Why “Science-Backed” Is Becoming the Most Important Label in Wellness
Sharlyne Poggio's Highlights
- Sharlyne Poggio explains, "That hope becomes easier to exploit when most people were never taught how to separate a scientific claim from language that only sounds scientific."
- Only 41% of top health and wellness influencers identify as healthcare professionals, and just 17% of those come from a conventional medical background.
- Two-thirds of consumers say they'd switch to brands that prioritize transparency, and 85% are swayed by scientific claims when deciding what to buy.
As trust in viral health trends declines, consumers are turning to evidence, transparency, and research-driven solutions.
Introduction: A Shift in Trust
Social media is the go-to place for wellness content today. Influencers promote everything from health tips to supplements and provide education on numerous health issues. Wellness content has even led viewers to seek help or get a diagnosis. However, wellness content is largely riddled with misinformation and conflicting advice.
Influencers are encouraged to make content based on trends and profits, not knowledge. Miracle cures go viral on social media, offering hope to audiences who are desperate for relief. “That hope becomes easier to exploit when most people were never taught how to separate a scientific claim from language that only sounds scientific,” explains Sharlyne Poggio, the Principal Scientific Educator at Fatty15.
Consumers are becoming increasingly skeptical of wellness content, often backed by affiliate links instead of science. People now want to see evidence before buying into the latest health trend. As a result, science-backed is becoming the most important term in the wellness industry.
The Rise and Limits of Influencer-Driven Wellness
Social media largely makes information more accessible. According to a 2025 study by Pew Research Center, 40% of U.S. adults have gotten health and wellness information from social media influencers. Young adults under 50, people without health insurance, and Black, Hispanic, and Asian Americans are particularly likely to use influencers for health and wellness information.
Wellness content has had a measurable impact. 54% of viewers said this type of content helped them better understand how to be healthy. 22% said information from health and wellness influencers made them less worried about their overall health, while 26% said it made them more worried.
Despite the positive influence of wellness content, there’s a growing mistrust and uncertainty around health and wellness influencers. The majority of consumers say they only trust some of the information they get from them, while 24% say they trust little to none.
Without verifiable credentials and sources, it’s difficult for viewers to trust the information they get from social media. Influencers frequently rely on personal experience to back their claims. The majority of top health and wellness influencers don’t have a formal background or expertise on the topics they promote. Only 41% describe themselves as a health care professional. For those who identify as a health care professional, just 17% are from a conventional medical profession.
What “Science-Backed” Actually Means
Science-backed means that a claim is supported by scientific evidence. Peer-reviewed studies, clinical trials, third-party testing, or established scientific knowledge all count as scientific evidence.
Consumers look for the term science-backed to check if a claim or product is credible. Science-backed, however, is an unregulated term. Brands don’t need to meet specific criteria to say their product is “science-backed.” As a result, supporting scientific evidence can vary in relevance and quality.
Brands need to be transparent about what science-backed means so that consumers can easily verify the validity of their claims.
Why Consumers Are Demanding More Credibility
People are constantly inundated with content. Consumers are particularly weary of conflicting health information on social media post-pandemic. As paid sponsorships increasingly replace organic content, wellness content without credentials is no longer resonating.
People are now skeptical of misleading and vague marketing. They want evidence that what they’re being told is true and they are taking the time to find it. Consumers increasingly read labels, research ingredients, and seek out expert opinions.
Authenticity is now the primary influence on consumer purchasing decisions. Paid influencer testimonials and virality no longer feel trustworthy. People don’t trust a brand until they hear real, first-hand experiences. Most consumers read several reviews before purchasing, while 56% of consumers spend over an hour researching products over $500, Emplifi reports. Time spent researching increased by 24% since 2023, proving that consumer awareness and behavior has notably shifted in recent years.
The Role of Research and Clinical Validation
Consumers need to understand what scientific research means to navigate science-backed claims. Research and clinical validation provide that information. Researchers use methods like peer-reviewed studies with measurable outcomes to obtain reputable data.
Science helps people navigate an industry that often feels unapproachable and uncertain. Consumers can feel more confident and make informed decisions when they have access to research they understand.
Understanding the following terms can help consumers confidently navigate science-backed claims:
Clinical Trials: Clinical trials are the gold standard. The most reputable clinical trials are randomized, controlled human clinical trials. These are randomly assigned and have a treatment and placebo group. Researchers control for potential variables and biases, which helps ensure accurate data.
Consumer Studies: Open-label or observational studies are the most reputable consumer studies. In consumer studies, participants know what they’re taking and there’s no placebo group. The data from consumer studies is often less reputable than clinical trials.
Third-Party Review: Any study, test, or ingredient can be independently reviewed by a third party. This ensures that the results are accurate and unbiased. Consumers should look for third-party validation from a reputable certifying body, like the IRB.
Transparency as a Competitive Standard
Transparency is key if brands want to remain relevant in today’s competitive market. Two-thirds of consumers today say they’d switch to brands that prioritize transparency, Science Direct reports.
Companies are being held to higher standards. Accessible information and clear labeling is no longer optional, it’s expected. It also pays off. Science-backed evidence determines whether or not people buy a product. According to Citrus Labs, 85% of consumers are swayed by scientific claims when making purchasing decisions. Wellness brands that use clinical trials report a notable increase in brand awareness and ROI. Transparency is becoming the biggest selling point in wellness.
What This Means for the Future of Wellness
The wellness market continues to grow significantly. It’s expected to grow from $6.82 to $10.36 trillion by 2030. The wellness industry needs to adapt to meet consumer needs. Consumers will continue to seek out authentic, trustworthy wellness sources and brands. Over the next few years, viral wellness trends will decline in favor of evidence-based messaging and educational content.
While consumers increasingly favor brands with science-backed data, this information isn’t always accessible. Consumers still struggle to verify health information and make informed decisions. This problem provides an opportunity for the wellness industry. Brands and influencers who make scientific information easy to understand and let transparency shape key messaging are the future of the industry.
Building an authentic connection with customers is becoming just as valuable as the product itself. People may no longer want sponsored wellness content, but they still want to organically discover new products and information online. The majority of consumers say they post about products when they are excited about them, with no other incentive, Retail Insider reports. If wellness brands focus on providing value to their customers and building brand loyalty, their reach and credibility will only increase.
Conclusion: From Hype to Evidence
Consumers today increasingly distrust brands and influencers that don’t lead with transparency. The growing consumer demand for authenticity and science-backed information reflects a shift in the rapidly expanding wellness industry. Trendy health and wellness content that relies on anecdotal evidence has lost its influence.
Science-backed wellness brands that provide clear value and transparent credentials, like Fatty15, are the future of the wellness market. As the industry evolves, brands will continue to prioritize accessible, educational messaging over vague, flashy claims.
