‘They’re selling everything as trauma’: how our emotional pain became a product

The Guardian article by Katherine Rowland “They’re selling everything trauma’: emotional pain became product” examines how the concept of trauma has shifted in recent years from being a clinical response to extraordinary events into a widespread cultural and commercial phenomenon. Through insights from experts like Dr. Gabor Maté, Arash Javanbakht, and Bessel van der Kolk, the article highlights how trauma is increasingly framed as a personal identity and a marketable label, extending far beyond its original meaning tied to severe psychological injury.

What makes this article particularly compelling is its exploration of the paradox behind this trend.

On one hand, greater awareness and openness about trauma have helped reduce stigma and improved understanding of mental health.

On the other, the broad application of the term risks trivializing genuine trauma and turning emotional pain into a product to be consumed—through bestselling books, podcasts, expensive workshops, and social media confessions.

This commodification can blur the line between normal life struggles and clinical trauma, sometimes encouraging people to adopt trauma labels as excuses rather than pathways to healing.

Moreover, the article raises important questions about the social consequences of this cultural shift. While trauma narratives have become a form of cultural currency for some, marginalized groups who endure severe or systemic suffering may remain overlooked. The piece challenges readers to consider how we balance validating individual pain with avoiding the pitfalls of over-pathologizing everyday difficulties.

For those interested in a thoughtful analysis of how trauma is understood and marketed today, this article offers valuable insights. You can read the full piece by Katherine Rowland on The Guardian here:

‘They’re selling everything as trauma’: how our emotional pain became a product