Self-care has always been important. Whether through ancient rituals like the Ancient Egyptians’ oil massages, the Romans’ bathing rituals, or modern practices like yoga and meditation.

In today’s post-pandemic society, this is no different; in fact, 53% of consumers believe that self-care is even more important now than it was before the pandemic. Google searches for “self-care kit” in the UK have spiked 5,000% in the past 30 days as Brits frantically seek inspiration on how to unwind and reset.

But the commercialisation of self-care cannot be ignored. The relentless pressure to participate in wellness activities promising physical, emotional, and mental bliss is draining Brits’ wallets, often forcing them to spend money they can’t afford. A recent survey revealed that the average Brit spends over £4,600 annually on wellness and self-care. In the past seven days alone, Google searches for “self-care gift” have increased by 60%, highlighting the escalating pressure to spend on self-care, both for personal indulgence and as lavish gifts.

The financial burden of self-care

This hefty price tag on self care has translated into a lucrative goldmine for those capitalising on the trend, with many “self-care” and “wellness” companies prioritising profit over genuine health benefits. Alongside this, the commercialisation of the self-care industry means that self-care activities are perceived as an indulgence only afforded to the middle to upper classes.

In a bid to open up the conversation around self-care being accessible to all and not necessarily needing to cost anything at all, DASH Water spoke to psychologist Gin Lalli.

Lalli explains: “Self-care was once rooted in simple everyday practices, but it’s now transformed into a lucrative industry. Basic self care practices that were once free and intuitive are now being packaged and sold, creating commercial dependency. This has led to the exploitation of wellness trends, often prioritising profit over genuine health benefits.

“For example, cold water dips or swims. There’s no actual scientific evidence that cold water therapy has any benefit. However, if you do enjoy it, feel free to do it. But out of this has arisen the availability of pods to do the dip in, clubs to go swimming (often with unqualified instructors), robes, retreats to do it – the list goes on.

“These costs then begin to highlight economic and social disparities, making it difficult for lower-income individuals to access wellness resources that should be universally available, as if self care is only something reserved for the middle-classes. But look closely and those wellness resources are something that you can get for free, without all the fanfare.”

Accessible self-care for all

In reality, a self-care routine doesn’t have to exclude any economic background and can cost very little, if anything at all. For instance, the following self-care ideas can be completely free:

• Spending time in nature
• Exercising, in whichever way you see fit
• Reading
• Journalling
• Breathing exercises
• Listening to music
• Meditating 

Lalli concluded: “The true meaning of self-care is to take intentional actions to improve or preserve your physical, mental, and emotional wellbeing. And it’s about your unique needs; the key is that it should align with what genuinely helps you feel recharged and well. Don’t jump on the running bandwagon if you don’t like running; don’t hit the gym if you’d rather go for a walk in the park instead. Do not follow the crowd; you are an individual with your own needs.”

How to build healthy habits for 2025

Wellness experts from DASH Water have produced a free habit tracker to help keep you accountable and on track as we head into 2025 as you learn what self care activities work best for you. The experts highlight that building healthy habits isn’t something that happens overnight and instead is a gradual process that requires commitment and consistency. 

Start by identifying the healthy habits that you want to create, whether that’s eating nutritious meals or getting enough sleep, and set specific achievable goals and create a plan to integrate these habits into your daily routine. Start small and gradually increase the intensity as you become more comfortable. 

Don’t forget to track your progress too. You can do this by ticking days off in a calendar or journaling your achievements, helping you to stay accountable and celebrate your successes along the way. 

And remember, setbacks are normal, so be kind to yourself and stay focused on your long-term goals. With dedication and perseverance, you can establish lasting healthy habits that contribute to a happier and more fulfilling life in 2025.