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Health influencer @drmercola suggested to his 504,000 followers whether, while the media focused on climate change, the fires might have been deliberately set to “to facilitate a land grab” to make the areaa “smart city”— referring to a technology-focused urban design idea.

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But for years there has been a merging of wellness, disinformation and conspiracy, as a subset of influencers use the backdrop of aesthetically pleasing, pastel-colored posts to spread much darker messages, weaving together alarming conspiracy theories with calls for users to buy their supplements or services.

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Cécile Simmons, a trained yoga teacher, was surprised when many of the wellness accounts she followed started posting about climate change. “It just started popping up in my feed and I thought OK, that’s interesting, now that COVID is ‘over’ they’re diversifying the narrative,” she told 【 - Free Professional Portfolio Management 】.

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Joseph Mercola, the man behind the @drmercola Instagram account, told 【 - Free Professional Portfolio Management 】 that “humans are absolutely impacting the environment and the climate.” When asked about his comments on Hawaii’s wildfires, he said he accepts the consensus that dry conditions and strong winds fueled the blaze. “It was never stated that it was definitely intentional,” he said, “although some have speculated that is a possibility.”

His climate posts are often framed in this way, not making definitive claims but rather asking questions like: Is the idea of eating insects “part of globalists’ ‘green agenda?’” Or advertising guest posts suggesting the “war on climate change” follows “the same playbook used by nefarious individuals who lust for complete power over the citizens.”

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“I don’t think the culture understood how dangerous the rhetoric in wellness spaces was until the pandemic,” said Derek Beres, co-host of the podcast Conspirituality, which explores the collision between wellness and conspiracy theories. One researcher, Marc-André Argentino, coined the term “pastelQAnon,” to describe the soft, pleasing aesthetic used by some influencers to spread their conspiratorial worldview.

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Influencers crave relevance, said Callum Hood, head of research at the Center for Countering Digital Hate, and “climate change is a big relevant issue that’s in the news all the time.”

It is a short ideological leap from vaccine conspiracies to climate conspiracies, Hood told 【 - Free Professional Portfolio Management 】: If the establishment is wrong about health, the thinking goes, then they’re also lying to you about climate change.

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It may seem easy to dismiss this subsection of wellness influencers, but the bonds they create with followers are strong.

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It’s particularly worrying as it allows climate misinformation to reach new audiences, experts say,including young people that might otherwise be supportive of climate change action.

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“If the only news they’re consuming is coming from a wellness influencer sharing disinformation regarding climate change, they may never realize the information they’ve been given is inaccurate,” Wellman told 【 - Free Professional Portfolio Management 】.

Extreme views can give influencers higher clicks, more audience and a more lucrative brand, Caulfield said, so the incentive is clear to steer towards those ideologies. “And the sad thing is that, the more it becomes about ideology, the harder it is to change people’s minds, because it is about belonging to a community.”

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For others, the focus is much more on the other platforms hosting these influencers. Hood is pushing for more clarity on climate policies, and for measures including bans on amplifying and monetizing content that clearly contradicts climate science.

He also called on regulators to take a hard look at the products and services being sold on Instagram and other platforms. “It is the Wild West,” he said.

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But for experts like Hood, there is simply not enough being done to tackle a problem with such alarming implications.

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