In their search for a Better Life, Americans today are awash in information, data and content coming at them with ever-greater frequency and urgency. Yet people today typically lack a larger context into which they may fit all the information, allowing various individuals or groups to provide the context, no matter their credentials. Online, so-called influencers are presenting their own rhetoric, marketing messages and theories, with or without expertise in a given field. In this uncertain and confusing environment, where truth is regularly manipulated, it is expeditious to believe this barrage of information, creating a sense that the individual understands what is “really happening,” that they are part of a like-minded community and that they can not only survive but thrive.
Individuals are using their own ingenuity and attempting to piece together a personalized road map to a better, longer and healthier life. Companies and startups that offer individuals natural remedies and performance enhancers, ways to cope with mental and physical health challenges and the promise of a better life, all will benefit.