New research reveals that many Britons consider household chores such as ironing, washing the car, and scrubbing the bathroom as forms of self-care. A poll of 2,000 adults found that alongside traditional practices like yoga and beauty routines, activities like cooking, gardening, and pet ownership are also viewed as self-care.
The study, commissioned by CASIO to mark Mental Health Awareness Week, found that 57% of respondents believe caring for something else—whether an object or a living thing—is a form of self-care that supports mental wellbeing. On average, adults practise self-care four times a week, totalling just over three hours, often after a stressful day or when feeling low.
Dr Zoe Williams, who partnered with CASIO's AI companion Moflin, said self-care is 'becoming more personal and less prescriptive'. She noted that caring for something else creates a 'Care Effect', offering an external form of mindfulness that calms the nervous system and restores balance.
The research also showed that 89% of adults believe it is crucial to teach children self-care from an early age to foster healthy habits and emotional management. Additionally, 27% of people expressed interest in using AI for emotional support, with the market for emotionally supportive AI projected to grow from £666 million in 2022 to £2.2 billion by next year.
