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SELF-CARE JOURNAL

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IS SELF-CARE DAMAGING OUR MENTAL HEALTH? An explorative report investigating different aspects of self-care and the impact they can have on an individual’s mental health and wellbeing.

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CONTENTS. 1. Introduction. 1.1 Aim. 1.2 Objectives.

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2. Lit Review. 2.1 Defining Self-care. 2.2 External Influences. 2.3 Mindfulness. 2.4 Technology. 2.5 Exercise. 2.6 Research gap/conclusion.

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3. Methodology. 3.1 Sample group. 3.2 Secondary research. 3.3 Primary research. 3.4 Survey. 3.5 Moodboards. 3.6 Interviews.

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4. Research findings. 4.1 Demographic differences. 4.2 ‘Treat yourself’ culture. 4.3 Self-care or self-harm? 4.4 “You can’t treat anxiety with a bubble bath.” 4.5 Key insights. 4.6 Conclusions.

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5. Recommendations.

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6. References. 6.1 References. 6.2 Bibliography. 6.3 Image references.

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1. INTRODUCTION. In the aftermath of the Covid-19 pandemic, health and wellness jumped to the forefront of society as consumers strove to achieve optimal health. This emphasis on personal health and wellness caused an exponential growth in both self-care participation and health and wellness industry sales. However, in a digital world dominated by social media, the motives behind modern day self-care may not be a true reflection of what self-care set out to achieve.

This report will critically investigate self-care, analysing multiple pathways that have led to such a rise in self-care participation and sales. It incorporates relevant theory, data, and academic research; in order to provide a well-balanced argument on the benefits and downfalls of self-care for mental health and wellbeing. Through pinpointing gaps in secondary research findings, the report will present relevant primary research, analysing its findings in order to give an insightful and critical overview of the impact of self-care in its entirety. Finally, it concludes with future recommendations for selfcare, providing well-considered insights for both the future of the trend, and for future business development.

1.2 OBJECTIVES.

1.1 AIM. To enable clear and generalisable understanding of what self-care is; investigating different aspects of self-care and conducting in-depth research into different geological locations, demographics, and external trends and factors that have affected self-care and mental health. It also provides critical analysis of findings in order to uncover whether selfcare is truly a positive attribute to our mental health.

To thoroughly understand what self-care is; through a variety of primary and secondary research into how different demographics interpret self-care.

To pinpoint the external factors influencing the self-care trend, through detailed investigation into global trends over the last few decades.

To understand the overall impact that self-care has had on consumers’ mental health; looking at different forms of self-care and analysing whether each one has a positive or negative effect.

To analyse the impact that the rise in self-care has had within different health and wellness industries, through macro trend analysis and consumer behaviours.

2. LIT REVIEW. The following literature review will present 5 themes, sectioned into sub-themes. Each theme will highlight key insights from peer-reviewed academic journals, studies, and observations to give a clear and reliable understanding of self-care, mental health, and the external trends and industries influencing self-care. Alongside academic research, the literature review will provide professional insights and reliable data from across the globe to support research findings and provide an in-depth varied argument into whether self-care is damaging our mental health.

2.1 DEFINING SELF-CARE. “ Self-care is any activity that we do deliberately in order to take care of our mental , emotional , and physical health.” (RAPHAILIA, 2016) Self-care is a relatively new area of exploration within academic research. It is unclear when the term was first created, however there is consistent research which highlights self-care as first coined in the 20th century during the revolution of both medicine and technology. This era presented exponential growth in healthcare research and knowledge, providing evidence for the development of self-care (ISF global, 2020). However, despite locating the origins of self-care, definitions vary from source to source; Wilkinson and Whitehead (2009) identify selfcare as ever-changing and can be influenced by social, political, and economic factors. Meanwhile, a combination of The World Health Organisation’s (WHO) 1998 and 2013 statements define self-care as “...what people do for themselves to establish and maintain health … encompassing hygiene, nutrition, lifestyle, environmental, and socio-economic factors...’’ “without the support of a healthcare provider” (Webber, Guo and Mann, 2013). These definitions highlight self-care as personal and separate to medical care. Supporting this definition, Orem’s 1971 self-care deficit theory outlines the gap between self-care and healthcare, stating that self-care is not always able to meet our health and wellbeing needs and therefore it is up to medicine and healthcare to fill the gap (Neelam, 2013). This theory emphasises that self-care should not be viewed as an alternative method of healthcare, but instead should be used as a supplement to improve personal health and wellbeing. Both Orem’s theory and the WHO suggest the importance of widespread healthcare knowledge in order to aid sufficient personal care, and therefore decrease dependency on medicine. Across academic research there are differentiating examples of what different types of self-care actually are; this is due to the subjective nature involved when researching one’s personal methods of care. However, there are several clear commonalities of particular types of self-care from industry professionals and organisations, including regular exercise, nutrition, mindfulness, and personal hygiene (Wheeler 2020; Richards 2013; El-osta et al, 2019). Identifying these key examples provides the foundations of what self-care is, and how it can be practised, enabling further research into the impact self-care has on personal health and wellbeing.

