💧 Wellness Influencers, Wildfires, and Ethics: Examining the Line Betw

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Introduction: Setting the Stage

When disaster strikes—be it wildfires, hurricanes, pandemics, or other emergencies—the immediate human response is often one of solidarity and mutual aid. Communities rally to provide relief, volunteers mobilize, and resources are distributed to those in need. However, these moments of crisis also open the door for exploitation, particularly in industries like wellness, where trust and influence can be easily manipulated for profit.

A troubling pattern has emerged, where wellness influencers and brands seize upon disaster as a marketing opportunity. The recent wildfires in Los Angeles served as a stark example. Instead of focusing on direct aid or scientifically valid health advice, certain wellness figures promoted detox kits, raw milk, and supplements as essential tools for survival and recovery.

This phenomenon raises a crucial ethical question: Where is the line between offering genuine care and exploiting tragedy for commercial gain?

The mycology community—a group centered on holistic well-being, ecological stewardship, and community-driven approaches—offers a potential model for ethical marketing in the wellness space. By examining both harmful and responsible practices, we can outline a path toward compassionate, ethics-driven wellness that prioritizes people over profit.

The Wellness Industrial Complex and Disaster Opportunism

The wellness industry is a multi-trillion-dollar global enterprise, with influencers playing a crucial role in consumer behavior. Unlike traditional advertising, influencer marketing is rooted in perceived authenticity and trust—qualities that make it particularly effective but also ripe for manipulation.

During times of crisis, fear and uncertainty create a perfect storm for opportunistic marketing. People are actively seeking solutions, guidance, and reassurance. Unfortunately, this leaves them vulnerable to misleading claims, pseudoscience, or fear-based product marketing designed to drive urgency-driven sales.

Recent Examples During the LA Wildfires

The destructive wildfires in Los Angeles became a case study in wellness opportunism:

Detox Kits for Wildfire Smoke Exposure – Influencers promoted "natural cleansing" solutions, implying that conventional safety measures were ineffective without their products.
Raw Milk as a Remedy Against Smoke Inhalation – Some wellness figures claimed that raw milk could bind to toxins and neutralize exposure to wildfire smoke—a claim unsupported by scientific evidence.
Immune-Boosting Supplements Marketed as Essential Recovery Tools – Instead of encouraging proper post-disaster health safety measures (such as mask-wearing, seeking medical assistance for respiratory issues, or using air purifiers), these products implied that personal wellness routines alone could mitigate the dangers of environmental pollution.

Mallory DeMille, a correspondent for the Conspirituality podcast, called out these tactics in a viral Instagram reel that garnered over 200,000 views. Many social media users expressed outrage, with one commenter remarking, “My god. What absolute ghouls.” Another asked a particularly pointed question: If these wellness experts truly believed in their products as “essential” post-disaster aids, why weren’t they donating them to the people in greatest need?

Identifying the Fine Line: Genuine Care or Sales Pitch?

Not all wellness industry responses to crises are inherently exploitative. Some businesses genuinely seek to provide assistance, education, and meaningful resources. However, it’s important to distinguish ethical efforts from predatory marketing.

Signs of Ethical Crisis Marketing

✔️ Providing free educational resources and content – Sharing evidence-based advice on health and safety without embedding sales messaging.
✔️ Raising awareness without turning attention into profit – Encouraging donations, volunteerism, or action without funneling engagement into sales.
✔️ Donating proceeds to verified relief efforts – Brands can still sell products while contributing to rebuilding efforts transparently.
✔️ Listening before assuming needs – Engaging with affected communities first rather than dictating supposed solutions.

Signs of Exploitative Marketing

❌ Fear-mongering to drive urgency – Messaging like “Toxic smoke is ruining your lungs—buy this detox kit NOW!” is manipulative and opportunistic.
❌ Creating “crisis bundles” or limited-time discounts – If products are truly vital in a disaster, charging people for access in an emergency is ethically questionable.
❌ Focusing on private profit instead of public good – Wellness businesses should ask: Are they offering aid, or simply capitalizing on tragedy?
❌ Targeting vulnerable populations to increase dependency – Encouraging reliance on unproven wellness solutions instead of institutional relief or medical resources is irresponsible.

