Are Longevity Clinics Not Long for this World?

Ambiguous buzzwords and 4 reasons I’m bearish on longevity trends. Plus: Lululemon greenwashing complaint, niche women’s health sector heats up, and more.

Update: I’ll be speaking at CSICon in Vegas this fall! Join me, along with Neil DeGrasse Tyson, Timothy Caulfied, and more. INFO

—Rina Raphael

Are Longevity Clinics Not Long for this World?

Meryl Streep in the ‘90s classic “Death Becomes Her.”

The class-action lawsuit against “healthier” soda Poppi is getting a lot of attention. A California woman alleges the brand falsely advertised its “gut health” benefits, which is no surprise to many of you who read this newsletter. In July 2023, I called out a few beverage brands engaging in science-washing:

Prebiotic soda brand Poppi bills itself as “gut healthy” and an “immunity sidekick.” “Functional” beverage line Kin Euphorics is infused with adaptogens to “strengthen” your adrenal system and “balance” your body’s reaction to stress. Even water got a makeover: Evian’s new seltzer is “enhanced” with ingredients that “contribute to cognitive function.” 

What stood out to me is the plaintiff’s repeated frustration with the term “gut health.” The complaint notes Poppi’s “alluring representations” surrounding this overused term before investigating what it meant. It turns out not much. A Poppi can contains a measly two grams of prebiotic fiber. 

The lawsuit puts “gut healthy” in quotation marks, hinting at what’s become a widespread issue within the wellness industry: increasingly ambiguous, near meaningless terms. Gut health, brain health, hormonal health, mental health, you name it—there are too many catch-all terms claiming something without concretely promising anything. 

“It's clever because that way you don't have to be specific,” registered dietitian Leah McGrath of the Build Up Dietitians Newsletter (a fave of mine), tells me. “You don't need any evidence or metrics if you're using a vague term… It can mean anything.”

In terms of gut health, do you mean the marketed product aids digestion? Reduces constipation or diarrhea? Decreases risk of certain types of cancers? Manages inflammation? Even a subcategory like inflammation needs more detailed information. As McGrath says, are we talking about acute inflammation or chronic inflammation? 

(It should be noted that Poppi has already pivoted its branding.)