In our journey towards wellness, the influence of diet culture is hard to ignore. It shapes how we see food, our bodies, and ourselves, often in ways that are far from healthy. What we’re facing isn’t just about choosing what to eat or not eat; it’s about navigating a complex web of beliefs, behaviors, and business strategies that sometimes feel as constricting as a cult. At the center of this web, multi-level marketing (MLM) companies thrive, complicating our efforts to build a positive relationship with food and with our own bodies.

Diet culture has a knack for making its way into every aspect of our lives, offering the dream of a better, more desirable self. Yet, behind the promises of health and happiness lies a reality that can be as manipulative as any cult, using psychological tactics to lure people in. This post dives into the cult-like aspects of diet culture, its potential effects on us, and how we can develop resilience to stand strong against its influence.

The Cult-like Nature of Diet Culture

Diet culture has a way of presenting itself with promises of transformation, community, and even a higher purpose, echoing the characteristics that often draw people into cult-like groups. These enticing promises come at us full force in a society where we’re constantly told our value is linked to how we look and our success in meeting often unattainable or unsustainable health goals. Within the confines of diet culture, communities emerge, united in chasing these ideals. These spaces can offer a sense of understanding and support, yet they also create a bubble that may distance members from other viewpoints of health and discourage independent thought.

The Foundations of a Cult-Like Culture

Shared Ideals and Ultimate Promises

Diet culture thrives on the collective aspiration for an idealized body type or health status, mirroring the promises typical of cults. This shared vision fosters a strong in-group mentality, where adherence to the diet’s doctrines is seen as the only path to “success”—in this case, acceptance, health, and happiness.

Charismatic Leaders and Influencers

Just as cults often rally around a charismatic leader, diet culture is propelled by influential figures who profess to have discovered the “truth” about health and wellness. These individuals, ranging from celebrity diet gurus to wellness influencers, wield significant power, shaping norms and behaviors within the culture. Their compelling narratives and personal success stories create a persuasive allure that draws individuals deeper into the group.

Us vs. Them Mentality

Cults are known for their stark division between insiders and outsiders, a trait mirrored in diet culture. Between those who follow the “right” way of eating and those who don’t. This binary thinking reinforces group cohesion and loyalty while discouraging critical examination of the diet.

The Psychological Impact

Identity and Self-Worth

Diet culture’s messaging often ties individual worth to compliance with its standards, leading to a pretty big impact on self-identity. Followers may begin to define themselves through the lens of their dietary plan and adherence, experiencing feelings of guilt or superiority based on their food choices. This identity fusion can make leaving, or even questioning, the diet feel similar to a loss of self.

Isolation and Echo Chambers

By promoting a singular path to health, diet culture can isolate individuals from broader perspectives, trapping them in echo chambers that reinforce the ideology. This isolation can be both physical, as people avoid social situations that conflict with their dietary restrictions, and psychological, as they distance themselves from dissenting viewpoints.

Strategies for Resistance

Critical Thinking and Education

Empowering oneself with a broad understanding of nutrition, health, and the diverse ways of supporting well-being can help dismantle the allure of the toxicities within diet culture. Critical thinking allows individuals to question the claims and motives of diet gurus and to recognize the diversity in actions that support healthy living.

Community and Support

Finding or building communities that celebrate diverse body types, health journeys, and nutritional philosophies can provide a counter-narrative to diet culture. Supportive environments encourage open dialogue, shared experiences, and the affirmation of individual worth beyond dietary choices.

Self-Compassion and Flexibility

Cultivating self-compassion and flexibility in eating and health practices can be a radical act of resistance against diet culture. Acknowledging that health is multifaceted and personal can help individuals break free from the rigid, prescriptive mindset that diet culture promotes. Check out this article for more on self-compassion.

MLMs and Diet Culture: A Symbiotic Relationship

With an understanding of diet culture and concerns regarding it’s cult-like nature, let’s discuss something that adds a whole extra layer of complexity – multi-level marketing (MLMs). MLMs, with their business models that thrive on personal networks and selling often overpriced, unnecessary, or ineffective health and wellness products. MLMs and diet culture are a match that preys on vulnerabilities. The MLM structure intensifies the cult-like aspects of diet culture, offering not just a community of like-minded individuals but a path to financial success tied directly to one’s ability to conform to and promote the diet culture narrative.

