A sizable group in the world: approximately 30 percent of adults today value health, the environment, social justice, personal development and sustainable living. They believe the interconnectedness of mind, body and spirit within individuals is important to achieve full human potential.

Alternative Healthcare that refers to health practices, approaches, knowledge and beliefs incorporating plant, animal and mineral based medicines, spiritual therapies, manual techniques and exercises, applied singularly or in combination to treat, diagnose and prevent illnesses or maintain well-being healthcare have spread beyond health care institutions. It emphasizes a holistic approach, equilibrium between the mind, body and environment and an emphasis on promoting health rather than disease.

The healing methods of the Far East (particularly China, India and Korea) are now finding increasing acceptance all over the world as an alternative line of treatment. For instance, the market for ayurvedic drugs is growing in the US with more and more Americans trying to ‘‘return to nature’’. According to recent research, about 18 million Americans practice yoga, making yoga- and its affiliated products and services an industry in itself in the USA. The market features the obvious, like mats, props, clothes, CD’s, videotapes, books, and DVD’s. It also features the not-so-obvious eye pillows, plastic toe-spreaders, and scented mat spray. This marks a trend of the increasing commercialization of spiritual and alternative healthcare practices.