Here’s why you’re seeing so many mushroom ads on social media
If you’ve noticed an influx of social media ads for mushroom kits, teas, and supplements, you aren’t alone. Age-old fungi are the latest contenders fighting for the superfood title in the wellness arena, popping up as everything from coffee alternatives to leather substitutes. Mushroom consumption has gone up steadily since 2013, and the pandemic drove many people to take solace in activities like foraging and gardening (two of many expressions of the “cottagecore” aesthetic). In addition, several states have begun to legalize psilocybin mushrooms, and many mental health experts have come out in favor of microdosing as part of therapy. And, of course, there’s money in the ‘shrooms, Vox points out: One mushroom biotech startup has a valuation of $2 billion.