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Your Brain is Tricking You Into Fake “Self-Care”

Celia Fidalgo, PhD
4 min readJul 9, 2023

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Photo by Roberto Nickson on Unsplash

A glass of wine and a bubble bath.

The classic picture of self-care.

As far as I can tell, the self-care movement is still very much alive and well online.

Google trends data for “self-care” show continuing increases in 2022 and levelling off in 2023

Even though people talk a lot about it, self-care doesn’t seem to have one definition.

“It’s different things to different people” is the mantra.

Self-care is anything you do to take care of yourself so you can stay physically, mentally, and emotionally well.”

That core definition is meaningful. Taking care of your holistic self is a worthy endeavour. Bringing mental health topics like therapy and self-identity into mainstream conversations is positive.

However.

I don’t think it’s always obvious when something is “self-care” and something is “numbing escapism.”

Are we just running away from problems?

There’s a difference between activities that promote lasting emotional and mental health, and bandaid solutions

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Celia Fidalgo, PhD
Celia Fidalgo, PhD

Written by Celia Fidalgo, PhD

Head of Product @ Cambridge Cognition, Behavioral Scientist @ Irrational Labs, PhD in psych, I help businesses use consumer psychology to win customers.

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