2.2 EXTERNAL INFLUENCES. There are multiple external factors that have influenced the growth of both self-care and mental wellbeing. Although it is hard to pin-point any single event, the following drivers are the most notable in the trends recent expansion. (For full PESTLE see appendix 1) INDIA 169.81 million CANADA 5.17 million

U.K 9.17 million

CHINA 176.39 million

U.S.A 48.11 million

GLOBAL MENTAL HEALTH CASES RISE. Over the last century there has been a vast rise in mental health awareness, acceptance, and services on a global scale. However simultaneously there has been an ever-growing number of those suffering with their mental health. In a 2007 NHS study an average of 1/6 people reported suffering from a mental health concern every week in Britain (NIMH, 2019). Furthermore, in the academic year of 2018/19, 54% of all days off work in the UK were a result of a mental illness (GOV, 2020). This rise in mental health cases is not only happening in the UK, but on a global scale (see figure A). In the last 30 years there has been a consistent rise in mental health cases worldwide; in 2016 this figure reached just under 950 million from a previous 650 million in 1990 (Ritchie and Roser, 2018). This trend in growing cases suggests our current global situation will have easily surpassed the 1 billion mark in 2020. Alongside this, data has highlighted that different demographics suffer at different rates. In 2017 there were approximately 548 million people worldwide suffering from a common mental health illness (Ritchie and Roser, 2018). Looking at anxiety in particular, the number of females suffering with this condition was a staggering 178 million, whilst males were just under 100 million - the same gender gap can be seen in most mental health disorders. This variant between genders could be due to biological differences, however it could be the result of society’s stigma around male mental health preventing them from speaking out. Furthermore, approximately 75% of all mental health illnesses begin before age 18 (Davies, 2013), highlighting age as a second key player in mental health. In a 2016 study on first year students living in the UK, 15,000 students reported struggling with their mental health - this is an increase of 400% in just 10 years (MHF, 2018). This data implies that the vulnerability and emotional immaturity linked with adolescents could have a crucial impact on their ability to manage their mental health. These differences in mental health across ages and genders suggest demographics could have a crucial impact on the effects of self-care for mental well-being.

AUSTRALIA 3.93 million BRAZIL 29.94 million

AFRICA 148.646 million

INDONESIA 28.46 million

FIGURE A. MENTAL HEALTH CASES IN EACH AREA OF THE GLOBE. (Ritchie and Roser 2018)

Figure B. Stocks and shares for Peloton, 2020 (Hargreaves Lansdown, 2020) $125

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PANDEMICS. The past 2 decades have seen multiple pandemics. Data collected from SARS, Swine flu, and the current Covid-19 pandemic all demonstrate a huge surge in poor mental health cases during and after (Armour et al, 2020). Further research into Covid-19 also supported the link between females and young people experiencing poor mental health as a result of government restrictions and lockdowns (O’Connor et al, 2020) emphasising the trend in growing cases for those particular demographics. These results indicate that fear and stress instilled in people from external factors in society has a direct correlation to increased anxiety and depression. Furthermore, the fear of illness intertwined with government restrictions preventing people from being able to meet friends and family directly impacted multiple human needs as set out in Maslow’s 1943 hierarchy (Matias et al, 2020). Maslow’s hierarchy points out physiological, protection, and social interaction needs as the 3 fundamental basics at the bottom of the pyramid (see appendix 8). In a pandemic with stores running out of food, people fearing a deadly virus, loss of job security, and government restrictions banning mixing between households, it is clear that all of these elements in the hierarchy cannot be fulfilled; therefore it is understandable how pandemics can have such a detrimental effect on mental health and wellbeing.

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Figure C. Stocks and shares for FitBit, 2020 (Hargreaves Lansdown, 2020)

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Furthermore, pandemics have also had a crucial influence on the growth of self-care. In June 2020 it was reported that more than 1/3 of Americans placed a new focus on finding ways to manage stress and general mental wellness (Wroble, 2020). Looking at Covid-19 specifically, the pandemic led to a huge uptake in self-care practices such as exercise, with many health and wellness brands seeing a drastic increase in sales and their stocks (See figure B, C & D). This shows that the pandemic has had a huge influence on people’s mindsets, prioritising their health and wellbeing and leading to an increase in people taking up self-care as they try to manage their emotions in an uncertain climate.

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Figure D. Stocks and shares for Nike, 2020 (Hargreaves Lansdown, 2020)

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TRENDS. Two intertwined trends have had a striking influence on the growth of Self-Care. Firstly, the ‘Experience Economy’ outlines consumer purchasing of experiences and not just products (Gilmore and Pine, 2011). A prime example of a brand utilising this trend is the ‘Dans Le Noir’ restaurant in London, UK. This restaurant boasts a unique sensory experience of dining completely in the dark, combined with a surprise menu enabling consumers to explore new cuisines uninterrupted by previous schemas they may have about obscure foods (See appendix 2). However, the growth of this trend is reliant on a much older trend: the ‘Attention Economy’, which refers to humanity’s natural desire for attention (Gerard, 2020). In a modern culture of social media this trend has expanded to include the instant attention and satisfaction that can be obtained via social media networks such as Instagram and Facebook. The Experience Economy stems from this perfectly, as consumers can post online and instantly reach hundreds of people across the globe who can engage with their posts. Nevertheless, Covid-19 caused a shift in this trend as government restrictions and lockdowns meant consumers could no longer engage in luxury experiences outdoors. Subsequently, instead of this causing the trend to diminish, there was an incline in social media content. In 2020 the Instagram hashtag #selfcare reached 39 million hashtags, with consumers posting their bubble baths, face masks, and home workouts (Instagram, 2020). Likewise, Instagram pages dedicated to self-care tips such as ‘@Selfcare4yu’ saw a monumental incline in following amidst the pandemic; reaching over half a million followers the page attained 1/5 of new followers in the month of May alone (Social Blade, 2020). This data promotes lockdown as a primary factor on the growth of #selfcare, suggesting consumers’ need for attention in a climate with no luxurious experiences made them turn to something they could experience from home: self-care. Alongside this, the trends also suggest the concerning ideal that consumers’ motives behind self-care practices are misguided, as instead of trying to relax, they are actually focusing on creating a ‘picture-perfect’ shot.

