Complementary and alternative medicine (CAM) is huge, and it’s only getting bigger, for good reason. After all, CAM includes healthy and highly beneficial modalities such as the use of natural products and supplements, meditation, chiropractic, healthy dieting, yoga and massage, among others.
And let’s address one major myth about complementary and alternative medicine right off the top. CAM is not, by it’s very nature, at odds with traditional western medicine. CAM is, for the vast majority of users, used to complement western medicine, as its very name implies. There are hundreds of studies and articles that prove the benefits of CAM modalities when used as both stand-alone methods and in concert with traditional medicine. One example is our 2018 blog post on the health improvements that can come from daily massage.
But just how huge is CAM? Some of the most reliable information that we have comes from this 2007 study from the NIH. The study shows that a whopping 38.3% of all adults in the U.S. (up from 36.0% just five years prior) engaged in some form of CAM regularly. Since 2007, these numbers have increased even more dramatically, as both older and younger adults (especially millennials) are embracing CAM at increasingly higher rates. While some young people turn to CAM as their primary form of healthcare, the majority are using various components of it to complement western medicine. This 2014 article from CNBC notes the dramatic rise in the use of alternative medicine by millennials between 2009 and 2013, a trend that continues today and is further explained by a millennial in this recent article from C + R Research.
And who exactly uses CAM? In short, everyone. The 2007 study found that CAM use is spread fairly evenly across all ages from 18 to 84 and across a wide variety of ethnicities, including over half of all Native Americans, over 43% of white Americans, nearly 40% of Asian-Americans, and about 25% of all black Americans and Hispanics.
For us, CAM is much more than a trend. It’s the healthy, holistic foundation on which we built our business, and the basis of that foundation is massage. Whether it’s using Kenkoh Massage Sandals to aid recovery after exercise or simply wearing them around the house as a supportive, soothing tool for preventing plantar fasciitis or other ailments, we have thousands of Kenkoh testimonials from healthy people who simply want to stay healthy by using the sandals as one key part of their holistic approach to prevention and self-care.
So, with all of the above in mind while setting up this year’s Kenkoh photo shoot, one of our primary goals was to capture younger people engaging with CAM through their everyday lives. Our shoot coordinator, Adam Robinson, and his team from Advantage Marketing, set us up with top-notch photographer Mike Ramos, a 30+ year veteran and the visionary behind dozens of campaigns for top brands across the advertising world as well as promotional shoots with A-list Hollywood celebrities. Adam, Mike and Mike’s assistant Ryan Yindra worked tirelessly to assist us in viewing and finalizing models, planning types of photos, building suggested wardrobes for each model, choosing the Kenkoh styles for the shoot and coordinating crew all while upholding our primary vision of capturing a new generation of healthy, vibrant people who engage with CAM on a daily basis.
And with that, we leave you with some examples of pics from this beautiful, inspiring day…