Weight loss drugs are reshaping everything from retail to relationships - here's how

In this episode of Follow the Rabbit, Igor and Johannes are joined by Susan Cox-Smith to explore the far-reaching implications of GLP-1 medications beyond their medical applications. The conversation examines how these drugs are reshaping everything from retail and relationships to identity and social dynamics.

The discussion begins with concrete market impacts: McDonald's potentially redesigning products, major retailers adapting clothing lines, and airlines recalculating fuel consumption based on predicted population weight loss. But the conversation quickly moves to deeper cultural implications, including:

With insights from Havas's consumer research and emerging market signals, the episode reveals how GLP-1 medications are becoming more than just weight loss drugs – they're catalysts for fundamental social change. The discussion highlights both the promise and perils of this transformation, raising important questions about healthcare access, beauty standards, and the future of wellness.

Chapters:

00:00 Introduction & Market Disruptions

07:22 Identity Shifts & Cultural Impact

16:09 Access & Social Implications

27:40 Future Scenarios & Challenges

38:50 Psychological Effects & Society

49:18 Concluding Thoughts on Health as Luxury

Susan Cox-Smith is partner at Changeist  

Susan on LinkedIn

Susan on BlueSky

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Follow the Rabbit on Spotify

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Follow the Rabbit is a Known Unknowns production

Known Unknowns on ⁠YouTube⁠ 

Known Unknowns on ⁠Instagram⁠

Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske

Find out more about ⁠Igor Schwarzmann⁠ 

Find out moire about ⁠Johannes Kleske⁠

This episode of Follow the Rabbit explores the emergence of GLP-1 drugs (particularly Ozempic) as a cultural phenomenon that sits at the intersection of medical innovation, luxury consumption, and social media influence. Igor and Johannes examine how these drugs, originally developed for diabetes management, have become status symbols in the weight loss industry, raising important questions about healthcare access, the medicalization of beauty standards, and the commodification of health. Through both scientific explanation and cultural analysis, the episode reveals how GLP-1 drugs exemplify the broader trend of “health as luxury” while highlighting the complex implications for society, business, and individual well-being.

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Follow the Rabbit on Spotify

Follow the Rabbit on Apple Podcasts

Follow the Rabbit on YouTube

Follow the Rabbit is a Known Unknowns production

Known Unknowns on YouTube 

Known Unknowns on Instagram

Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske

Find out more about Igor Schwarzmann 

Find out moire about Johannes Kleske

Follow the Rabbit is a (video) podcast that invites you into the messy, interconnected world of cultural research. Throughout Season 3, we're exploring the emergence of health as luxury and how it's reshaping our understanding of both concepts in contemporary culture.

In this conversation, we examine two contrasting manifestations of health as luxury that reveal fundamental shifts in how we think about wellness and status. We start with Erewhon, the LA grocery store that transformed from a simple health food market into a cultural phenomenon where $20 smoothies become social media events and Balenciaga collaborations turn grocery shopping into luxury theater.

From there, we analyze AG1, the venture-backed supplement company that has become the third-largest podcast advertiser while selling just a single product. Through these case studies, we explore how social media transforms health into entertainment, the evolving relationship between exclusivity and accessibility, and why some luxury health experiences succeed while others fall flat. The discussion reveals how our understanding of health has shifted from pure performance optimization to a more holistic but also more complex cultural phenomenon.

Chapters: 

00:00 Introduction and Context 

01:33 Erewhon: From Grocery Store to Cultural Phenomenon 

08:48 The Business of Instagram-worthy Health 

16:47 AG1: The Evolution of Health Marketing 

27:19 The Paradox of Luxury Through Mass Media 

34:43 Health Culture: Past and Present

You can also watch this episode on YouTube at https://youtu.be/mgsRwe9pEk8

In this episode of Follow the Rabbit, we explore the fascinating world of Continuous Glucose Monitors (CGMs) and their evolution from medical devices to luxury wellness products. Starting with Oura's acquisition of Veri, Johannes and Igor unpack how CGMs have become status symbols in the wellness industry. They discuss the technology behind these devices, their intended medical purpose for diabetes management, and how they've been repurposed for the “quantified self” movement.

The conversation dives into the broader implications of this trend, from the rise of “metabolic health” as a buzzword to the potential dangers of obsessive health tracking. Through examining user behaviors and market dynamics, they reveal how these devices exemplify “health as the new luxury” – where even basic wellness becomes another facet of status signaling. 

Join us for a thought-provoking discussion about the intersection of technology, wellness, and luxury, and what it reveals about our contemporary relationship with health.

In this episode of Follow the Rabbit, we explore the cultural shift that’s made health the new luxury. We dive into how this trend shows up in pop culture and technology, starting with American Psycho and how Patrick Bateman’s obsessive grooming routine helped shape modern men’s health culture.

We look at how luxury consumption changed after the 2008 financial crisis, leading to more subtle displays of wealth, with health taking center stage. The rise of the quantified self movement—pushed into the mainstream by devices like the Apple Watch and Oura Ring—has transformed personal wellness into a status symbol, helped along by celebrities and athletes.

From unconventional trends like IV drips to the shifting narrative of work-life balance, where health routines become a marker of status, we break down the contradictions within this trend. Health as luxury will be a recurring theme in future episodes, and we invite you to share your own thoughts and experiences as we continue exploring this evolving cultural shift.

