In a “low-trust society,” Baker said, “you look for other sources of trust and where to put your trust, because we can’t be experts on everything. We need other authorities and influential people to guide us. In the wellness world, these authorities may include nutritionists, fitness trainers, lifestyle bloggers, spiritual coaches, naturopaths, yoga teachers, and holistic health experts. Among them are online influencers with large and small followers. Sometimes, indeed, more modest follow-up can lead to more confidence; marketers say that micro-influencers (10,000 to 50,000 followers) and nano-influencers (less than 10,000 followers) can be considered more truthful and authentic.