Overview:
- Too much focus on individual action and change puts responsibility for change at the feet of individuals, as if they were separate and not touched by the wider dynamics wrought by policy and economic dynamics.
- In public health this is called ‘lifestyle drift’.
- This lets the economy – and those who shape it – off the hook, while individuals bear the brunt of wider economic trends.
- Rather than blaming individuals for ‘wilting’ when the conditions around them don’t enable them to thrive, it is those economic trends are where change is most urgent: including decent work; businesses that harness profitability is a means, rather than a goal in its own right; and economic activity generated from the local up via community wealth building.
The economy is a major upstream cause of many of the problems Australians face downstream. The economy creates the causes that compel certain behaviours, invoke certain reactions, and deliver harmful impacts.
Yet often the emphasis of policies and programs is choices and changes individuals needs to make. In the public health sphere, this shift in emphasis from the wider context to individual lifestyle choices has been referred to as ‘lifestyle drift’. Here Dr Katherine Trebeck shares her thoughts on the need to move beyond it.
What lifestyle drift means
Firstly, let’s look at what lifestyle drift actually means. It’s a term used by public health scholars and, as you may have suspected, it’s not as fun as it might sound. It’s what happens when those designing policies might understand the external conditions (upstream factors) that drive health inequalities, such as the quality of work and access to decent housing. However, when it comes to action, the focus drifts downstream to questions of lifestyle, where the individual is in the frame, rather than the economy.
Another way to think about the problem with such an approach is ‘wilting-plant-syndrome’, a concept described by poet and clinical psychologist Dr Sanah Ahsan.
Ahsan wrote: ‘If a plant were wilting, we wouldn’t diagnose it with “wilting-plant-syndrome”; we would change its conditions’.
‘Wilting-plant-syndrome’ is seen all too often in policy and economic thinking today, where downstream individual action is seen as the problem, not the wider conditions causing the problems. The consequence of the thinking inherent in both lifestyle drift and wilting-plant-syndrome is that the onus of action is placed on individuals, as if they were separate and not touched by the wider dynamics wrought by policy and economic systems.
What lifestyle drift looks like
Health is an area where it is hard to avoid seeing the lifestyle drift phenomenon play out.
As Kriznnik et al say ‘the main assumptions underpinning interventions to address health inequalities … remain focussed on individual responsibility’. For example, when people are struggling with their mental health, they are offered therapy or antidepressants. This might help someone manage, but it won’t address the challenges they face in their lives such as poverty, a hostile workplace, the stress of being unable to pay bills, or the anxiety of precarious housing. You can see a focus on individual action in a recent briefing about tackling obesity, where the suggested changes mostly revolved around mechanisms that supported or compelled individuals to act differently.
Lifestyle drift is also evident in a 2025 Australian Productivity Commission report calling for a National Prevention Investment Strategy. In all 95 pages of the report, the word “poverty” appeared only twice (once in a reference), and the word “inequality” only three times. To its credit, its list of primary prevention measures included economic support for families (while important, arguably transfers are also an after-the-fact response downstream). But in the same vein, it also described parenting education (where the onus is on the individual parents to change).
We Aussies aren’t the only ones at risk of wilting plant syndrome and lifestyle drift:
- A few years ago, the World Health Organisation published a list of ‘best buy’ interventions on non-communicable disease, which positioned the individual as the unit where change needs to happen (through education, taxes on unhealthy food etc). Poverty was mentioned only in passing and inequality ostensibly ignored.
- In the UK ‘policies designed to reduce health inequalities’ largely assume that ‘human behaviour is a major determinant of health, and that behaviour is largely a matter of individual choice’. For example, a UK alcohol policy is described as largely directed to helping individuals make ‘healthy choices’.
These individualised framings cut through. For example, poor diets are often attributed to bad individual choices. Research found that in the UK Victorian-era notions of deserving and undeserving poor prevail, with the researcher observing that some providers of foodbanks depicted food charity as a ‘choice’, seeming to endorse ‘the classic deserving/undeserving divide while individualising food insecurity and obscuring the systemic issues’.
Shifting the blame for environmental harm
Shifting of responsibility to individuals, often by large corporations, is rife in environmental issues, from litter to the concept of a personal ‘carbon footprint’. For example:
- An ad launched in the US a few years ago showed an actor canoeing through polluted water, then walking toward a highway, only to see someone throwing rubbish out of their car window. The end of the ad states that ‘People start pollution. People can stop it’. This was part of the Keep America Beautiful campaign, an initiative designed and funded by packaging business, such as American Can Co, Owens-Illinois Glass Co, Coca-Cola and Dixie Cup.
