Paltrow’s brand normalises remote killing. War, but make it wellness: a dangerous blend of apathy and indulgence.
FO Take · Score 10
Gwyneth Paltrow’s latest venture into war profiteering is unsurprising. Goop has always commodified self-care to obscure genuine suffering. Now, it rebrands drone warfare as “conscious conflict,” sanitising the brutal nature of modern combat. This isn’t empowerment; it’s complicity, sold at a premium. Must we truly become desensitised to atrocity, so long as it’s aesthetically pleasing?
The strongest counter
Goop is merely reflecting cultural anxieties around technology and conflict. It offers a way for individuals to engage with difficult topics, however superficially, via a trusted brand. It is harmless escapism.
