The shadow side of the coaching, spiritual, and wellness industries
A recent experience reminded me of something I’ve witnessed before, the shadow side of the coaching, spiritual, and wellness industries.
Throughout history, humans have been searching for meaning. This human experience can be confusing, painful, and lonely at times. It makes perfect sense that we are drawn to people who tell us that they have the answers. If we only follow them and are given access to their wisdom, then we will be okay. We see this in our political system right now. We see this in the therapy world as well. I think that there is a particular emphasis on this dynamic in the wellness, spiritual, and coaching communities. The trend for years has been to have these “healers,” “teachers,” and “coaches” emphasize themselves when working with clients through social media posts, photo shoots, and ego based content. The industry encourages “healers” to market themselves in terms that imply that they are the expert. To say that if only you take their course, buy their product, work with them, you will be okay. That anxiety that has been gnawing at you will go away. Your issues with money will go away. Your health will be perfect. You will have healed from your past traumas.
The truth is that this life is messy. No one has the answer. No one is perfect. We all have our shadow sides and this shadow needs to be tended to and integrated throughout our lives. So why is this being promoted so heavily? Why do we as humans keep falling for these promises? Why do we keep going outward seeking answers instead of going inwards? Because that is what we have been taught over and over again. That someone in authority will save us. That the politician will make things better. That the course, guru, shaman, coach, or the therapist will make you whole, will make you successful, will make you not have to feel this pain that is an inevitable part of being human. This has been fueled by late-stage capitalism, by the patriarchy, by marketing industries that prey on clients, but also prey on people who genuinely want to support others and share their gifts.
When I launched Liberated Goddess, I entered a new world. Coming from a therapy background for the last 12 years, I had seen the shadow sides of therapy. The ego, the competition, the judgment, the disempowerment of clients. I was deeply excited to move into a space that felt more equal and where I felt like I could share a new layer of authenticity and support to others. As I started creating my website though, I realized that many common marketing approaches in these industries can unintentionally place emphasis on the guide as the authority. As much as it bothered me, I felt like I needed to incorporate this industry standard marketing advice into my site. I added the common labels to my website. I used words like “transformational,” “coaching,” and “healer” in my website. I opened an Instagram account. Because I was taught that it was the only way that I could connect with clients. That this was a necessity. That in order to share my gifts with others, I would need to fall in line and market in this way.
As painful as this recent experience was, I am starting to see that it was a gift that happened at just the right time. Just when I am launching, just when I am gaining more clarity on my offerings. Because it guided me back home to myself and my inner wisdom. I am shedding the labels that the industry expects me to take. I am shedding the promises and the words that awaken false hope and put me in a position of power. Because putting yourself in a position of authority can lead to corruption, disconnection from integrity, and misuse of power. I have seen this and experienced this firsthand. I am creating a clear statement of my values and integrity and I am committed to utterly rejecting this system that harms both practitioners and clients.
I will continue to be mindful of my shadow. To connect with my heart. To live with integrity and authenticity. This experience has been another initiation and another layer of growth and healing. I hope that it is a support to you, whether you have been harmed on this journey, are disturbed by what you are seeing in these industries, or are seeking to find your authenticity as a guide.
To learn more about steps I have taken and my values, click here.
The views expressed here are based on my personal experience and do not refer to any specific person or company.