Over the last few years, “woo-woo” has become a popular term—used to refer to “unconventional beliefs regarded as having little or no scientific basis. Especially those relating to spirituality, mysticism, or alternative medicine.”
But here’s the thing. While it’s generally well-accepted and even used by practitioners to describe their own work, the term is majorly problematic.
According to Google, the term is explicitly described as a “derogatory noun or adjective.” And despite its open and seemingly innocent usage, as a brand comms analyst, here’s why I have to agree with Google.
Over the last few years, “woo-woo” has become a popular term—used to refer to “unconventional beliefs regarded as having little or no scientific basis. Especially those relating to spirituality, mysticism, or alternative medicine.”
But here’s the thing. While it’s generally well-accepted and even used by practitioners to describe their own work, the term is majorly problematic.
According to Google, the term is explicitly described as a “derogatory noun or adjective.” And despite its open and seemingly innocent usage, as a brand comms analyst, here’s why I have to agree with Google.
As a phrase, “woo-woo” feeds into the divisive narrative of Western superiority. It subtly reinforces this idea that indigenous forms of knowledge, wisdom, or ways of moving through the world are inferior to their Western equivalent.