2.3 MINDFULNESS. The first aspect of self-care this literature review will discuss is mindfulness. Brown and Ryan (2003) define mindfulness as “attention to and awareness of present events and experience”. Acting as pioneers for mindfulness in the modern day, the pair have conducted extensive research into mindfulness and its effects on wellbeing, building the foundations for a vast majority of academic research. When analysing the effectiveness of mindfulness as self-care, it is important to note that each piece of research refers to a slightly varied definition of what mindfulness is, and therefore the results may not be a true representation of mindfulness. Nevertheless, there is considerable research that highlights the benefits of mindfulness. Firstly, Brown & Ryan (2003) utilised the Mindfulness Attention Awareness Scale (MAAS) within their research. The MAAS scale is one of the most popular methods of measuring mindfulness, and consists of a 15-piece questionnaire (Miller, 2020). From this they discovered that mindfulness is associated with lower levels of emotional disturbance such as stress and anxiety, alongside eudaimonic well-being (selfactualisation). Self-actualisation is the peak of human needs as stated in Maslow’s 1943 Hierarchy, and refers to achieving one’s full potential (McLeod, 2018). This data acknowledges mindfulness as a useful practice for fulfilling the peak of human needs, and therefore as a beneficial method of self-care for mental wellbeing. Complementary to this, mindfulness has been a prominent point of research for improving romantic relationships. One of the most noticeable findings refers to sexual wellbeing. Leavitt et al (2019) conducted a literature review on the role of sexual mindfulness and its effects on relational wellbeing and self-esteem, and supplemented this with a primary research survey to make the concluded findings more credible. The results highlighted that more mindful individuals experience a higher level of self-esteem, considerably less relationship stress, and fewer relationship complications as a result of sex. It was also presented that females experienced higher sexual satisfaction as a result of mindfulness. Previous research has outlined the positive mental health benefits of sexual intercourse (Brody, 2010; Costa & Brody, 2010). The positive effects experienced from increased sexual satisfaction indicates mindfulness as an effective form of selfcare that should be considered for those struggling with personal or relationship wellbeing. However, when researching the effects of mindfulness on those with depression the findings are contradictory. Grossman et al (2004) conducted research on ‘Mindfulness Based Stress Reduction’ (MBSR) group programmes that involved methods such as meditation, exercise, and yoga. The overall findings concluded that MBSR is an effective method of coping with distress, and that in those with major depressive disorder, relapse rates can be halved if treatment is supplemented with a mindfulness programme. Challenging this, Grossman only analysed data over a 12 month period, making the data less reliable. Shallcross et al (2018) studied the effects of Mindfulness based Cognitive Therapy (MBCT), despite using different methods of mindfulness, Shallcross also found that mindfulness is effective in anything up to a 12 month period. However past this point MCBT had little improvement on relapse rates. Unfortunately, this points out that mindfulness is potentially only effective on a short-term basis and cannot cure those with a serious mental health problem.

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This data emphasises that although mindfulness is a useful self-care method for improving general wellbeing and mental health, it cannot be used to ‘fix’ or cure disorders, thus supporting Orem’s self-care deficit theory that highlights the gap between personal self-care, and healthcare (Neelam, 2013).

WEARABLE TECHNOLOGY.

2.4 TECHNOLOGY. Contrasting with mindfulness, technology’s involvement in self-care is in constant debate. Despite its weaknesses, technology has provided multiple benefits to society, such as improved accessibility, personalisation, and decreased costs (Gladstone et al, 2013); all of which have been utilised for different methods of self-care such as internet accessibility to healthcare information, mobile applications, and wearable fitness technology.

MOBILE APPLICATIONS. Mobile applications have dominated modern society. In 2019 there were over 204 billion mobile app downloads worldwide (Clement, 2019). However it is unclear whether these apps are causing more harm than good. Crookston et al (2017) conducted a study on self-help mobile applications, finding an overall improvement of mood, motivation, and confidence in participants after using the apps over a 6 month period. In addition to this, Anderson et al (2016) found that mobile health apps improved self-care ability for those with a chronic condition. However, these studies are limited due to their lack of research on those without a predisposed condition, and the focus on only one mobile health app. Providing a counter argument, Arean (2017) conducted research on a wider array of mobile apps, finding that the vast majority had little to no improvement on mental wellbeing. In addition to these findings Arean also noted that mobile app technology is not sophisticated enough to provide vital mental healthcare, and face-to-face care is still necessary, once again complementing Orem’s 1971 self-care deficit theory by supporting the notion that healthcare will always be needed to ‘fill the gaps’ (Neelam, 2013). These contradictory findings highlight that self-care mobile apps need to be studied further in order to monitor their effects.

Wearable self-care technology such as smartwatches have seen a huge uptake in recent years. In 2017 there were an estimated 526 million smartwatches connected worldwide, and between 2018-2020 there was a further 170 million shipments (Holst, 2020) - predicting just under 700 million current connected devices. However this rise in wearable technology has its downfalls, Pardamean et al (2020) conducted research into smartwatch device accuracy, finding that this is still a challenge to be met and data should be used to maintain a general idea of health and shouldn’t be relied on for accurate results. Although it isn’t expected that a smartwatch will provide the same standard as professional healthcare technology, this could be a key factor in consumer dissatisfaction. Marikyan (2020) discusses this idea through use of the ‘Cognitive Dissonance Theory’. This theory presents the feelings of guilt, anger, distress, and regret consumers feel when their initial beliefs or expectations of technology aren’t met; potentially indicating that poor accuracy in smartwatch technology could result in ‘post-disconfirmation dissonance’, and therefore damaging their state of wellbeing. Furthermore, specific research on the female demographic found that smartwatches that provide mindfulness features such as stress-management, actually cause an increase in stress levels due to consumers constantly being reminded to relax (Navarro-Sainz, 2018). The research also states “...these technologies offer a well-being approach coming from a productivity mindset.” highlighting that the approach smartwatches use when trying to achieve a state of relaxation are not necessarily correct. This is an eye-opening finding as it completely contradicts what the smartwatch feature is designed for; however more research into both female and male demographics would be needed in order to understand if this is a result of gender, or a generalisable finding across the board.

