Seeking Alternate Realities with Nootropics

The latest product fad in supplements seems to be around nootropics or ‘smart drugs,’ which are designed to help improve various mental functions such as focus, creativity, and motivation. Market analysts predict nearly 20 percent annual growth in ‘brain health’ supplements from 2019 to 2024, the result in part of a general hunger for cognitive stimulation products. 

While these products are growing in popularity across the country, our cultural strategists recently discussed the specific intersection between nootropics and certain political affiliations. Right wing celebrities and political commentators like Ben Shapiro  and Alex Jones have all actively promoted nootropic products across conservative media platforms. But what’s so appealing about nootropics for conservative consumers? 

Perhaps it plays into radical info-wars messaging around ideas like “there’s a war for your mind” and the “tap water is turning people and frogs gay,” driving many to view nootropics as a way to reclaim control over their mind and exercise free thought. It could also be related to the popularity of conspiracy theories and QAnon amongst conservatives, many of whom are similarly attracted to the wild possibilities of nootropics as they pursue alternative realities and science-fiction experiences—such as that depicted in the film Limitless. 

Regardless of political preference, the medical community still remains skeptical of nootropics and discourages their use. Their side effects and dosages are not well understood. And because they are listed as supplements, not drugs, they remain unregulated by the FDA.

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