This article does not address people who do not use deodorant or the pressure put on them to use it. In many part of the world, people do not have it and yet they survive.
It is sometimes said that Listerine's main product was halitosis, that is they created the need for their product by making halitosis socially unacceptable. I believe that making non-use of deodorant socially unacceptable (despite otherwise good hygiene) has been the product of some deodorant manufacturer. Smelliness is now a sign of disease to most people even though this is inaccurate.