We know the prime users of alternative medicine worldwide – it’s those middle-aged, middle-class, educated women with a high disposable income.
The younger end of this group is also likely to take their children to naturopaths and cranial osteopaths, to avoid having them immunised and to medicate them with shop-bought homeopathic and herbal remedies.
Alternative medicine offers these women a way to take control, to be remarkable in their day-to-day lives and to make them feel as if their needs as individuals are being attended to. It touches them, both physically and emotionally, at a point in mid-life when many women in our society say they are beginning to feel invisible. It tells them that they are unique different from every other person and, importantly, more, much more, than the sum total of their symptoms. And as we shall see, it provides the kind of positive reinforcement that most adults could not reasonably expect from their closest friends, or even their partner.
Indeed, ‘nutritionist’ Gillian McKeith offers a cereal bar* which lists ‘unconditional love’ amongst its ingredients.