What is Sane-Washing in Pregnancy Wellness? Understanding Its Impact on Antenatal Care

In recent years, the wellness industry has seen rapid growth, and pregnancy is no exception. With an ever-expanding array of products and services targeted at expectant mothers, the line between evidence-based antenatal advice and commercialised health claims has become increasingly blurred. One term that has gained traction in response to this trend is “sane-washing.” But what does it mean, and how does it relate to pregnancy wellness advice? Sane-washing refers to the practice of using mental health or wellbeing language to market products, services, or advice, while disguising or downplaying the lack of solid evidence supporting them. This can be particularly harmful during pregnancy, a time when expectant mothers are often vulnerable and seeking reliable guidance. Understanding sane-washing is crucial for expectant mothers navigating antenatal care to make informed decisions about their pregnancy wellness.

Understanding Sane-Washing in the Context of Pregnancy Wellness

Sane-washing occurs when companies or individuals promote products, services, or advice under the guise of promoting mental wellness, but in reality, they may be overselling benefits or misrepresenting the impact on mental health. For example, some pregnancy supplements, lifestyle programs, or “must-have” items may be marketed as essential for a healthy, balanced pregnancy, when there is little to no scientific evidence supporting these claims. In the context of pregnancy, sane-washing can cause confusion and stress. It creates an environment where expectant mothers feel pressure to follow every new wellness trend, fearing that if they don’t, they are neglecting their antenatal care or the wellbeing of their baby. Sane-washing in pregnancy wellness advice often plays on fears and anxieties surrounding pregnancy, body image, and motherhood.

The Impact of Sane-Washing on Mental Health During Pregnancy

One of the main issues with sane-washing in pregnancy wellness advice is that it can heighten anxiety and pressure on expectant mothers. For instance, wellness influencers may present highly curated images of “perfect” pregnancies, where following strict wellness regimes results in “optimal” physical and mental health. These messages often come without the necessary context or evidence to support them and can set unrealistic standards for women during their antenatal journey. Pregnancy is already a time of significant emotional and physical changes, and adding the pressure of wellness trends can cause unnecessary stress. It can also make it difficult for women to differentiate between what is genuinely beneficial for their mental and physical health and what is simply a marketing ploy.

Common Examples of Sane-Washing in Pregnancy Advice

Sane-washing can manifest in a variety of ways during pregnancy, from dietary supplements and fitness programs to luxury wellness products. Below are some common examples of how sane-washing can appear in antenatal wellness advice:

1. Over-Promising Supplements

Some pregnancy supplements are marketed as providing “essential” benefits beyond basic nutrition, claiming to boost mood, reduce anxiety, or support cognitive development in the baby. While antenatal vitamins such as folic acid and iron are backed by scientific evidence and recommended by healthcare professionals (NHS, 2021), other supplements may not be necessary or even effective. Always consult your GP or midwife before taking any supplements beyond what is recommended in routine antenatal care.

2. Wellness Programs and “Perfect Pregnancy” Ideals

Many wellness programs, including antenatal yoga, prenatal fitness classes, and holistic retreats, offer genuine benefits for expectant mothers. For example, antenatal yoga can be a great way to stay physically active and manage stress (Mayo Clinic, 2021). However, some programs promote unrealistic promises about achieving a “perfect” pregnancy through rigid routines and exclusive products. This can add unnecessary pressure, especially for women who are already struggling with the physical and emotional demands of pregnancy.

3. Misleading Claims About Relaxation Products

The wellness industry is filled with products like pregnancy pillows, essential oils, and prenatal massage tools that claim to offer mental health benefits. While relaxation during pregnancy is important, and many of these products can provide comfort or a sense of wellbeing, it’s essential to recognise that they are often marketed with exaggerated claims. For instance, while prenatal massage can offer physical and mental benefits, such as reducing muscle pain and stress (NHS, 2020), it is not a “cure-all” for anxiety or emotional struggles during pregnancy.

Navigating Sane-Washing: Making Informed Antenatal Care Decisions

To protect yourself from the effects of sane-washing, it’s important to prioritise evidence-based antenatal care. Here are some tips for navigating pregnancy wellness advice and avoiding the trap of commercialised mental health promises:

1. Consult with Healthcare Professionals

Your antenatal clinic, GP, or midwife should be your primary source of advice when it comes to pregnancy care. They can provide reliable guidance on antenatal appointments, nutrition, and mental health support. If you’re considering taking supplements or enrolling in a wellness program, consult with your healthcare provider to ensure it’s safe and beneficial for you.

2. Look for Evidence-Based Information

When reading about pregnancy wellness products or advice, check for evidence-based information. Does the product or service have scientific backing, or is it based on personal anecdotes and marketing claims? Websites like the NHS, the National Institute for Health and Care Excellence (NICE), and other government health resources offer trustworthy advice on antenatal care and pregnancy wellness.

3. Balance Wellness Practices with Realistic Expectations

Wellness practices such as antenatal yoga, relaxation techniques, and even antenatal massage can be valuable tools for maintaining physical and mental health during pregnancy. However, it’s important to approach these activities with realistic expectations. They are supportive elements of your antenatal care, not quick fixes or solutions for complex emotional or physical issues.

4. Be Cautious of Social Media Wellness Trends

Social media is often a breeding ground for sane-washing. Influencers may promote products or practices that worked for them but are not necessarily based on sound medical advice. Be sceptical of any product or service that claims to dramatically improve your mental health during pregnancy without offering any scientific evidence. It’s always best to cross-check information with reputable sources and consult with your healthcare provider.

The Importance of Antenatal Support for Mental Health

Mental health is an important part of antenatal care, but it should be supported with evidence-based practices, not by marketing gimmicks. Antenatal education and support, such as attending antenatal classes near you, talking to your midwife about emotional wellbeing, and participating in pregnancy yoga classes, can be incredibly beneficial for managing mental health during pregnancy. However, these resources should complement your healthcare provider’s advice rather than replace it. If you’re feeling overwhelmed by pregnancy wellness trends or experiencing anxiety, depression, or other mental health issues, speak to your healthcare provider about accessing support. In the UK, there are various mental health resources available for expectant mothers, including perinatal mental health services, support groups, and therapy options.

Protecting Your Mental Health from Sane-Washing

Sane-washing in pregnancy wellness advice can contribute to confusion, stress, and unrealistic expectations for expectant mothers. Understanding what sane-washing is and how to navigate it can help you make informed decisions about your antenatal care, focusing on what’s truly important for both your physical and mental health. By consulting with healthcare professionals, seeking out evidence-based antenatal education, and recognising the limitations of wellness products and trends, you can avoid falling into the trap of sane-washing. Remember, your wellbeing and that of your baby are best supported through balanced, medically sound antenatal care.