INTERNET & SOCIAL MEDIA. Both the Internet and Social Media have caused many damaging effects to mental health. Approximately 96% of households in the UK now have internet access in comparison with just 57% in 2006 (ONS, 2020) and there are approximately 3.6 billion social media users worldwide (Clement, 2020). This data emphasises the expansion of the internet and social media, providing value when discussing their weaknesses. Aboujaoude & Starcevic (2015) wrote a book titled ‘Mental health in the digital age’, the book outlined weaknesses of the internet beginning with the mental health condition ‘Hypochondria’. Hypochondria is a health-related anxiety, in a digital world where people can now gain quick and easy access to healthcare information the condition has flourished, resulting in many more people suffering from health anxiety. Furthermore, the book also discusses frequent human-screen interaction, stating this has led to negative biological changes in our brain functioning. This finding is supported by NavarroSainz (2018) who emphasises the harmful effects screens can have on our wellbeing. Following on from this, a great number of studies discuss the negative attributes of social media on mental health (O’reilly et al, 2018; Sherlock and Wagstaff, 2019; Frison and Eggermont, 2017). Most noticeably, a longitudinal study on over 5,000 Americans found a direct correlation between increased Facebook activity and decreasing mental health (Shakya and Christakis, 2015). These findings emphasise the damage social media usage can have on our wellbeing, raising the question as to why so many modern day self-care methods and organisations utilise these platforms.

2.5 EXERCISE. Exercise has been discussed in a wide variety of literature, the majority of which praise its benefits to mental wellbeing. Stanton et al (2014) looked at the benefits of regular exercise, finding physical activity in children is associated with a reduced risk of developing depression in adulthood. This is supported by Mikkelsen et al (2017) who found regular exercise is beneficial for a variety of mental health disorders - including anxiety, depression, and general stress. These studies highlight regular exercise as extremely beneficial to both general wellbeing and serious mental health disorders. However, further research into more excessive exercise has been signified as causing serious damage. Adams and Kirkby (2019) carried out research on participants who are ‘exercise dependent’, finding that exercise can easily become obsessive and lead to addiction. Complementary to these findings, Spano (2001) found that those with higher commitments to exercise (allowing exercise to be a dictator or dominant factor in their day-to-day lives) were at high risk of developing anxiety, OCD, and narcissism disorders. These findings outline that although exercise should be implemented as a self-care method to support mental wellbeing, it should be practised with caution, maintaining selfobservation and reflection in order to prevent the negative effects of obsessive exercise. Alongside this, research on the environment that exercise takes place in has highlighted some interesting findings. Mitchell (2013) observed exercise in different settings, finding that exercise conducted in an outdoor/natural setting has significantly more benefit to mental health than any other setting; this is linked to Mitchell’s other findings that suggest every time humans are in an outdoor setting, their mental wellbeing increases by 6%. This observation indicates that technological alternatives to outdoor fitness such as treadmills and rowing machines may not be as beneficial to our mental health, connoting that in order to get the most mental health benefits from exercise, one should try to practice in an outdoor setting.

2.6 RESEARCH GAP. The above literature effectively evaluates multiple aspects of self-care, critically investigating their impact on mental health and/or wellbeing. However, some insights lack vast academic research and will need further examination in order to make findings more credible. Firstly, the literature and supporting data outlines significant demographic differences in mental health cases, suggesting effective methods of self-care may differentiate between genders and age groups. However, the majority of secondary research data fails to measure these differences within their studies, accentuating a need for further research into demographic differences within self-care. Furthermore, striking findings within stress management features on smartwatches causing increased stress levels provides an intriguing insight; however, this finding is a rarity, and highlights a fundamental gap in research on this technology that will need further observation. Finally, upon conducting secondary research there were limited sources that discuss the damage of extreme or obsessive exercise tendencies. This is likely to be a result of the common knowledge many hold entailing the benefits of exercise on both physical and mental health. Therefore, more in-depth research needs to be conducted in order to expand on this literature, enabling healthcare workers and consumers to have a broader understanding of positive exercise.

3. METHODOLODY. In order to gain credible insights surrounding self-care and mental health, it was imperative to employ both primary and secondary research methods. The chosen methodology within this report emcompasses a mixedmethod approach, conducting both quantitative and qualitative research in order to accumulate the breadth and depth required for a comprehensive analysis. Furthermore, this research methodology will enable crucial development of insights for the future of self-care and mental wellbeing, through allowing a wider understanding of the external influences and effects it has currently placed on both consumers and industry.

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ture h litera g u o r o h r fat isted o t enabled clea e s n o c h a s th befor searc dary re ed into theme ental health, n o c e s selfThe section lf-care and m y aspects of ither , w ie v re re e of se nd ke anding l influences a ure review we ported t s r e d n u rat sup erna the lite gularly ing ext discuss s used within , and were re This approach the es. rticle ooks care. A journals or b te data sourc opic, assisting t ic da be academ le and up-to- pment of the h that could c ib r lo by cred a broad deve ademic resea research. c r a ry o a f in allowed tion of gaps d through prim a identific er investigate u f rth

3.2

3.1 SAMPLE GROUP. As the literature review outlined clear differences in mental health between genders and age groups, it was important to collect data from a wide range of demographics in order to explore this theme further. The survey was created to enable participants of any age and gender to respond; this provided a broad insight into all age groups that could not be achieved for all primary research methods. The self-care moodboards aimed to achieve the same level of diversity through looking at Gen Z, Millennials, and Gen X. Originally it was hoped that data would be collected from Baby Boomers, however this proved difficult as many didn’t have the technology or understanding to create digital moodboards and sign consent forms online; in order to keep the sample even across demographics, Baby Boomers were excluded from this part of the methodology. When selecting participants for interviews it was primarily focused on trying to get the ‘right participant’ regardless of age or gender. Therefore industry professionals were selected on their job role rather than their demographic. The industry experts were chosen selectively based on areas of interest within the literature review (exercise, mindfulness, and wellbeing) to enable further exploration of particular self-care methods. For the ‘extreme exercisers’, both a male and female participant was selected in order to create more reliable results. Finally, for the mental health interview it was important to select someone who would feel comfortable discussing such a personal subject. Therefore only 1 participant was chosen, making the data less generalisable but more considerate and ethical than trying to scout strangers with a mental health condition.