The Allure of Diet MLMs

Financial and Lifestyle Promises

Diet MLMs are particularly compelling because they offer more than just products; they sell a dream of financial freedom, personal success, and transformational health. These promises are not just about achieving a certain body type but about attaining a lifestyle that seems to embody happiness, success, and community belonging. The narrative is powerful, blending the appeal of diet culture with the allure of entrepreneurial success.

Community and Belonging

One of the most potent aspects of diet MLMs is their ability to create a sense of community and belonging among their members. This community is often presented as supportive and empowering, a place where individuals are understood and their wellness and financial goals are shared. However, this sense of belonging is conditional, dependent on participation in the MLM and adherence to its products and philosophy, mirroring the conditional acceptance found within broader diet culture.

The Impact on Individuals

Financial Pressure and Dependency

The financial model of MLMs, which often requires individuals to purchase products upfront (if not to stock pile, at least to become a “product of the product”) and recruit others to do the same, can create significant financial pressure. Members may find themselves investing large sums of money with the hope of future returns that are often elusive. This financial investment can lead to a deeper commitment to the diet products and philosophy, as individuals seek to justify their expenditure and achieve the promised financial and health success.

Health Risks and Misinformation

Diet MLMs frequently market their products as essential to achieving health and wellness goals, sometimes making exaggerated or unfounded claims about their efficacy. This marketing can lead individuals to rely on these products over more balanced, evidence-based approaches to nutrition and health. The emphasis on supplements, meal replacements, or specific diet plans can also pose health risks, especially if these products replace a balanced and varied diet or if they’re not suited to an individual’s health needs.

Broader Implications for Health and Wellness

Perpetuating Diet Culture

Diet MLMs contribute to the perpetuation of diet culture by promoting narrow definitions of health and success. Their marketing strategies reinforce the idea that health and happiness are contingent on physical appearance and financial success, marginalizing those who don’t fit this mold or who question its validity.

Challenging the Cycle

Breaking free from the cycle of diet MLMs requires critical awareness and support. Individuals need access to unbiased information about nutrition and health, as well as support systems that value well-being over profit. Cultivating a critical understanding of the tactics used by MLMs and the broader diet culture can empower individuals to make informed choices about their health and financial well-being.

The Role of Anti-MLM Movements

AntiMLM works to expose the predatory practices of MLMs, offering support and information to those who have been negatively impacted. While their primary focus might not be on diet culture per se, the work of anti-MLM movements is crucial in the broader fight against the exploitative structures that bind people to harmful health and wellness practices. Many dietitians have been part of the message for a long time, and we also have many students discussing these issues as well. 

Navigating Vulnerabilities with Care

For individuals stepping away from diet culture or MLM environments, the path is often filled with challenges and sensitive points. It’s vital, especially for health and wellness professionals, to acknowledge and address these vulnerabilities with care. This process involves a deep dive into the beliefs and emotions that have bound individuals to these groups. Providing support in this context must be nuanced and compassionate, steering clear of judgment. The focus should be on empowering each person to foster a balanced and enduring connection with food and wellness. This approach respects the unique needs of their bodies and helps them navigate away from the unrealistic demands of diet culture.

Additionally, it’s essential to remain vigilant about those who might seek to exploit these vulnerabilities in the aftermath of diet culture and MLM involvement. As individuals work to rebuild their relationship with food and wellness, there are entities and new movements that, while seemingly opposing diet culture, may still operate with profit motives that do not truly prioritize individuals’ well-being. Supporting people in this transition means not only helping them disentangle from harmful practices but also guiding them to recognize and resist other forms of exploitation. Encouraging critical thinking and self-advocacy becomes crucial in this context, ensuring that the journey toward health and wellness is led by genuine care for oneself, free from external pressures and predatory tactics.

Through these efforts, I am committed to a mission that nurtures genuine care and autonomy in health and wellness, steering clear of predatory tactics and external pressures.


Breaking free from diet culture, especially when intertwined with MLM schemes, is a lot. It demands courage, support, and a critical examination of the narratives we’ve been sold about health, success, and belonging. As we navigate these complexities, let’s commit to fostering environments that prioritize genuine well-being, informed choice, and support.