Embracing Ordinary

If you’re anything like me, you’re probably starting to get sick of the constant churn of self-improvement advice being spoon fed to you by content creators who claim to be experts on social media. These influencers promote a range of rituals From eye-masks to ice-baths, enhancing your sleep to building resilience so that no obstacle may ever stand in your way.

 In addition to work or study, social media gurus prescribe multiple gym sessions and ice baths a week, daily meal preparation, meditation sessions, daily journaling, and putting that phone away one hour before bedtime and swapping it for the self-help book on your bedside table, while also using perfectly adjusted lighting to minimise artificial light exposure. 

And for God’s sake start that business…!

What is often overlooked here is the fact that most consumers work nine to five jobs and must factor in commuting to work three to five times per week, and may be responsible for caring for others. Additionally, the focus of this process oriented, monotonous lifestyle being promoted across social media is entirely internal, meaning that it can be quite lonesome for those who may not have a gym partner in their life. This lifestyle also restricts individuals’ ability to be spontaneous which may result in missing out on last minute plans.

Don’t get me wrong, we are extremely fortunate to live in a time where information flows so freely and I am a beneficiary of the advice that is available to me online predominantly from social media. But as we all know, this is a double-edged sword. Often, this self-improvement content can have unintended consequences on consumers' lives. One common message which at surface level appears empowering is the idea that the individual consumer only is responsible for the undesirable state that their life is in, and that they have the “power“ to pull themselves out of whatever rut they’re in. This narrative negates any external factors which may contribute to the current state of an individual’s life such as financial constraints, past experiences and a host of other issues that may cause problems in their life. This message promotes feelings of guilt among consumers who wish to better themselves but can’t afford the nutrition programme or the personal trainer, or who are too tired after work to do Pilates and spend the night journaling. If wellness or self-improvement was so simple, there would be no need for the endless amount of self-improvement products found online, including Ebooks, training programmes, turmeric shots and wellness apps, and everyone would be performing at 100% in all areas of their lives. 

This current evolution of the wellness and self-improvement Industry is reflective of how individualistic Western society has become. 

However, this represents an exciting opportunity for brands in all industries. Wouldn’t it be great if instead of individual accolades, greatness and moments of brilliance, brands consistently promoted collective effort, collaboration, camaraderie, compassion and connection? 

I do believe that you get what you put into your life, and I absolutely agree that everyone has the power to change their lives for the better to a large degree. What I disagree with is how straying away from this ideal is seen as a “weakness”, and the feelings of guilt or shame associated with this.

 I believe there is space for a much more holistic approach to wellness and general self-improvement. I see a future where self-improvement makes room for spontaneity. A perfect balance of work and play as well as compassion and understanding. When skipping the gym and eating a tub of Ben & Jerrys (occasionally) because it's sunny outside and because it makes you happy is seen as empowerment, not a failing that warrants justification or feelings of shame. 

This is a vision that marketers in multiple fields can influence. For example, Nike, a brand who’s advertising often focuses on moments of individual brilliance by exceptional athletes, and taking action (“Just Do It”) could occasionally promote showing “weakness” and shift the focus of their advertising efforts to the supporting teams who help alleviate the physical and emotional pressure experienced by individual athletes. They could instead communicate the reality that these athletes are not superhuman and have strong support networks which allow them to accomplish these outstanding achievements thus, destigmatizing individual moments of “weakness” and embracing ordinary, flawed people doing great things. 

Andy Farrell