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New Age Capitalism: Making Money East of Eden by Kimberly J. Lau,

The pursuit of wellness has become a fundamental promotional products and familiar part of everyday life in America. We are surrounded by an enticing world of products, practices, promotional products and promotions assuring health promotional products and happiness -- cereal boxes claim that their contents can reduce the risk of heart disease, bars of aromatherapy soap seek to wash away our stresses, newspapers celebrate the wonders of the latest superfoods promotional products and herbal remedies. No longer confined to the domain of Western medicine, suggestions for healthy living often turn to alternatives originating in distant times promotional products and places, in cultures very different from our own. Diets from ancient or remote groups are presented as cures for everything from colds to cancer; exercise regimens based on Eastern philosophies are heralded as paths to physical health promotional products and spiritual wellbeing. In New Age Capitalism, Kimberly Lau examines the ideological work that has created this billion-dollar business promotional products and allowed "Eastern" promotional products and other non-Western traditions to be co-opted by Western capitalism. Extending the orientalist logic to the business of health promotional products and wellness, American companies have created a lucrative promotional products and competitive market for their products, encouraging consumers to believe that they are making the right choices for personal as well as planetary health. In reality, alternative health practices have been commodified for an American public longing not only for health promotional products and wellness but also for authenticity, tradition, promotional products and a connection to the cultures of an imagined Edenic past. Although consumers might prefer to buy into "authentic" non-Western therapies, New Age Capitalism argues that the market economy makes this goal unattainable.
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