3.3 P RIMA RY R ESEA After d RCH. evelopin g a br menta

oad u l wellb further eing, primary nderstanding o consist findings of pa research was f self-care an ed of q rticular d u tilised u e masse to gain antitative surv lements. The to collect trend, a ap ey a broad nd wer consen s that were s proach e sus of ent out support of visu the e e using a al moodboard d by qualitativ current self- n s, and c e blended a re r esearch in-dept approac c o h n s in is h this a terview t llowed s. Thro ing generali u f o g r h cr sable fin dings. edible and mo re

(SWOT analysis on primary and secondary research can be found in appendix 3).

3.4 SURVEY. The survey focused on collecting quantitative data; utilising tick-boxes and multiple choice question styles with the aim of understanding which self-care methods were most popular, how often participants practice self-care, when they started practising self-care, and how self-care makes them feel. Each of these questions could help investigate if trends or demographics had an impact on self-care practice and which methods made participants feel a certain way. (For full survey questions see appendix 6) In order to gain a broad range of responses, the survey was advertised on a range of social media platforms that cater for many different demographics, including Facebook, Instagram, LinkedIn, Snapchat, WhatsApp, and ‘things for sale’ pages in my town. The survey quickly received maximum responses (200), which resulted in the making of a second survey so that more participants could take part. This collected a further 180 responses totalling at 380. Roztocki (2001) highlighted the benefits of using an online survey to easily collect data from a vast number of people in a short amount of time; the number of responses gained in this survey accentuates these benefits, advocating this method as both effective and efficient.

example moodboard. Participant 8

3.5 MOODBOARDS. Cresswell & Clark (2007) developed the ‘triangulation design’ research method, suggesting that through gathering both quantitative and qualitative data on the same topic, researchers could collect more efficient and reliable results and analysis. Therefore, further qualitative research was conducted into demographic differences in selfcare, in order to provide more credible findings. The qualitative method chosen for this triangle design was a visual moodboard. Visual research methods have been praised for their ability to help researchers see things through “the participants’ eyes” (Glaw et al, 2017) and for their ability to create a personal response within participants (Banks, 2008). With self-care being so personal, it made sense to use visual research within the methodology; therefore leading onto the moodboard study. This study consisted of 30 participants, split by gender and age into 6 groups. They were all provided with the same instructions to avoid bias (see appendix 4.1), and they could complete the moodboards in their own time frame. After taking part, Participant 28 stated how much he enjoyed the task (see appendix 4.6); emphasising the emotional response visual research methods can induce.

3.6 INTERVIEWS. Furthermore, interviews were used within the research design in order to gain in-depth qualitative data. As described in Mather et al (1998) a ‘semi-structured’ approach was adopted, as this provided the opportunity to slightly adapt questions based on previous responses. Furthermore, each interview included a ‘catch-all’ final question helping to capture maximum information per interview. The interviews were conducted with multiple participants, and for different research agendas. Firstly, experts were interviewed in order to gain professional and reliable industry insights into each topic area. Secondly, interviews were conducted with ‘extreme users’ in fitness and nutrition, and finally they were conducted with a participant who had previously struggled with her mental health, but had been able to manage symptoms through self-care and medication. A face-to-face approach was chosen due to the sensitive nature of interviews discussing wellbeing. 5/6 interviews followed this, which were completed over Zoom software as this allowed a face-to-face approach despite government restrictions. However 1 expert interview was conducted over email due to time differences in the U.S and busy schedules. 28

4. RESEARCH FINDINGS. 4.1 DEMOGRAPHIC DIFFERENCES. The first objective of this report presented the need to discover what self-care is, and how different demographics interpret self-care. Within section 2.2 of the literature review, Ritchie and Roser (2018) highlighted significant differences in mental health cases across different genders, signifying that females in particular suffer more than males. Although it is not 100% clear why this is the case, the primary research survey outlined some intriguing findings. Across participants, males suffered from negative feelings such as ‘feeling down/ depressed’ or ‘feeling judged/guilty’ when practising self-care at a higher rate than females (see appendix 6.4). This data seemed unusual as there are no major differences within the survey responses for the amount of time they practice self-care, or the types of self-care they do within the survey; and there were also no significant differences between images provided within the self-care moodboard study (see appendix 4). The original analysis of Ritchie and Rosers’ data was that perhaps males aren’t suffering at a different rate to females - but in fact there is a stigma between males and mental health. This interpretation is reinforced through the research findings, suggesting males feel more ‘judged’ and ‘down’ when practising self-care as a result of stigma around males and mental health. Furthermore, millennial males in particular suffered the most from these negative feelings, with a staggering 31% of participants experiencing negative side effects of self-care (see appendix 6.4), and they were also the only group to type in their own feelings by using the ‘other’ box option on the survey. Below are the 2 statements made by millennial male participants:

Finally, both the survey and the moodboards identified that older generations approach self-care in a more personal manner. Gen X males used 38% of their own images for the moodboards, with the other 62% being mainly google/internet images as opposed to social media. Also 7/10 Gen X boards included spending time with friends and family. This is directly comparable with other groups such as Gen Z females that included no images of nature (see appendix 4). Mitchell (2013) highlighted that spending time outdoors can improve mental wellbeing by up to 6% per occasion, with mental health issues being more prevalent in young females particularly. These findings suggest that their choice of self-care instead of spending time outdoors could be a factor in why they are the most affected demographic.

