Article
Comment
Mental Health
Podcasts
4 min read

What all those BetterHelp ads say about ourselves

Podcasting and therapy alike scratch our itch to be inquisitive about things, even our own inner worlds.

Jamie is Vicar of St Michael's Chester Square, London.

A podcaster speaks into a mic before a screen.
Soundtrap on Unsplash.

There's one dominion Amazon hasn't conquered. Jeff Bezos famously chose his company's name, in part, because it's the largest river in the world and he wanted to create the world's largest bookstore. And Amazon has flooded the market. But as the world of podcasting is taking over our commutes and leisure time, Amazon isn't taking it over. That top spot belongs to BetterHelp. 

Now that I've mentioned it, you probably know what I'm referring to: the ubiquitous ads offering online therapy, often reassuringly read by the podcast hosts themselves. Although Amazon is the second largest ad buyer on podcasts, BetterHelp spends more. A lot more. In the US, BetterHelp spent $22million in the second quarter of this year, followed by Amazon with $13million. . BetterHelp has pretty much been the top spender on podcasts Clearly, BetterHelp thinks the demand for therapy is right up there with the convenience of getting stuff delivered to your door. 

The message of online therapy, and the medium of podcasts makes for a neat match. It seems our wants and needs are more and more solo endeavours. Our desire for entertainment and help are becoming something we access alone, behind headphones and closed doors.  

Overhearing people talking about their therapist in a metropolitan café is now as as common as the extra-hot flat whites themselves.

I was stunned when I heard recently that Saturday Night Live celebrated fifty years on TV. It was a reminder of an age when families and friends would diarise prime-time weekend entertainment together in front of the glow of the screen. But common experiences are diminishing. Harvard fellow Flynn Coleman highlights that the third spaces  where we have customarily congregated, found community, and ourselves, are vanishing.   

She is, of course, right. We are just beginning to scratch the surface of the damage our atomised online worlds have created. But where the CDC health report last year tragically detailed the harm social media causes teenage girls, the online space is not without hope. Krish Kandiah writes, 'Instead of demonising new technology as the problem, perhaps we need to find ways to turn it into the solution.'The online world isn't going away, so it must be at least part of the solution. Teletherapy is now available on the NHS, and while there are questions over the affordability and availability of online mental health care, and I cannot vouch for BetterHelp, making therapy more accessible by taking it online plays an important part in winning the battle of declining mental health. 

Far from an echo chamber, an online therapist can challenge presumptions at right angles and enable clients to access worlds they previously only dreamed of. And, any good therapist wouldn't encourage you to isolate yourself. We still need community. 

Therapy isn't as much a solo endeavour as we might first think. Of course, the therapeutic relationship itself is between two people, however objective one party might be. And just as the old adage goes, 'a problem shared is a problem halved', overhearing people talking about their therapist in a metropolitan café is now as as common as the extra-hot flat whites themselves.  Therapy is losing its stigma, and the benefits of it are shared just as we want to share a podcast that's stimulated or amused us.

That elusive arrival at contentment, of happiness, of satisfaction is quite the claim for an online service provider to make. 

Some things are sacred, though. James Marriott recently argued in The Times that the burden on those in the public spotlight to overshare isn't always helpful. How, where and with whom we share our inner thoughts matters. The Christian tradition sees that growth happens through relationship, rather than through broadcasting. Spanish mystic St Teresa of Avila wrote almost half a millennia ago about a journey inward, inside of ourselves to a space where only God dwells, if we choose to let him enter. On that journey, she wrote ‘It is a great advantage for us to be able to consult someone who knows us, so that we may learn to know ourselves.’  

On that journey of self-knowledge, the online world can enhance our lives, but not replace it. Just as The Rest is History podcast can give you details about ‘greatest monkeys' that your friend can't, specialist help from an online therapist will help you in ways friends won't. But BetterHelp wants to be your friend. The main heading on their website mimics what we've probably all heard from someone we know: 'You deserve to be happy'. They've learnt from the Steve Jobs school of marketing: don't sell the product or service; sell how it will make them feel. That elusive arrival at contentment, of happiness, of satisfaction is quite the claim for an online service provider to make. 

Podcasting and therapy alike scratch our itch to be inquisitive about things, even our own inner worlds. Where podcasting has challenged the old powers that sought to control the flow of information, we also do well to listen to external expert help. In this age, the online stream can flow information to us which, like the Amazon, might overwhelm us. It’s worth us asking: is there an external source of even better help available? One that will overwhelm us too – but instead overwhelm with the love we crave in our deepest selves? 

Explainer
Comment
Development
Politics
War & peace
5 min read

Viruses don’t respect borders and nine other reasons why aid is vital for security

Cuts are a dangerous false economy.

Krish is a social entrepreneur partnering across civil society, faith communities, government and philanthropy. He founded The Sanctuary Foundation.

Cargo sits in nets inside a plane, a sign reads 'UK Aid'
Neil Bryden RAF/MOD, Wikimedia Commons.

 The Minister for International Development Anneliese Dodds took the difficult step to resign following the Prime Minister’s announcement this week that he is slashing the aid budget to pay for more weapons. Minister Dodds wrote in her resignation letter that:  

“Ultimately, these cuts will remove food and healthcare from vulnerable people." 

The hefty reduction in our international aid budget does indeed put lives at risk around the world. However, the move also serves to undermine our own national security. A strong UK presence on the world stage comes not primarily through military strength but through diplomacy and targeted development funding.  

