Don’t be duped (or even gooped….)

I may have invented a new word. As far as I can tell there is currently no verb “to goop”. However, goop does exist as both a common and proper noun. In the dictionary “goop” is defined as a sludge or slimy concoction. “Goop” (capital G) is a completely different box of frogs. It started off as a newsletter, authored by the actress Gwyneth Paltrow. It has since become a money-spinning “lifestyle brand”, and most recently, in the form of “The Goop Lab”, a 6-part Netflix “documentary” series. There is of course the obligatory website, a cursory look at which suggests that Goop is primarily a shop window for expensive cardigans and handbags, quack remedies and lifestyle hacks. To be fair, you’ll find various disclaimers on the website, and in Netflix series, that those behind Goop are not making medical claims. However, if people don’t buy their stuff they don’t make any money, so I suspect the hope is that the disclaimers will be quickly passed over and forgotten as you move on to various opportunities to part with your cash. I confess I’m not fashionable and I’m tight with my cash, so Goop wasn’t really on my radar. That is until the boss of the NHS mentioned it in a recent speech.  

Sir Simon Stevens is the Chief Executive of the National Health Service in England. He is clearly frustrated by health “fake news” and more importantly its effects. Political fake news is bad enough. And you could argue that it has led to a number of alarming consequences in recent years. But health fake news can have fatal consequences. Essentially his charge was that Goop, particularly with the reach given it by Netflix, was spreading health fake news widely and quickly.  In his remarks he grouped Goop with snake oil salesmen and anti-vaxers. It was, in his view, not a source of useful, health-related information. Nor was it providing health-related but basically harmless entertainment.

In response, beyond the widely reported and relatively anodyne statements put out by Goop directly, Gwyneth herself went on the record to reject this criticism. She feels it is unfair primarily because she claims that Goop doesn’t give health advice at all. And it might be that that the professionals are just over-reacting to bit of entertaining fluff, with the expected sniffiness of professionals and “experts”. One Guardian columnist while agreeing with what Stevens had said, reckoned there wasn’t too much to be concerned about. The public were smart enough to work out that Goop was an over-priced, modern snake oil operation. “It’s just a wellness brand – expecting it to hold toscientific/medical criteria is like expecting a lip gloss to do a handstand.” I’m not sure I get the allusion, but you get the idea.

So what about Gwyneth’s claims that advice isn’t being issued and scientific claims are not being made? On the Goop UK site, under the “About” tab, it’s not too difficult to find language that at least drops heavy hints that both scientific and medical thinking are central to Goop’s operations. Under “Wellness” we read “We have a tightly edited wellness shop of products vetted for efficacy by our in-house research scientists, and we’ve also created five vitamin and supplement protocols with doctors to cover all the bases.” (emphasis mine). And as for the Netflix series, it is called the Goop lab. I accept that on one level this all falls short of clinical advice and scientific claims. But at the very least there is a particular kind of signalling going on. It strikes me that they want a veneer of intelectual respectability, and think this comes from signalling the involvement of a degree of scientific and medical competence.

This isn’t just me being over sensitive (I am after all a scientist, and I do clinical research). Or if it is, I’m not alone. Dominic Pimenta, a cardiologist writing in the Independent put it this way:  “The problem is that the Goop“lab”  gives itself the appearance of scientific rigour, while in fact offering pseudoscientific laziness: they cite“trials and experiments” without evaluating them, and talk to “practitioners and doctors” without critiquing their conflicts of interest (of course the largest conflict of interest on the show is Goop's, a billion-dollar brand selling, among other things, alternative health products).” It appears Gwyneth and her chums want the respectability that comes from hinting that they are taking a scientific and responsible approach, without doing any of the hard (and expensive) work that this entails. This would after all impact on the bottom line.

Of course part of the problem is that we don’t really need Goop to tell us how to be well at all. We know what leads to wellness, and it is not expensively packaged supplements, coffee enemas, and various beads and balls stuck in unmentionable places. It’s simple, boring stuff like a diet with plenty of fresh fruit and veg, a reasonable amount of exercise and as much sleep as you need. Accompany these with a degree of intellectual stimulation (analogue or digital) and engagement, and a network of meaningful human relationships and psychologically you’ll probably be the right side of fine. None of this costs a fortune or need involve Goop or any other website.

Mind you, this will only keep you in temporal (and therefore temporary) good nick. Without wanting to sound deliberately preachy (which of course means I am about to), while these simple measures will keep us in good physical and psychological health, they won’t ultimately satisfy our most basic need. At the beginning of his “Confessions” Augustine of Hippo pointed out that “..our heart is restless until it finds its rest in you.” It’s that restlessness that Goop and much else in modern life seeks to address or at least distract us from. Inevitably it fails.

Don’t be duped. To quote the Psalmist: “For he satisfies the longing soul.” (Psalm 107:9). The "he" in this case is of course the God who created and sustains us (whether we recognise it or not).