The word wholistic is very “in” these days. Our business friends, seeing a growing trend, have jumped on the marketing bandwagon and have created ad copy with such gems as “wholistic lifestyle choices”, “wholistic ingredients”, “wholistic ad campaigns”, wholistic blah…blah..blah.

In a materialistic society like ours every idea, person, animal, plant, and material object is treated as a potential commodity that can be bought and sold in the marketplace. Some of the worst examples of this are women’s bodies, pets and live animals, spiritual practices, plant and human dna, etc.

At some point a group of us have to start resisting this materialistic approach and say “enough, there are certain things in life that should not be for sale in the marketplace!”

I believe wholism is one of them. It’s principles and practices present a powerful model for 21^st century living that encourages co-operation with and respect for all forms of life. Let’s not lessen it’s impact by transforming it into just another marketing gimmick for selling soap! Michael