General Lord Dannatt, former Chief of the General Staff, commented: 

“In the wider world, it’s disappointing that we’re probably going to plunder the international development budget, because the UK’s influence in the world often comes through a combination of our hard power and our soft power, our diplomacy and our development funds.” 

International aid is proven to be one of the most effective ways to build prosperity and peace. It is a strategic investment in national and international security, arguably more useful and cost-effective than military defence spending.  

Cutting aid budgets may release funds in the short term, but in reality, it weakens Britain’s influence, undermines global stability, and increases security risks. It is not only false economy, but a potentially dangerous and counterproductive shift in policy.   

Here are ten reasons why international aid is such a crucial investment in security: 

1. Addressing root causes reduces terrorism.

Foreign aid helps foster peace, reduce poverty, and support development in the most vulnerable regions. When countries are stable, they are less likely to fall into chaos or become breeding grounds for terrorism and extremism. UK-funded education initiatives in Pakistan and Somalia, such as the Girls’ Education Challenge, have provided over 1.5 million marginalized girls with schooling, reducing the vulnerability of young people to extremist recruitment. By decreasing the appeal of radicalization, this investment has contributed to lowering the long-term threat of terrorism against British citizens at home and abroad. 

2. Investing in global health reduces pandemic risks.  

Viruses don’t respect borders. Our funding for Ebola response in West Africa has helped prevent global outbreaks, reducing the risk of deadly diseases spreading to the UK. Similarly, by investing in vaccinations against new strains of Covid around the world, Britain has strengthened its own pandemic preparedness and safeguarded public health at home. 

3. Stronger relationships between nations reduce conflict 

Post civil war UK support for Sierra Leone helped train police and government officials, strengthening long-term diplomatic ties and preventing a return to instability that might have spilled across the continent. This has also helped position the UK as a trusted diplomatic partner in West Africa, leading to trade agreements and political alliances that benefit Britain’s global interests. 

4. Supporting stability reduces forced migration.

It is now acknowledged that it is building anchors, not walls, that is the best strategy to curb migration. The UK Aid Direct programme has provided economic and social support in countries like Syria, Lebanon, and Afghanistan, reducing forced displacement and lowering pressure on UK border security. By stabilizing regions affected by conflict, Britain has been able to reduce illegal migration and the associated costs of border enforcement, asylum processing, and emergency housing. 

5. Promoting sustainability reduces resource scarcity due to climate change.  

The UK International Climate Finance (ICF) initiative supports sustainable agriculture and clean energy projects in Africa and Asia, mitigating competition over dwindling resources and preventing climate-driven conflicts that have contributed to making the world a more turbulent place. This has not only improved global stability but has also created opportunities for UK businesses in the green energy and sustainable development sectors. 

6. Building resilience reduces international crime and instability.  

UK funding has been instrumental in stabilizing Somalia, for example, improving their governance, training law enforcement, and reducing crime and piracy that threaten not only international shipping but tourism too. As a result, British shipping companies and tourists traveling in the region have faced fewer security risks, boosting confidence in UK-led trade and travel. 

7. Preventing famine and malnutrition reduces political instability.

The UK-funded Famine Early Warning Systems Network (FEWS NET) has helped prevent food crises in East Africa, reducing the likelihood of mass migration and conflict over resources. Without that investment, Britain would have likely spent far more on emergency humanitarian relief and crisis management, demonstrating the cost-effectiveness of preventative aid. 

8. Building stronger economies abroad creates opportunities.  

UK trade-focused aid, such as through the Prosperity Fund, has helped African nations develop stable economies, creating trade opportunities for Britain while reducing dependence on fragile states. Stronger economies in partner countries mean increased demand for British exports, benefiting UK businesses and job creation. 

9. Humanitarian aid strengthens a nation’s global influence.

The UK has been a major donor in response to the Rohingya refugee crisis, contributing £350 million to support displaced people in Bangladesh and Myanmar—enhancing Britain’s standing as a global humanitarian leader and leading to soft power advantage on the global stage. This goodwill has translated into stronger diplomatic relations with key allies in South Asia, supporting UK interests in trade, security, and regional stability. 

10. Disaster response builds goodwill and strategic partnerships. 

Following the 2010 Haiti earthquake, the UK provided £20 million in emergency aid, strengthening ties with Caribbean nations and showcasing Britain’s global leadership in crisis response. These efforts have reinforced Britain’s role as a reliable partner in times of crisis, leading to closer economic and diplomatic relationships with countries across the Caribbean. 

If the West vacates aid funding it creates a very significant vacuum into which other countries will step. For example, Russia has already sent Wagner mercenaries to patrol the Central African Republic and Mali. This is not only bad for the citizens of those areas, but also from a UK national security perspective. It would be extremely concerning if the Russian state were able to build a sweeping base of influence and soft power in the global South. 

With an increasingly fragile world, the tool that is most useful for national security at this time is international aid. The rise in conflict, migration, terrorism and other pre-war conditions is directly due to the impact of poverty – which now affects 44 per cent of the global population, wealth concentration – which increases the chance of financial crises, weakened trade routes – due to Brexit, war in Ukraine and the Middle East, and new tariff policies in the US, and climate change – which exacerbates all those tensions.  If the UK want an effective defence strategy in these turbulent times, we must reconsider doubling down on our international aid commitments, not abandoning them.  

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