It’s all well and good prominent figures having their say on wellness. But, Zoë Edwards at Pangolin argues, their takes can leave consumers more confused than before. What we need is qualified influencers.
Unqualified opinions masquerading as ‘health hacks’ clogging up our TikTok feeds, says Edwards
The industry’s credibility crisis is nothing new, but as Joe Wicks’ recent anti-UPF campaign proves, it’s only getting worse. His mission was well-intentioned, but the execution highlights a growing disconnect between marketers and the consumers they’re trying to reach.
Wicks’ stunt – launching a nutritionally poor Killer bar to expose lax food-labeling laws – certainly got the nation talking. But it also drew sharp criticism for demonizing entire food groups, lacking scientific evidence, and ignoring the nuance behind consumer consumption habits. It’s a familiar story: a prominent figure without formal nutrition qualifications sparks a national debate, leaving consumers more confused than ever. This delivers brands a core challenge: how to build trust when the loudest voices are fueling confusion.
For every myth busted with evidence, there are a dozen pseudoscience tricks and unqualified opinions masquerading as ‘health hacks’ clogging up our TikTok feeds. These are often amplified by a marketing machine that has long favored reach over reason. This has created a generation of consumers who are not just skeptical, they’re exhausted. They’ve been marketed into a corner, and the old playbook of hiring talent for an aspirational #ad is not just obsolete, it’s insulting their intelligence.
Today’s consumer isn’t just scrolling. Their feed is an encyclopedia and Trustpilot all in one. Increasingly wise to oversimplified points of view, they’re looking to expand their knowledge, not be bombarded with unqualified recommendations. It’s not about shouting the loudest; it’s about providing a value-add for your audience. Consumers don’t just want brands to aspire to; they want brands they can believe in.
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The solution isn’t another one-off influencer campaign; it’s investing in expertise.
Enter the qualified influencer: the registered dietitians, doctors, sports scientists, dermatologists – people with genuine credentials and a responsibility to uphold their integrity. Many are building successful businesses in their own right, leveraging loyal, engaged, and trusting audiences by offering them a product they genuinely want and need. They’ve prioritized education over endorsement and, as a result, earned their authority.
Take registered nutritionist Emily English. She didn’t just endorse gut health; she built an audience that trusts her credible yet aspirational content. She then built Epetōme, a brand that embodies her expertise. Caroline Hirons didn’t just recommend skincare; she turned her ‘no bullsh*t’ authority into an award-winning business. These brands aren’t ‘cutting through the noise,’ they’re signaling a new approach based on qualification.
The good news is this isn’t just a strategy for founder-led startups. For legacy brands, it’s a simple but critical pivot. No matter your business size or consumer trust rating, there is merit in leveraging third-party experts. Recruiting authentic, credible voices transforms a marketing message into validated, third-party endorsement. It’s the difference between saying ‘our product is backed by [likely brand-funded] science’ and having a respected scientist explain that science for you.
For PRs, this is 101 for unlocking editorial opportunities. But true integration is more than press coverage or one single campaign. It’s a mindset shift. Embed them into your business by creating scientific advisory boards or retaining them as official brand nutritionists (or other, relevant, qualified experts). This signals a long-term commitment to credibility that goes beyond the marketing department.
Then, hand over creative control. Hiring an expert and giving them a script is like hiring a Michelin-starred chef and telling them how to cook the dish. Their unique voice is their value, so let them use it. It can be terrifying for brand managers, but this is where the magic happens. Not only does it foster a genuine relationship between expert and brand, but it makes for content that consumers will trust, engage with, and share. The most authentic collaborations feel like they originate from the expert, not your content calendar.
For years, wellness brands have obsessed over perfecting their message. In a world where consumers are rightly sceptical, the more persuasive brands will be those that perfect their messenger.
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Pangolin is a rare breed of communications agency, built on the belief that creativity should earn attention, not pay for it. Our earned-first approach shapes everything...
