The World Health Organization divides their definition of health into three subcategories: physical, psychic and social well-being. In other words, well-being is almost synonymous with WHO’s definition of health.
During the skimpy years after WWII, people in Finland strived for material well-being. They wanted fancy cars, houses and boats. Work was held in high regard, and Finns truly worked hard. Work also played a big part in defining the social identity of a Finn.
After slowly achieving a standard of living withstanding even international comparison, Finns found new values that overcame simple materialism. The age of experiences began. People wanted new experiences, be they trips or events. Brand clothing became “passé”, and the new big thing was individuality – unique clothes and thoughtfully selected items. Price wasn’t the biggest factor, differentiation was.
At the moment people are concerned about their well-being. We’re spending on ourselves, looking for beauty, long life and health. This phenomenon has brought with it different ways of pampering ourselves, and even aesthetic surgery has become more common. I’ve been able to witness the situation first hand, as I’ve brought many methods of aesthetic surgery into Finland.
Aesthetic surgery keeps on growing, and it’s a highly profitable business. This has brought along so called ‘cowboy surgery’, in which unqualified doctors perform procedures. As the chairman of the Training Evaluation & Accreditation Committee of the International Society of Aesthetic Plastic Surgery, I’ve seen how much incompetent medical work is done in hopes of making money. I’ve also witnessed it in my own hospital, where a third of the patients are unsatisfied with the treatment they have received elsewhere. That’s way too much. Customers should be able to find accurate information about the level of different hospitals and surgeons instead of having to rely on ads or downright frauds.
I’m delighted that the late Pope JOHN PAUL II already in 2000 held a congress to research how aesthetic plastic surgery could improve the quality of life. I was the only Nordic speaker on aesthetic surgery at the congress. As the wise man he was, the Pope understood that aesthetic surgery could improve the quality of life and well-being of people. I tip my hat to the late Pope and his wisdom. †
Professor of Plastic and Reconstructive Surgery Rolf Nordström is one of the most esteemed experts on aesthetic surgery in Europe. He has developed operational methods used worldwide for example in the field of hair transplants.
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