- The term ‘litter bug’ was coined by the plastics industry, just as it was oil company BP that created the concept of an individual ‘carbon footprint’, with the carbon footprint calculator created in 2004 by a public relations firm working for BP.
How lifestyle drift dodges the real issue
The problem with all this focus on individuals is that overly emphasising individual action lets the real culprit off the hook: the economic system itself and the rules and players within it that create a misalignment with what people and planet need. It ignores the political decisions and deep-seated assumptions that have carved out the shape of the economy of today.
As scholars writing in the Lancet conclude, individualised framing absolves corporations and government of blame. It serves to ‘effectively [neutralise] the effects of social context and airbrushes out of the picture a number of important contextual agents and institutions—specifically the state, markets and industry’.
Well-known epidemiologist Professor Michael Marmot and colleagues warn that:
an ‘individualistic approach to health … is a convenient mechanism for those in and with power, and wider society, to abrogate responsibility for creating the conditions for a healthy society’.
Time to put the spotlight on the economy
The reality is that it is the economy that drives many of the challenges Australia confronts today, from people’s sense of grievance and lack of hope for the future to species loss; from homelessness to increasingly chaotic weather. The economy is a major upstream cause of the many problems Australians face downstream. The economy creates the causes that compel certain behaviours, invoke certain reactions, and generate harmful impacts.
Take the unhealthy behaviours, such as lack of exercise or reaching for processed food. Many are not so much a matter of free choice, but options taken when agency is bounded and curtailed. Sometimes people simply do not have the extent of autonomy and choice that the prevailing economic discourse, with its emphasis on individuals maximising their own self-interest, might imply.
‘Causes of the causes’ is how Professor Michael Marmot describes the social pressures that drive harmful behaviours: such as reduced physical activity due to safety concerns, or stress leading to smoking or overeating.
A leading authority on the social and economic determinants of health, Professor Sharon Friel, documents the various evidence of how and to what extent the economy matters to health. Socio-economic inequalities are critical factors: it was recently reported by health scholars Dr Sarah Hill and Dr Edward Jegasothy that one-fifth of ill-health in Australia could be avoided if everyone had the same socio-economic conditions as the top 20 per cent.
So, where to from here?
The story that needs to be told is how many economic policies are deepening inequality, and how deliberate policy choices – like tax concessions for the wealthy, weakened unions, and the emergence of precarious work – have shifted wealth upward and eroded protection for workers, while increasing insecurity and instability for many.
When policy and decision makers are discussing outcomes, they need to take account of how market logic and profit motives have reshaped access to basic needs in areas such as housing, education, and often health and care provision. This transfers risk from institutions to individuals and undermines collective support, and spurs an understandable response: people turning to personal insurance for support when sick and to their homes and share markets to provide a decent livelihood in their old age.
Conclusion: what would be better?
‘An indigenous analysis of the same thing would look more at the context to try and find out what actually happened’ – Tyson Yunkaporta, Indigenous scholar
The alternative to lifestyle drift and wilting plant syndrome is looking upstream to how the economy operates: the terrain of jobs, what sort of work is paid for, ownership of firms, costs of goods and services, and provision of core services. Instead of just instructing and coaxing individuals to change, it means turning to the realm of the economy as a critical arena for prevention. It is the economy where risks such as poverty, precarious work, and homelessness, can be truly addressed, as opposed to simply patched up.
The economy we could have means implementing policy instruments that ensure, for example:
- People are paid enough, have job security and conditions that support a healthy life
- Profitability is a means, rather than a goal in its own right
- Economic activity is generated from the local up via community wealth building, rather than hoping in vain for it to trickle down
- Basic needs such as food, shelter, education, and health care are affordable
- Sources of unearned wealth, such as inheritance and rent and land values, are taxed more than income
- Economic activities which make money from people’s struggles or profit as a result of doing harm to the planet are, if not banned, at least minimised
- Prices of goods and services reflect their true cost in terms of what it took to make them, both in environmental terms and via people involved being compensated for their efforts
- Success is measured in ways that reflect what people and planet need.
The economy we could have means grappling with the purpose, design, and delivery of the economy and resisting lifestyle drift.
Fortunately, there is no shortage of ideas and practices that show what is possible.
Check out our series, ‘Building the economy we could have’ for more.



































