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22 Jul 2025 - 11:24 am

When wildfire ripped through Hawaii’s Maui last August, the impact was devastating: a whole town reduced to ashes, more than 100 lives lost. The inferno was described as the “largest natural disaster in state history.”

But some on Instagram suggested, without evidence, there was something much more nefarious at play.
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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 area a “smart city” — referring to a technology-focused urban design idea.
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A natural parenting influencer, whose Instagram page is filled with soft-focus pictures of herself against pretty pastel backgrounds, implied to her 76,000-strong community that Hawaii’s wildfires were started by “directed energy weapons” — systems which use energy such as laser beams.

These posters are all wellness influencers — a loosely-defined umbrella term for a wide range of accounts including yoga, lifestyle, fitness, alternative health and new age spirituality.

While conspiracy theories about the Hawaii wildfires spread across the internet last year, it may seem surprising they were also seized upon by part of the wellness community.

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.

This phenomenon exploded during the pandemic, when anti-vax sentiment took hold in large parts of the wellness community. As interest in the pandemic waned, experts say some wellness influencers have latched on to climate change to galvanize followers.

Their concern: Those influencers — some with hundreds of thousands of followers — are exposing new, and younger, audiences to a slew of misinformation and undermining efforts to tackle the climate crisis.

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22 Jul 2025 - 09:10 am

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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There are strategies to counter the misinformation, though. It’s important to do it in a respectful and constructive way, even when it comes from influencers some may dismiss as “frivolous,” Caulfield said. “Pre-bunking” can also help, he added — getting out ahead of the misinformation, and making people aware of the tactics used to push it.
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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.

Meta, which owns Instagram, declined to comment. The company has policies to counter misinformation, including international teams of fact checkers which evaluate climate science content. When they rate posts as false, they can reduce distribution and add warning labels, and accounts that repeatedly offend can lose the ability to advertise or monetize.

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

As the climate crisis continues to fuel more frequent and more severe extreme weather events, it is creating perfect conditions for climate denial and misinformation to flourish across these parts of the wellness community.

“The dark side of wellness has always been there. It’s just now we see it,” Simmons said.

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