The pervasive trend of "maxxing," which encourages the constant optimization of every aspect of life from physical appearance to career success, is contributing to widespread feelings of inadequacy and burnout, particularly among younger generations.
Social media platforms are saturated with content creators promoting rigorous beauty regimens, supplement stacks, and other self-improvement hacks. These influencers, often showcasing seemingly flawless aesthetics, provide step-by-step instructions for achieving an idealized state, creating an environment where individuals feel pressured to continuously refine their appearance and overall lives.
The practice, which began with "looksmaxxing"—the optimization of physical attractiveness—has expanded into numerous subcultures, including "wellness-maxxing," "gym-maxxing," and "career-maxxing." This relentless pursuit of perfection extends to finances, relationships, and even personality traits, with the underlying message being that constant self-optimization is necessary to be considered successful or desirable.
This culture can lead to unsustainable lifestyles and a distorted view of self-worth. The author notes that while the trend was initially confined to niche online communities, it has permeated mainstream culture, affecting both men and women. The sheer volume of prescribed self-improvement activities, from specific skincare routines and beauty treatments to dietary and fitness regimes, can be overwhelming and financially draining.
Recent polls indicate that Gen Z is disproportionately affected by these pressures. A Moodle report on burnout found that 83 percent of individuals aged 25-34 experienced high levels of burnout, with mental health, work, and finances cited as top stressors, according to a Talker Research survey.
Content creators like Heidi Becker, a writer and social media personality known as @unhingedheidi, are gaining traction by satirizing "maxxing" culture. Becker uses poetry to highlight the absurdity of the constant pursuit of perfection, questioning the efficacy and sanity of extreme self-optimization. She believes that while the intention might be self-improvement, the pervasive nature of these messages can be detrimental, making it difficult to avoid internalizing the pressure to constantly "glow up."
Licensed therapist Amanda E. White observes that clients often come to her feeling overwhelmed by these optimization fads, even when they start with good intentions. She notes that while some self-improvement practices can be beneficial, they cross a line when they prevent individuals from enjoying their lives, cause significant anxiety, or involve excessive spending.
White also pointed to figures like entrepreneur Bryan Johnson, who dedicates significant resources to longevity and self-optimization, as not helping the situation. She argues that such individuals are not representative of the average person, setting unrealistic expectations and potentially leading others to feel like failures when they cannot replicate these extreme lifestyles.
Experts suggest a more balanced approach is needed, finding a middle ground between neglect and obsessive self-improvement. The focus, according to White, should shift towards reinvesting time and attention in meaningful connections and community engagement. This outward focus can help ground individuals, reducing their preoccupation with self-criticism and the endless cycle of self-optimization. The article concludes by suggesting that older, simpler remedies like focusing on real-world relationships might offer a more sustainable path to contentment and well-being.