‘We called it out’: Laura Henshaw urges industry to confront and address toxicity
Co-founder of the popular wellness app Kic, Laura Henshaw, has urged professionals to confront and address the issue of toxicity within the industry.
Speaking on the latest episode of Mumbrella’s one-on-one podcast, Henshaw stressed the importance of calling out practices that “don’t align with your brand” – but doing so in a considerate and respectful manner.
“At Kic, when something doesn’t align with us, we call it out in a nice way. For example, when we see toxic diet culture on social media,” Henshaw told host Neil Griffiths.
The fitness influencer recalled speaking out against the ‘legging legs’ trend that involved wearing gym tights in a way that accentuates the legs, often leading to a controversial and unrealistic body image.
“It was the thigh gap trend, but just renamed. We did so much work to get rid of it, and then it was back. We called it out and spoke about it,” Henshaw continued.
“You don’t need to stand for everything, but it’s really important to stay true to what you stand for because people will connect with you.”
Kic started as a recipe e-book on a mission to make healthy eating easier. Since it was founded in 2015 by Henshaw and Steph Claire Smith, it has grown into a holistic wellness company with a mission to embrace balance, not restriction, in a world where toxic diet culture is prevalent.
Henshaw, a prominent figure known for taking a stand against harmful weight loss messaging, emphasised the need for transparency and accountability – which she attributes to the success of her business.
“I’ve had social media now for more than ten years, and any time I have diverted from who I am and my truth, my social audience hasn’t grown, and things haven’t worked as well as they did before,” she said.
Smith (left) and Henshaw (right)
“My brand has been built on being relatable and just being myself.”
In the episode, Henshaw also discussed authenticity in the context of marketing, emphasising its importance in building genuine connections with consumers and fostering brand loyalty but also generating fresh ideas.
“As humans, our attention span is now shorter than a goldfish. We are constantly bombarded with ads, so we can’t do what we’ve always done,” she said.
“It’s not working anymore. We have to continue to innovate.”
Listen to the full episode here.
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