By applying these criteria, both consumers and wellness practitioners can critically evaluate whether crisis-driven messaging is truly about helping—or just another profit narrative wrapped in a veneer of care.

Community Support and Ethical Wellness Practices

Despite the opportunism seen in many corners of the wellness industry, some grassroots movements exemplify solidarity and ethical business practices.

A powerful example was the LA Fire Herbal Support Initiative, a community-organized effort in which local herbalists provided free remedies to firefighters, displaced families, and homeless communities affected by the wildfires. Instead of monetizing suffering, they prioritized support, accessibility, and healing.

This grassroots approach to care mirrors one of nature’s most intelligent networks: mycelium.

The Mycelium Model: A Blueprint for Ethical Engagement

In mycology, mycelium networks serve as underground highways, redistributing nutrients between plants, trees, and fungi. This decentralized, cooperative model helps entire ecosystems thrive by ensuring that resources are directed where they are needed most.

This is the ideal metaphor for ethical wellness business models. Instead of focusing on vertical profit structures, brands should operate as support networks, facilitating help and redistribution rather than simply extracting wealth. Businesses can grow while still keeping community resilience at their core.

Ethical Guidelines for Influencers & Wellness Brands

For influencers, wellness brands, and alternative medicine practitioners, here’s how to engage ethically during crises:

Prioritize Public Education Over Sales – Offering fact-checked, expert-backed advice makes a greater impact than selling solutions.
Fund Relief Efforts Transparently – Donating portions of profits or offering free resources directly to affected communities can foster trust.
Engage in Meaningful Partnerships – Support charities, mutual aid groups, and legitimate disaster recovery initiatives.
Avoid Exploiting Vulnerable Populations – Instead of marketing at-risk people as customers, find ways to offer real, no-strings-attached assistance.
Stay Rooted in Scientific Integrity – Avoid overhyping benefits or making unverified claims about health outcomes.

Mikaela de la Myco wisely emphasizes: “When folks are in crisis, our first question should be, ‘What do you need? How can we help?’” Following this philosophy prevents businesses from slipping into predatory practices.

Lessons for the Mycology & Mushroom Wellness Community

The mycology industry—known for medicinal mushrooms, sustainable agriculture, and eco-conscious products—has the ability to lead by example in ethical wellness.

Best Practices for Ethical Mushroom-Based Wellness Brands

Educate responsibly – Instead of marketing stress-relief mushrooms as a “necessity” during catastrophe, provide accessible scientific literature on their benefits.
Integrate donation-based models – Consider structuring pricing to allow supporters to sponsor free products for those in need.
Maintain scientific integrity – No outlandish product claims; only accurate information backed by research.

As mushroom wellness becomes more mainstream, practitioners must commit to transparent, ethical engagement—rejecting the fear-mongering tactics that plague parts of the wellness industry.

Practical Steps for Ethical Crisis Marketing

For wellness brands looking to navigate crisis marketing with integrity, consider these steps:

Perform an internal ethics check – Ask: Are we truly providing value, or are we taking advantage of emotions?
Prioritize free content and vital resources – Make help accessible before monetizing anything.
Redirect attention to credible relief efforts – Link to fundraisers, volunteer groups, and mutual aid networks.
Create meaningful give-back initiatives – Build trust and long-term goodwill instead of seeking short-term profit spikes.

Example of an Ethical Brand Approach: Patagonia

Patagonia’s long-standing commitment to environmental and social responsibility proves that mission-aligned business models can be both ethical and profitable. By donating revenues, championing activism, and rejecting exploitative tactics, the brand sets a high standard for ethical commerce.

Key Takeaways

✅ Crisis marketing should prioritize community support, not opportunistic sales
✅ Fear-mongering tactics are predatory—education and aid build trust
✅ The mycology industry can lead by example in ethical wellness
✅ Wellness influencers should check their intent: Am I here to sell, or to help?
✅ Brands like Patagonia prove that ethical business models are sustainable and profitable

Final Thoughts: A Call to Ethical Wellness

Exploitation during crises isn’t new, but it should be actively challenged. As the wellness industry grows, it must decide: Will it be a force for healing, or just another storefront capitalizing on vulnerability?

By shifting the focus from profits to people, from short-term gains to long-term resilience, businesses can foster genuine, ethical wellness.

💚 Learn More About Ethical Mycology & Wellness

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