Best of YAP 2024 || Thursday, 26 December

Author

Sophie Randell
December 26, 2024

In partnership with

Welcome to Day 11 of the Best of YAP 2024!

Our team’s taking a little holiday break, but don’t worry—we aren’t going anywhere.

Because over this holiday period, you’ll be treated to one of our fave articles in your inbox each day.

So whether you’re sitting by the fire with a warm cup of cocoa (lookin’ at you, Northern hemi folks), or hitting the beach (for those of us having a summer Christmas), you can catch up on some reading and remind yourself of what a wild year 2024 was.

Catch ya in 2025!

- Charlotte, Editor ♡

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How AG1 Used Influencers to Scam the Public

The wellness industry thrives on marketing claims of ‘optimised health,’ often using influencers who may or may not actually use the product. AG1’s wide use of podcasters as influencers is the perfect example of how the lines between genuine endorsements and paid promotions are so easily blurred.

Clint Carter once tweeted that 'the secret to making a successful podcast is you have to use Athletic Greens.'

What was the author and editor referring to?

AG1 is a moss-toned powder that costs $99 for a 30-serving bag. It promises to deliver 75 vitamins, minerals, whole-food sourced superfoods, probiotics and adaptogens in one scoop.

The ingredients list is criminally long and full of wellness buzzwords. I mean, WTF is a 'Alkaline, Nutrient-Dense Raw Superfood Complex.'?

The brand claims AG1 is carefully formulated to nourish all the body’s systems holistically.

And their marketing makes you wonder how the human species ever survived before it.

AG1, which is essentially a multivitamin drink, had a meteoric rise in 2022. Every influencer, podcaster and health and wellness blogger appeared to be sponsored by the brand. And they were all claiming it was the solution to those 'hot girl tummy issues.'

Produced here in New Zealand, Athletic Greens quickly raised $115 million in venture capital, and the company’s valuation hit $1.2 billion.

All seems well, right?

Well, yeah. But it’s also a scam.

-Sophie, Writer

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