“I am practicing self care due to feeling so low, but for me it can have the opposite effect and I get down about the fact that I have to try so hard to get a bit of happiness… with this being said there are obviously times it raises my spirits as it should, so that’s why there are some conflicting points ticked”

Skincare/Haircare

Baking/Cooking

Baths/Showers

Aromatherapy/Candles

“Sometimes I feel great after, sometimes it makes me feel awful as I remember why I’m trying so hard to practice self care and then I’m like oh sh*t man you ain’t sh*t…”

Playing with pets

Cleaning

Sleep

Spa treatments

TV/Netflix/Youtube

Writing in a Diary/ Journal

Cosmetics/Beauty

Meditation/Mindfulness

Exercise/Fitness

Arts & Crafts

Reading/Audiobook/ Podcasts

Nutrition.

The above statements give a further insight into the reasoning behind this group feeling so low, highlighting that the fact they feel they have to do self-care in order to feel better, is actually making them feel worse. However, although this presents a negative effect of self-care, it doesn’t explain the reason behind it affecting this group more than others. It could be the combination of both male stigma and their own personal mental health. However further research would need to be conducted into young males specifically in order to discover a reason for this data.

Alongside this, Gen Z females stood out significantly in comparison with other groups in regards to their interpretation of self-care. In section 2.2 of the literature review, Gerard (2020) and Gilmore and Pine (2011) presented the Attention economy and the Experience economy macro trends, and identified the impact these trends have had on self-care through social media. Both the survey and the moodboards highlighted this group's association of self-care with more trend-led methods. Firstly, Gen Z females were the only group to select ‘skincare/haircare’ as the single most popular method of self-care in the survey - meanwhile, all other groups chose nutrition and exercise, with the exception of millennial females choosing both skincare and nutrition (see figure C & appendix 6.3). Although originally this seemed unalarming as young females are stereotypically more interested in beauty, it was then identified through the self-care moodboards that this was a reference to trends, selfies, and social media. Gen Z females included just 1 of their own photos across 5 moodboards, with the other 98% being from either social media, pinterest, or another online source (see appendix 4.2). Furthermore, 4/5 boards included an image of a girl wearing a towel on her head taking a selfie - one of which was celebrity Bella Hadid (Participant 2). This image doesn’t signify any type of self-care method outlined in the lit review or typed in by any participant in the survey, indicating the misconception this group has of what self-care is. To dive in even further, upon searching into pinterest ‘self-care aesthetic’ 3 of the Gen Z participants’ images came up in the top 2 lines alone (see appendix 7). These findings amplify the influence social media has had on self-care, particularly in young females, as their interpretation of what selfcare is has been heavily influenced by trends and celebrity/influencer culture.

Figure E. Pie chart to show what GEN Z Females associate with self-care.

examples of shopping on moodboards. Participants 4 & 5.

4.2 ‘TREAT YOURSELF’ CULTURE. A new aspect of self-care was introduced through primary research moodboards leading to further reading in order to gain a greater understanding. Barden (2015) researched ‘self-gifting’ as a form of self-care, finding that females are more likely to engage in ‘self-gifting’, with the most common reason behind purchases being “to cheer myself up”. However, research also found that the majority of participants regret these impulse purchases later on. The primary research moodboards highlighted a theme of ‘treats’ rather than self-care within multiple groups, but most significantly by females. Gen Z females were the only group to include images of shopping bags on their boards, and both millennials and Gen X females included images of wine and desserts such as chocolate (see appendix 4.2 - 4.3) - both of which are not necessarily good for health and wellbeing. These findings support Bardens research, and also provide a further insight into why females may be suffering from mental health issues more so than males, as this form of self-care can provide negative feelings of regret, and also potentially place further financial stress on them. Following on from this Barden explored health and wellness brand L’Oreal, highlighting their previous tagline “because you're worth it” for female product campaigns as utilising the ‘self-gifting’ trend and increasing purchases by removing guilt. Further investigation into female focused brands, amplified just how many brands are utilising this trend. A prime example is cosmetics company ‘HD Brows’, they tapped into this market with the campaign “Love yourself more.” (HD Brows, 2019). Although the surface intention of this campaign was to become more inclusive, the tagline also connotes the idea that shopping with the brand is a form of self-love. In addition to this, Instagram brand ‘HoneyTheLabel’ recently launched their ‘self-care boxes’ (HTL, 2021). These consist of a tracksuit, sweets, and a candle - all of which are not actually forms of self-care but instead are self-gifting. Through using marketing that taps into human emotions, it misleads consumers into believing that these purchases can improve their wellbeing - signifying why females may have confused self-care with self-gifting in the mood board study.

4.3 SELF-CARE OR SELF-HARM? Moving away from trends, a controversial statement was made by an industry professional that helped to summarise self-cares impact on mental health.

ink it's nt. I th omes a li il r b it's ec alance dge, and ther b in are. k t self c “I thin s over the e o n d n tip arm a hat's when it hen it’s self-h ary? I think t d w n a point ere's that bou erybody.” And wh ifferent for ev pendix 5.1) d e ap 2 - se t r e p x E (

This statement was made in reference to ‘self-help’ books, highlighting that for many people reading a self-help book is enjoyable and beneficial, but for some it can become obsessive and they begin to over-analyse and give the book power over them - which in turn causes negative wellbeing. Although this statement was made in reference to self-help in particular, it can be seen in other aspects when things become obsessive or out-ofcontrol. When researching the potential negative effects of exercise on wellbeing, the interviews with ‘extreme’ exercisers brought to light 1 particular factor. gym, to the y g in o g ll started nd it was rea t s ir f I a n the “...whe uite obsessive able to eat re I it got q for me to be he point whe y t t m n o importa … It got t amily’s, or to o s f y or g ing right th nt to go to m out for food d on a o se didn’t w … or even g was too focu ely I s d e gativ girlfrien drink, becaus ss it ne .” e u g I a .. y out for get results .. fe in that wa .2) li 5 o t l ix ia g d c in n o try ys ppe a m e d e e s t affec Male ant A ip ic t r a (P

“When like, I’d I was in my r elations cry if I prioritiz couldn’t go hip, I used to to the e the (Particip ant B - gym over an gym, like I yt Female - see a hing.” ppendix 5.2)

The above quotes both describe obsessiveness at points in their exercise journey, and the negative impact this had on their social life. As mentioned previously in the literature review, social interaction is a basic human need, and when impacted negatively it can cause detrimental effects to wellbeing (Matias et al, 2020). This supports the original statement of ‘self-care or self-harm’ as despite exercise being a form of self-care, if it begins to impact our fundamental human needs it is clear it has become self-harm.

