’m living in a shack out in the woods somewhere and I go outside to use the toilet, but that’s clearly not the case.”

The house, built by New Hampshire company Unity Homes, is a far cry from a shack. Modern and spacious, it has running water and three bathrooms.
Despite also having initial concerns about her husband’s off-the-grid aspirations, Katie Goodson is a convert as well – especially after the lights stayed on during an intense storm that knocked their neighbors’ electricity out.

“I would never go back,” she told CNN. “When I tell co-workers or neighbors that we live off-grid and they see the house, they’re always like, ‘Whoa, this isn’t what I was expecting!’ It’s really fun surprising people; I live a totally normal life.”

The Goodsons are part of a small but growing number of homeowners who are choosing to build energy-efficient “panelized” homes that are pre-made in a factory. The homes are better for the climate, and although they have a high upfront cost, several homeowners say their energy savings, quality of life and overall cost of living has greatly improved since moving in.