You find insight in the oddest places sometimes. It came to me in this article about Gwyneth Paltrow’s business “Goop” in the New York Times. It’s a curious business model, conflicting head-on with the latest social justice ideals of pandering to certain identities of the downtrodden, and instead using her “immense privilege” to find and market things that only the woke and wealthy can buy. Provided they’re into some particularly dumb stuff, as G.P. is.
But that’s not the insight, and if anything, is the antithesis of insight as it’s premised on rhetorical flourish to spin her way out of every putative social justice belief with the plausible deniability of the finest jargonmeister. Rather, it’s the market she tapped.
The minute the phrase “having it all” lost favor among women, wellness came in to pick up the pieces. It was a way to reorient ourselves — we were not in service to anyone else, and we were worthy subjects of our own care. It wasn’t about achieving; it was about putting ourselves at the top of a list that we hadn’t even previously been on. Wellness was maybe a result of too much having it all, too much pursuit, too many boxes that we’d seen our exhausted mothers fall into bed without checking off. Wellness arrived because it was gravely needed.