Furthermore, Expert 1 pointed out the addictiveness that exercise can bring out in people, accentuating social media and unrealistic body standards as a culprit.

“...th

ey ar e alw ays s triv “... [ b o the m dy sh ing for m ore, m achie ape o edia v c I’m o able. And an give] r their fitn ore perfec a ld e t I Faceb ) but in t think in t lot of fals ss level.” ion with t he heir his e oo of ed k anymor new soci sort of n impressio n a i e t achie ed fitnes , but Ins l media w ew, (I sa s on wha yn vab tag t’s si or negat le in reali mages … ram, you ld of, um, ew becau s t i h they’ ve thing f y might n what peo ave phot not so mu e p o o r ch after addic e not en or wellbe t be and le believ photo ing .. e ted t ough I i s t hin , co . so I oe an go fo think k that can mpletely r surg xercise, u d end up pe n b e ery t o ach der-eating ither beco ople then e a very ieve m f these or not ea ing very eel like tin se b (Expe first pla odies that g correctl riously y ce. “ rt 1 weren , - See ’t rea or they appen l in the dix 5 .1)

In 2017 just under 300.000 people suffered from an eating disorder in the U.K alone, and over 200,000 of those were female. The same can be seen in the U.S, with 1.3 million people suffering in 2017 and 960,000 of those were female (Ritchie and Roser, 2018). Alongside this, research has found that anorexia has increased in Gen Z females specifically over the last 50 years, whilst all other groups remain the same (Lay, 2020). With previous findings on Gen Z females being particularly influenced by social media and trends, this data supports the claim that unrealistic social media images can result in under-eating as the same demographics most influenced by social media are also the most affected by mental health and eating disorders. These findings highlight that more needs to be done in order to protect young females, and potentially that unrealistic images and editing needs to be more closely monitored by social media creators in an attempt to decrease the negative impact this can have on mental health. Alongside this, some alarming findings were discovered in the ‘extreme’ exercise interviews referring to wearable fitness technology. Navarro-Sainz (2018) found that this technology can actually cause an increase in stress levels - despite being designed to benefit consumers. As this study was only on females it was hard to pinpoint if this finding was gender specific, however an interview with Participant B (female) included a similar finding. “I used to abuse it [misfit - wearable fitness device] so bad, so bad. So I’d set myself goals like, okay, you need to do 10,000 steps today. And if I didn’t, then I’d run around the house to make up. So I was completely controlled by this app and this machine.” (see appendix 5.2) This statement supports Navvarro-Sainz’ findings as this negative experience was not reciprocated in Participant A (male), implying further gender differences in self-care and mental wellbeing. However, it also accentuates the concerning idea that self-care can become self-harm too easily when it becomes obsessive, and wearable technology can encourage these addictive behaviours. These findings highlight the importance of self-reflection when practising self-care, everyone has a different threshold and acknowledging this is crucial. 35

4.4 ‘YOU CAN’T TREAT ANXIETY WITH A BUBBLE BATH’. As outlined in the literature review, Orem's self-care deficit theory highlights how self-care can only go so far before healthcare has to step in (Neelam, 2013). In an interview with Expert 3 - wellness professional, they stated that: “You can’t actually treat an anxiety disorder with a bubble bath or a meditation app, and the supposition that you can is a dangerous one” (See appendix 5.1) This statement refers to the modern day trend self-care has become, with brands promoting self-care products that have no medical evidence to treat mental health - but instead focus more so on inducing states of positive wellbeing such as relaxation and enjoyment. Although these products aren’t harmful, the false image of self-care they have created is damaging, and can be seen clearly in the primary research moodboards for young females. Through interviewing a participant who has first-hand experience with a mental health condition it was accentuated that these types of ‘pamper’ self-care are preventative and not a treatment. “I'd say [self-care is] quite a preventative measure” “Self-care helps them be more effective. Like if I went to therapy and I wasn't doing self-care, It wouldn't be half as effective as it is if I was just doing therapy alone. I think they kind of work hand in hand in balance. I think that if you didn't suffer with really bad mental health and you were just a bit down in the dumps occasionally then self care would 100% be your answer. But I think when your mental health gets a bit more serious and long-term, then obviously you do need to look at other options.” (See appendix 5.3) These quotes support Orem's theory by signifying that self-care is a supporting measure, not to be confused for actual medical treatment, and brands should keep this in mind for future product marketing. However it also emphasises that when done effectively, self-care can induce positive states of mental wellbeing, supporting the idea that self-care should be practised regularly but with knowledge and caution.

4.5 KEY INSIGHTS.

1 2 3 4 5 6 38

Consumers are associating self-care with anything that makes them happy rather than things that actually take care of themselves. Females and young people are more influenced by trends and social media than any other demographic - they also experience the worst mental health symptoms. The fight to break male stigma around mental health is still not over; as many males still feel uncomfortable opening up.

