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They get encouragement from social media, from friends and family. They get nudged with sticks and carrots by everyone from pharmaceutical companies to insurers, to employers who help pay for that insurance, to the best behavioral science that tech companies can utilize and commercialize. Our devices work together to collect data and customize ways for us to optimize our foods and fitness across a range of physical and mental measurements. Wellness is a fad, a trend, a religion, a way of life, and even just a boring part of everyday reality, depending on whom you ask. And yet, it's out of reach for many, economically or logistically. Tensions push and pull us along this plausible path to the future. How do we get to that path, and how did Ipsos think up this plausible path to begin with? 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That’s always been known. But recently science has made huge advancements in understanding how, exactly, that all works. Simone Pyle studies the gut biome, or the microorganisms that live in people’s digestive tracks, for Unilever, which has more than 400 food, vitamin and personal care products. 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