Individualism, self-care, and the mental health crisis

The experience of scrolling through social media has become increasingly unsettling. On one side, we encounter harrowing images of gruesome violence amid a live genocide, and on the other, upbeat psychology gurus preach that exercise, mindfulness, and positive self-talk are the keys to overcoming every kind of distress. This jarring contrast reflects a deep discord in how suffering is addressed today. At the heart of this disconnect is neoliberal ideology, which has deeply embedded within us the notion that our problems—including systemic ones—can be resolved by individual efforts alone.

Neoliberalism, a prominent ideology in the late 20th century, reshaped the economy and culture. In the aftermath of World War II, many countries embraced state intervention, supporting welfare systems, regulated labour markets, and nationalized industries. But by the 1970s, economic crises such as “stagflation” paved the way for the rise of neoliberalism, championed by figures like Milton Friedman and Friedrich Hayek. This ideology favoured limited government intervention, glorifying market autonomy and individual self-sufficiency.

As neoliberalism gained traction, it did more than change economic policy — it transformed societal expectations. Once a provider of public support, the state became a mere spectator, leaving individuals to navigate a competitive market alone. This shift consolidated economic power in the hands of a few elites while claiming to grant personal freedom. The ideology of individual responsibility became so pervasive that it seeped into every aspect of life, including how we understand mental health.

In the mental health arena, neoliberalism’s influence is unmistakable. The psychology disciplines, gaining prominence after neoliberal reforms, contributed to the ideology’s spread by emphasizing individual responsibility for well-being. The psychological effects of social and economic disparities were increasingly reframed as personal mental health problems, requiring personal solutions.

This is why the advice from self-help gurus—promoting mindfulness, positive self-talk, and optimistic thinking—can feel disconnected from reality. While these practices can be beneficial, they ignore the fact that much of the distress people experience stems from systemic issues like income inequality, marginalization, and violence. Widespread social suffering cannot be addressed by self-reflection and positivity alone. Yet, under neoliberalism, the burden of addressing social ills is shifted from the state to the individual, leaving deeper structural causes unchallenged.

This shift is evident in the growing influence of positive psychology and the self-help industry, which began to dominate in the 1990s. According to these movements, happiness and success depend on optimism, accountability, and relentless self-improvement. The healthy “self” was re-imagined as competitive, productive, and constantly striving for betterment.

However, as Michel Foucault’s concept of bio-power highlights, modern societies control individuals not through overt force but through the subtle regulation of bodies and behaviors. Under neoliberalism, this happens through the encouragement of incessant self-monitoring and personal accountability for mental health. Individuals are subtly nudged to accept diagnoses, undergo treatment, and believe that their well-being is entirely their responsibility. Social media amplifies these messages, reinforcing the idea that “if you’re struggling, you’re simply not doing enough to help yourself”.

While greater awareness of mental health is positive, and psychiatric interventions save lives, the growing perception that everyone is at risk of mental illness isn’t solely due to a better understanding of psychological disorders. It’s also because psychological discourse has gained a hegemonic status, shaping our understanding of well-being in ways that align with profit motives. The question remains: Is the emphasis on self-work truly empowering us, or is it simply a sedative that keeps us from addressing the broken systems at the root of our distress?

While mental health interventions have undeniably helped many, the broader societal focus on individual responsibility risks oversimplifying the issue. To truly address mental health crises, we must look beyond self-help solutions and recognize that personal well-being is intricately tied to societal conditions. True empowerment will come not just from individual effort, but also from collective action to challenge the systems that perpetuate suffering.

Taken from "We can’t self-care our way through a genocide" by Umrah Beg.