When Self-Care Meets Consumerism
Self-care is the practice of taking action to preserve or improve one’s mental and physical health. When we are stressed or burnt out, practicing self-care is the remedy.
The most popular way of practicing self-care is usually represented with face masks and bubble baths but can also include eating a nutritious meal, or even indulging into a pint of ice cream. There is no one size fits all when it comes to self-care.
Most recently, self-care has been prominently promoted in the wellness and lifestyle industry. As stated by Global Wellness Institute, the global wellness economy is reported to be a $4.5 trillion industry according to a 2017 research report. Celebrity-backed wellness companies such as Goop and mindbodygreen, have significantly contributed to the boom of self-care with their promotion of luxurious beauty products that essentially prey on our insecurities. Not to mention the special $80 supplements that we think we need to be at the peak of health.
The wellness industry uses the idea of self-care to market as many products as they can. We are conditioned to think we need more, to buy more, in order to love ourselves more.
Those of higher socioeconomic statuses in which wellness products usually take up less than a fraction of their income are more likely to be the top consumers of this industry.
Under capitalism and marketing, self-care is not represented as a necessity, but rather a privilege. It has perpetuated the notion that in order to truly take care of ourselves, we need to be wealthy. Self-care has been corrupted by the inevitableness of consumerism.This issue creates barriers between those who can and should practice self-care while also undermining the free tenants of the practice itself. No one should be in control of stating who can and cannot practice this essential function of livelihood.
Contrary to popular belief, self-care is not just about face masks and taking vitamins. While it can be exciting to receive new products, self-care does not always have to be intertwined with making a purchase. It can be saying no, taking a walk outdoors, or going to bed early. The most important thing about self-care is that there are no expectations of purchases we should feel inclined to meet.
We do not have to follow anyone else’s meaning of self-care. It is about finding what works for us as individuals and not feeling the necessity of materialism in treating ourselves right.
