The self-care sector is full of contradictions.

At any one moment, you can see carefully curated and aesthetically pleasing videos geared towards current social media trends, as well as the exact opposite — think messy, undone and more realistic portrayals of what self-care looks like on an individual level.

Whether it's ‘duvet days’, ‘goblin mode’ that took over 2022 or the internet's latest favourite, ‘bed rotting’, people are now engaging in self-soothing acts that rebrand self-care.

Yes, it looks a little slobby and unkempt and is a departure from what we're used to. But this self-care pivot speaks to audiences that value authenticity and reliability in a world that focuses too often on performativity and not often enough on the things that matter.

Three key insights:
- Videos relating to self-care on TikTok have over 48 billion views
- In the UK, more than 80% of consumers believe the country needs to place a greater emphasis on self-care after a chaotic few years
- 75% of Americans believe self-care activities and rituals can help reduce stress while 71% believe society will collectively prioritise self-care in the next five years

Extended reading:
🛏 The ‘bed rotting’ trend is causing uproar among critics, but a behavioural scientist has dubbed it the ultimate ‘anti-productivity’ hack
💤 Can ‘bed rotting’ actually be viewed as self-care? As Gen Zers embrace a slower pace of life, self-care looks like duvet days in bed
✨ Gen Z consumers are all about self-care, as evidenced by their favourite brands that span healthy food options and self-care items

This was spotted on The Long Read, our monthly newsletter showcasing bite-sized cultural analysis of the newest (and strangest!) behaviours we’ve been tracking at Canvas8 – sign up here.