When Empowerment Backfires: The Psychology of Shame in Health Messaging

Health Marketing Collective

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.

On today’s episode, host Sara Payne is joined by J.C. Lippold to dive deep into a topic that’s rarely discussed in health marketing: the psychology of shame and the unintended harms that even well-meaning marketing messages can inflict on consumers.

J.C. is a nationally recognized teacher of movement and mindset, a trauma-informed personal trainer, and an executive presence coach. He’s worked alongside brands such as Lululemon, Orange Theory Fitness, and Fitbit to drive more inclusive, emotionally sustainable approaches to wellness. As the lead author of “Breaking the Cycle of Understanding and Exploring Solutions to Fitness Shaming,” J.C. brings expertise and empathy, translating compelling research into practical advice for everyone involved in the world of health marketing.

This episode uncovers what shame looks like in health and wellness messaging, how it cycles through consumer behavior, and why even the most positive messaging can backfire. Sara and J.C. discuss the real cost of oversimplification, how to avoid unintentionally reinforcing stigma, and why marketers need to distinguish between motivating and shaming their audiences. Listeners will gain fresh perspectives and actionable strategies for marketing chronic conditions, mental health, addiction, metabolic health, and more.

Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.

Key Takeaways:

1. Simplified Messaging Can Trigger Shame J.C. explains that well-intentioned, oversimplified health messages (like “eat less, move more” or “just do it”) can inadvertently make people believe that if they struggle or fail, they themselves are the problem—not the system, their circumstances, or the messaging. This leads to a cycle where people feel isolated and desperate, perpetually seeking the next “fix,” which is both emotionally harmful and unsustainable for long-term health.
2. The “Cycle of Shame” is Universal and Persistent The research revealed the breadth and permanence of shame’s reach: one in three have experienced food, body, or fitness shaming at some point, and 89% of those report carrying its effects for life. Marketers, clinicians, and communicators are nearly always intersecting with someone’s shame journey—making respectful, nuanced messaging critical.
3. Positive Phrasing Isn’t Always Empowering Even messages meant to uplift can perpetuate shame if they minimize individual reality. Examples like “we all have the same 24 hours” or “just do it” ignore unique circumstances, making those who struggle feel “less than.” Language that minimizes (“just,” “only”) or moralizes behaviors (good vs. bad food) isolates the very individuals marketers aim to help.
4. Effective Health Marketing is Both Inclusive and Pluralistic Marketers must recognize the diversity of human experiences, backgrounds, and challenges. J.C. urges personalizing messages where possible and avoiding one-size-fits-all assumptions. Acknowledging complexity—such as socioeconomic limitations, family obligations, or trauma—allows messages to meet people where they are, rather than setting up unrealistic expectations or reinforcing harmful norms. A key framework: marketers should decide when to act as a “candle” (providing guidance) versus a “mirror” (validating and reflecting consumers’ worth).
5. Focus on Humanity and Process, Not Perfection The most successful marketing acknowledges that health is not a binary of “good” or “bad,” and that everyone’s journey is unique. Consistently affirming self-worth, celebrating small wins, and using less punitive, more compassionate language fosters engagement and motivation. Marketers should recognize their power to either perpetuate cycles of shame or empower lasting, positive change—“do little things often,” and reflect people’s inherent value in both word and strategy.