When self-care looks in the mirror, what does it see?

The self-care economy is booming. Two thirds of people living in the UK are open to or have already increased their investment in health and wellness over the last 12 months and by the end of 2022, we can expect the global consumer healthcare industry to grow by 17.44% to an enormous $424 billion. With this comes a new wave of consumers taking to self-care, swapping the nightclubs for social wellness clubs, alcohol for chia seed smoothies and hungover mornings for the 5:30am run. None of this is bad.

Self-care means many things to many people and until we acknowledge the reach of the concept, we’re only seeing a very small percentage of its benefit.?Originally designed as a medical concept, self-care was a way for patients to treat minor illnesses themselves, using exercise and healthy habits under the guidance of a doctor or healthcare professional. Self-care today is far more crowd-sourced, open concept and could refer to any activity or remedy that supports our general wellbeing. Again…not a bad thing.

Following this transition into a more holistic approach to wellness, there has been newfound consumer interest in “social wellness clubs”; luxury spaces that bring socializing and self-care under one roof. These are more than your average day spas; you can get your lymphatic system drained, try hyperbaric oxygen therapy and take your vitamins via a drip. But of course, these highly unconventional treatments come with a very hefty price tag and are typically only attended by A-list clientele.

I love the enthusiasm and engagement around self-care practices. Where I have concern is that self-care is too often painted as a luxurious experience; something you treat yourself to rather than a necessary part of our everyday routine. There is a tremendous risk inn self-care being viewed as a luxury for those with means.?

Research has found over 70 percent of consumers associate self-care with beauty or grooming activities such as spa days and getting a manicure or pedicure. Not to say that these activities do not contribute to your overall wellbeing, they certainly can. However, this can create an unconstructive perception around how people engage in and afford with self-care.

Taking care of your body is a good thing; this is not up for debate, but the way in which the self-care industry is sometimes positioned could benefit from some clarity.?Self-care, post Covid, is being positioned as something of luxury often associated with unconventional wellness practices or yoga retreats in the far corners of the world. It’s no surprise that 44 percent believe self-care is only possible for people with enough time and 35 percent believe it is only possible for those with enough money. Instead of a necessity, self-care is at risk of becoming a status symbol…dare I say akin to the latest fitness tracker.??

Self-care is not/cannot be/should not be just for those with means.?Self-care, in its truest of forms, reaches across socio-economic divides, to every part of the world and at every stage of life.?That being said, I recognize barriers remain in full deployment of self-care.

In one of my previous posts I outlined the ways in which people are consistently excluded from better everyday healthcare due to lack of knowledge, understanding and support or because of bias and underrepresentation.

The barriers to achieving better health are vast and varied which is why research is critical to evaluate if existing routes to achieving wellness effectively tackle health inequalities. Haleon’s health inclusivity index found that the social fabric that supports people gaining access to nontraditional healthcare plays a much more critical role in receiving better care. Low levels of wellness are common amongst people with lower-socioeconomic backgrounds for several reasons, mainly that working class individuals already face a variety of stressors on a financial, work and social level before they even consider their health.

Self-care can play an important role in empowering individuals to become better managers of their everyday health by enabling them to identify and manage self-limiting conditions and take preventative actions. We can’t let luxurious experiences such as social wellness clubs and all-inclusive yoga retreats become the poster child for selfcare.?Instead, let’s reframe the image of self-care to include the pensioner who takes a multivitamin to improve cognitive abilities, or the parent who manages tooth sensitivity with a therapeutic toothpaste or a working mom who combats a persistent cough with an over-the-counter syrup. Self-managing conditions that, previously, have sent people to their GPs or, worse yet, to the ANR/ER.

Health equity is an enormous challenge that needs solving but first we need to recognize that health inclusion is more complex than the money spent (by individuals or governments) on health.?We need to empower communities by removing societal and social barriers that prevent people from taking control of their own health.?

Clearing up misconceptions, educating individuals about their options to improve their wellbeing by presenting more accessible, simplistic activities and treatments is critical to everyone easily adopting self-care practices that achieve a more inclusive health care ecosystem.?