Lifestyle guru

Lifestyle gurus (also called lifestyle coaches, lifestyle trainers, lifestyle consultants) trained people to understand how they can make themselves happier through changes in their lifestyle. Lifestyle gurus are a profession popularised by several celebrities, including Cherie Blair and Madonna in the 1990s and 2000s.

Prominent examples of lifestyle gurus include Carole Caplin, who worked as a lifestyle guru for the Blair family.

Activities
Lifestyle gurus embody the para-social, leveraging intimacy, authenticity, and integrity. They are enabled by social media to attain micro-celebrity status and influence, demonstrating the emotional investment and trust they garner from the public.

Spiritual gurus have significantly influenced consumer behavior, especially in the FMCG sector. Their endorsements are based on public affinity towards spirituality, lending credibility to the products they promote. This has led to a competitive edge for brands like Patanjali and Sri Sri Tattva against established companies (Narendra et al., 2022).

Influencers, especially in health and wellness, effectively engage their audience through "influencer pedagogy". This method, while indirect, educates followers on social media platforms through relatable interactions, cultivating authenticity and expertise (Hendry et al., 2021).

Criticism
Lifestyle gurus have come under heavy criticism in recent years, with most criticisms concerning their utility. Other criticisms have centred on the perception that they are a symptom of the indecisiveness of today's society.

Frank Furedi, a professor of sociology at the University of Kent, has been a prominent critic of lifestyle gurus. Lifestyle gurus have received criticism for preaching unscientific ideas and thus influencing public opinion.

A 2017 article in Vox accused personal-growth gurus of being "all smoke and mirrors", "a hypocrite's game", and "bullshit artistry" aimed at making money from selling a product, such as books or conferences.