4.6 SO IS SELF-CARE GOOD OR BAD?. Throughout this report multiple aspects of self-care are explored, and although it is hard to make a solid statement on whether self-care in general is ‘good’ or ‘bad’ for mental health, the insights discovered can help in making self-care more effective and more beneficial for consumers. Overall, it is clear there is a misconception about self-care between multiple groups - consumers are associating self-care with indulging in things that provide them with short-term happiness, rather than things that actually take care of their mind and body. The report has also emphasised how unique and personal self-care is, as what works for some may not work for others. The above findings provide invaluable knowledge for brands in the future as they develop products to support self-care; but it also supports healthcare professionals as they try to understand their patients on a deeper level, and suggest self-care methods based on individual needs in conjunction with medical support.

Self-care differs dramatically from person to person; it's an extremely individual experience that should not be influenced by trends. Self-care in excess can be detrimental to mental and physical health, it is important to be self-aware and acknowledge obsessive behaviours. Mindfulness seems to be the least criticised method of self-care, with its only downfall being that it cannot cure mental health problems. However, this is not what self-care was designed to achieve anyway. 39

Figure G. Scenario planning model. (NTU, 2021)

SCENARIO PLANNING 2: CONSUMER BEHAVIOUR. High priority on self-care.

5. RECOMMENDATIONS.

• Consumer practices self-care religiously. • They aren’t very self-aware and have let self-care take control, becoming obsessive and addicted to bettering themselves despite the destruction of other aspects in their life. • Even though they practice selfcare their mental is seeing little improvement due to the sacrifices they are making.

SCENARIO PLANNING 1: THE ENVIRONMENT. Strong Economy and certainty.

A THRIVING SOCIETY.

ECONOMIC IMPORTANCE.

• Economic boom. • Everyone has a stable job. • Businesses are expanding and growing. • Better mental health support within the NHS and education. • Consumers are educated on self-care. A world free from Covid-19.

• Everyone is still working from home • Online business is booming. • The Government is supporting businesses and employees. • Innovative technology is growing. • Mental health is still a massive problem.

REBOUND & REBUILD.

APOCALYPTIC.

• NHS, Key Workers, and Government jobs are secure. However other job roles are made redundant. • People are safe and healthy, and can meet their friends and family (Maslow’s needs) • Mental health is still a problem, but increase in social interaction and eradication of the virus relieves some stress. • Slowly the country begins an upwards climb to get the economy back.

• Redundancies en masse. • Businesses are closing, highstreets abandoned. • Furlough scheme can’t continue, government is in a state of emergency. • Homelessness increases, food banks overwhelmed. • NHS collapses, with thousands dying from Covid.

Poor and uncertain economy.

Figure F. Scenario planning model. (NTU, 2021)

BLINDED BY ADDICTION.

Not self-aware.

OPTIMISED SELF.

• Consumers keep in touch with their mental and physical health. • They schedule time to practice selfcare. • They’re highly self-aware, but make sure things don’t become obsessive and still allow themselves to have fun. • They’ve found a self-care routine that works for their personality. • They have achieved optimal mental and physical health, reaching the top stage of Maslow’s hierarchy: self-actualisation.

Very self-aware.

INSOUCIANT INDIVIDUALS.

Global health crisis.

• Consumers are careless about their physical or mental health post-covid. • Instead, they tend to use escapism as a coping method, such as drinking/ drugs/partying now that life is back to normal. • Mental and physical health is worsening but they won’t acknowledge or act on it.

BACK TO REALITY.

• Consumers no longer make the time for self-care as it’s not a priority. • Self-care is no longer a trend postCovid as people get back to normality and busy work schedules. • Their mental health suffers as it’s pushed to the bottom of the pile.

Low priority on self-care. Referring to each of these scenarios it is clear that self-care and mental health could take multiple pathways. Both Covid-19 and the economy as a result of the pandemic, can each have a dramatic impact on the environment in which consumers live. Intertwined with this, self-care as a trend could fall in different directions depending on whether consumers maintain this priority on health and wellness post-Covid. In a world free from Covid-19 and financial stability (A thriving society) combined with a great priority on mental wellbeing and strong self-awareness (The optimised self), self-care will thrive. With the lifting of restrictions, consumers could relax, socialise, and accomplish their goals - enabling them to meet all 5 stages of Maslow's 1943 hierarchy (McLeod, 2018). However, in a collapsed society (Apocalyptic) with careless behaviour (insouciant individuals), self-care would be diminished. These scenarios present realistic potential for the evolvement of self-care, highlighting how each situation would pan out. It also emphasises just how much Covid-19 has influenced the expansion of self-care. Overall, it’s important for both brands, and anyone working within health and wellness to consider all of the options, making sure to plan and prepare accordingly. 41

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Figure A. Mental health cases in each area of the globe. From Ritchie and Roser, 2018. Available at: https://ourworldindata.org/mental-health

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Figure C. Stocks and shares for FitBit 2020. From Hargreaves Lansdown, 2020. Available at: www.Hl.co.uk

Figure D. Stocks and shares for Nike 2020. From Hargreaves Lansdown, 2020. Available at: www.Hl.co.uk

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Strong Economy and certainty.

Skincare/Haircare

Baking/Cooking

Baths/Showers

Aromatherapy/Candles

Playing with pets

Cleaning

Sleep

Spa treatments

TV/Netflix/Youtube

Writing in a Diary/ Journal

Cosmetics/Beauty

Meditation/Mindfulness

Exercise/Fitness

Arts & Crafts

Reading/Audiobook/ Podcasts

Nutrition.

Figure E. Pie chart to show what GEN Z Females associate with self-care. From own primary research. See appendix 6.3.

A world free from Covid-19.

Global health crisis.

Figure F. Scenario planning model. From NTU 2021. Available at: https://now.ntu. ac.uk/d2l/le/content/717741/viewContent/5258337/View [Accessed 1 February 2021]

Poor and uncertain economy.

High priority on self-care.

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Not self-aware.

Very self-aware.

Figure G. Scenario planning model. From NTU 2021. Available at: https://now. ntu.ac.uk/d2l/le/content/717741/viewContent/5258337/View [Accessed 1 February 2021]

Low priority on self-care.

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