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Follow the Rabbit on ⁠Spotify⁠

Follow the Rabbit on ⁠Apple Podcasts⁠

Follow the Rabbit on ⁠YouTube⁠

Follow the Rabbit is a Known Unknowns production

Known Unknowns on ⁠YouTube⁠ 

Known Unknowns on ⁠Instagram⁠

Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske

Find out more about ⁠Igor Schwarzmann⁠ 

Find out moire about ⁠Johannes Kleske⁠

Welcome to the new season of Follow the Rabbit. This time, we’re diving headfirst into the evolving world of health and wellness. As the landscape shifts, we believe we’re witnessing a fundamental change in how we think about health, healthcare, and well-being.

Here’s what you can expect:

1. We’ll explore the idea of “health as luxury”—not just a fleeting trend but a long-term cultural transformation.

2. We’ll cover topics like:

3. We’ll take a closer look at the business models driving these trends, how political actors are shaping the market, and who is working to make healthcare more equitable.

While we’ll reference some of our earlier research, including a 2020 trend report that described the rise of “health as luxury,” our focus remains on the here and now as well as possible futures. As always, we’ll also bring in interesting guests to share their perspectives and dive deeper into these conversations with us.

We want you to be part of the conversation. Share your thoughts, suggest guests, and help us bring diverse voices into the mix. This season promises to explore the contradictions, innovations, and cultural shifts shaping the future of health and wellness. Stay tuned.

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Follow the Rabbit on ⁠Spotify⁠

Follow the Rabbit on ⁠Apple Podcasts⁠

Follow the Rabbit on ⁠YouTube⁠

Follow the Rabbit is a Known Unknowns production

Known Unknowns on ⁠YouTube⁠ 

Known Unknowns on ⁠Instagram⁠

Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske

Find out more about ⁠Igor Schwarzmann⁠ 

Find out moire about ⁠Johannes Kleske⁠

In this season finale of Follow the Rabbit, we conclude our exploration of the re-emergence of third places with special guest Kyle Chayka, staff writer at The New Yorker and author of ‘Filter Worlds: How Algorithms Flattened Culture.’ This episode bridges the gap between the physical concept of third places and the digital world that increasingly shapes our experiences.

The episode provides a fitting conclusion to our season-long exploration of third places, offering insights into how digital culture has transformed our understanding and experience of community spaces. It raises important questions about the future of third places in an increasingly personalized and digitally-mediated world, leaving listeners with much to ponder about the nature of community and belonging in contemporary society.

This episode of Follow the Rabbit features Chris Palmieri, co-founder of AQ, a design product studio based in Tokyo and Paris. The episode focuses on exploring third places in Japan, particularly in Tokyo, where Chris has been living since 2001.

• Key points of the discussion include:
• Chris's observations on the evolution of third places in Tokyo, presented through a detailed map of various types of spaces and their functions.
• The post-war trend of co-opting public functions (like bathing) into private homes, and how this affected traditional third places.
• The concept of “privacy as service” in dense urban environments, including unique uses of spaces like car-sharing vehicles and love hotels.
• The idea of “companionship as service” in various types of cafes and social spaces.
• The role of convenience stores in Tokyo as an extension of home and part of the city's “operating system”
• A case study of the film “Perfect Days” by Wim Wenders, illustrating how third places are portrayed in cinema and how they reflect social dynamics in Tokyo.
• Comparison of Oldenburg's characteristics of third places with the reality of contemporary Japan, noting differences in social leveling, conversation as the main activity, and anonymity.
• Discussion on how Tokyo's long-standing density and financial restrictions might foreshadow trends in Western cities.

The episode provides a rich exploration of how third places function in a dense urban environment like Tokyo, offering insights into cultural differences and potential future trends for urban spaces globally. It highlights the adaptability of spaces in Tokyo and how the entire city can be seen as an extension of one's home.

You can also watch this episode on YouTube at https://youtu.be/4It1SaFkclc

This episode of “Follow the Rabbit” features the podcast's first guest, Kelly Pendergrast, a writer, researcher, and strategist based in Oakland, California. Kelly's expertise in technology, digital images, and material culture brings a fresh perspective to the ongoing discussion about third places.

The main topic of discussion is the evolution of third places, comparing traditional concepts to modern interpretations. Kelly presents her research on the subject, highlighting the differences between classic third spaces (like local bars, bowling alleys, or churches) and newer, more branded and aesthetically-driven spaces.

Key points of the discussion include:

The conversation delves into the reasons behind these changes, touching on topics such as the abundance of information online, the desire for optimized experiences, and the changing nature of community building.

Throughout the episode, Igor and Johannes engage with Kelly's ideas, offering their own insights and experiences. The discussion evolves to consider whether it's possible or desirable to recreate traditional third spaces in the modern context, and what new forms of community spaces might emerge.

The episode concludes with a reflection on the complexities of creating truly neutral spaces in today's society, acknowledging the historical biases in what were once considered “neutral” spaces. This leads to a more nuanced understanding of the potential benefits of newer, more intentionally designed third spaces.

Overall, the episode provides a thought-provoking exploration of how third places are evolving in response to technological, social, and cultural changes, leaving listeners with much to consider about the future of community spaces.

You can also watch this episode on YouTube at https://youtu.be/POQxyBIZj3k

In this episode, Johannes and Igor explore the concept of third places and their significance in travel. They discuss the emerging trend of pleasure in travel, the implications of revenge travel post-pandemic, and the rise of holistic tourism. The conversation delves into the importance of authenticity, community, and connection in travel experiences, as well as the impact of COVID-19 on travel trends. They also touch on the future of travel, emphasizing wellness and personalized experiences.

You can also watch this episode on YouTube at https://youtu.be/en59twofoso