Body-neoliberalism logic made wellness culture structurally incompatible with pandemic collectivism

Evidence

The core Covid-era public health message—that we all needed to undergo some individual inconveniences for the sake of our collective health—enjoyed majority support. Yet it simply could not be reconciled with the wellness industry’s own overarching message: that individuals must take charge over their own bodies as their primary sites of influence, control, and competitive edge. And that those who don’t exercise that control deserve what they get. Neoliberalism of the body, in distilled form. — Naomi Klein, Doppelganger, 610

Categorization

• DEFINE: “Neoliberalism of the body” is a compact definitional coinage — the transposition of individual-responsibility ideology onto physical health.
• QUESTION: Worth chasing: does the same body-neoliberalism frame explain the earlier vaccine hesitancy among affluent wellness consumers, not just the fitness trainers Klein cites?