Netflix’s recent hit, Apple Cider Vinegar, unpacks the shocking rise and fall of Belle Gibson- a wellness influencer who built an empire on the false claim that she had miraculously cured her brain cancer through clean eating. While her deception is unnerving, what’s truly unsettling is the way this story exposes the human draw to false prophets – in the wellness industry and beyond.

Psychologically speaking- we know that in times of crisis, when we feel uncertain, fearful or powerless, we are more compelled to believe those offering simple solutions. That’s what we see in this series, where cancer patients facing terminal diagnoses and gruelling treatments are lured in by influencers promising to restore their good health. Similarly, this is what we see with rising populist leaders, who thrive in times of socio-economic strife, when people are compelled to follow those promising to make their lives great again.

Indeed, beyond exposing the psychological desire to believe in miracles and fantastical healings, the story of Belle Gibson tells us something concerning about levels of dissatisfaction and distrust in modern society. In this way, as we examine the dark-side of the wellness industry, we might find parallels that explain the rise of populist politics – as both movements rely on the rejection of expertise, the appeal to community and the power of charismatic leadership.

Firstly, both movements tap into growing anti-establishment sentiments. Indeed, we’ve all seen the clickbait ads: ‘Doctors hate this one simple trick!’. But why, exactly, would doctors- whose profession is dedicated to healing – hate a simple, effective cure? The answer, of course, is that they wouldn’t. Yet the persistence of such claims reveals something fundamental about the doubt and scepticism which now shrouds the medical establishment. Similarly, populist movements tap into a pervasive disgruntlement with ‘the political establishment’ and a distrust for political leaders. As both wellness influencers and populist leaders position themselves as separate from the establishment, they powerfully align themselves with ‘the people’.

It is from this context that both leaders present themselves as fierce truth-tellers. In an age where ubiquitous misinformation has eroded the public’s trust in expertise, the stage is set for individuals to wield influence and tell captivating stories. Here, they frame traditional authorities – insert doctors or career politicians – as corrupt and self-serving. In this narrative, the people’s leader or wellness influencer is the brave outsider, a person who has discovered the hidden truth and is putting themselves on the line to serve the will of the people.

Additionally, these movements become attractive because they provide a sense of belonging and community. Here, powerful in-group out-group dynamics draw people together as those who have discovered the truth and eschewed conventional establishments. Where Belle Gibson is herself driven by a craving for love and acceptance, we see that her followers are similarly bound by a desire for community. Further, where society has become increasingly isolated and fragmented, populist leaders give people a much-craved in-group by demarcating ‘the other’ and cultivating a sense of national pride.

Finally, an essential part of the false prophet story is of course the prophet, the charismatic and persuasive leader. Here, the success of wellness influencers like Belle Gibson relies on their ability to captivate an audience, the capacity to inspire followers to the point of unquestioning devotion. The ability to do this has been catapulted to new heights by the advent of social media, which has seen both wellness gurus and populist leaders attain a celebrity status. Indeed, essential to both growing movements is the cult of personality.

Ultimately, as we examine the appeal of wellness fads and populist politics, we must remind ourselves of their similarly destructive nature. In the context of health misinformation, the impact is clear – when people choose coffee enemas over chemotherapy – they die. Indeed, while the impacts of populism may be more obscure, the threat posed to democracy and social cohesion is similarly troubling.

We live in an age of profound distrust, where scepticism toward institutions has created fertile ground for false prophets. But simply debunking false claims won’t stop people from believing them. The rise of figures like Belle Gibson – and the political counterparts who thrive on similar tactics – reveals something deeper: a society searching for meaning, control, and belonging.

If we want to counteract these movements, we need to rebuild trust – not just in medicine or politics, but in the idea that expertise, nuance, and truth still matter. The challenge isn’t just to fight misinformation or de-platform scammers; it’s to create a future where people don’t feel the need to seek salvation in those who offer easy answers to hard problems.