Oxford Dictionaries recently selected “post-truth” as 2016’s international word of the year following its widespread use after the Brexit referendum and the unprecedented election in the U.S.

What is Post-Truth? The dictionary defined it as “relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief.”

Misinformation and intentional manipulation of people’s emotions for personal gain is certainly not a new phenomenon. However, in an era when facts don’t carry the weight they once did, critics of specific policies, agendas and industries have a competitive advantage. It seems that if one were to simply tell a lie often enough then it might eventually be perceived as truth, and eventually spread, like a virus—or “go viral” as it were.

It doesn’t matter that the dietary supplement industry is actually regulated by law if consumers believe that it’s not. It’s a constant, uphill battle to invest resources into combatting the most basic, foundational fallacies. Yes, the industry is regulated. No, the Pope did not endorse Donald Trump for president. Yes, there is science to support the use of dietary supplements. No, climate change is not a hoax perpetrated by China. Who could blame consumers for being so confused in today’s environment, where vested interests can sway public opinion without even developing real arguments?

Over the course of the presidential campaign, and today, we’ve been told that the U.S. is deeply divided. Are we really? Or have we all just come to believe what has been echoed time and again? As a species, humans have some pretty basic, essential needs. At the very base of Maslow’s hierarchy are physiological necessities like food, shelter, health and wellness. The reality is that if you take away the foundation, the rest of the pyramid crumbles. I wouldn’t want to be standing at the bottom when that happens.

The dietary supplement industry may enjoy relaxed regulatory oversight under a Republican-controlled Congress and White House. Eventually though, at some point, the door will swing the other direction. Best to be prepared for all possible scenarios, and versions of the truth. After all, anything can happen, and often does.