This segment unpacks a current consumer trend and how to use it as part of your brand strategy. In this episode, we look at the idea of self care—what it is, why it’s become a big topic of conversation and how brands are using this idea to sell us new products for our new rituals.

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We discuss:

• What self care is and explore reasons why it’s spiked in popularity over the past 5 years. 
• Three ways brands are framing self care—as an instrument for optimisation, a way to find pause in a busy day and as a prevention tool.
• How you can build your big idea around the self care movement
  

Links and resources:

• Follow us on Instagram: @baker_creative
• Brands mentioned: Snooze, Lululemon, Gwyneth Paltrow, Moon Juice, Hims, Normal, Dame, Twice
  

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