Source: Neuroathletics
The proliferation of “neuroathletics” and cognitive optimization discourse signals consumers are increasingly weaponizing neuroscience against what they perceive as systematic cognitive capture—revealing a deeper shift where personal agency itself has become the ultimate luxury good that must be defended and purchased back. This reframes the wellness industry’s next frontier: not just optimizing performance, but reclaiming the attention and mental sovereignty that digital-first capitalism has already colonized.