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Two-thirds of Americans are craving a “self-care reset,” according to new research.
The new survey of 2,000 Americans revealed that 65% believe they’re “overdue” for a reset, but what they want and what they have time for often don’t match up.
Just more than one-third of respondents (35%) try to practice self-care, but said finding the time is a challenge.
People are craving an opportunity to recharge: On average, respondents find themselves wanting a moment to themselves about six times per day, but almost half (46%) feel some degree of guilt about taking that time.
Commissioned by Simply and conducted by Talker Research, the survey looked at this disconnect: respondents’ need for self-care and the reality of finding it difficult to carve out time for a reset. The findings also revealed a surprising theme — despite Americans being inundated with multi-step self-care routines, when it comes to self-care, respondents believe that sometimes less is more.
Self-care inspiration is everywhere — two-thirds (65%) stay aware of trending, online self-care routines — but those complex routines can often feel like work.
For respondents who follow online trends, 21% feel overwhelmed by what they see, and 18% find it all overly complicated.
Only 38% describe self-care as a consistent part of their daily routine, and respondents’ routines are surprisingly simple.
When given a list and asked which activities they’d consider to be self-care, taking a few minutes to rest was No. 1 — with 51% saying this counted as self-care.
Watching (47%) or listening to (42%) something they enjoy, indulging in a favorite food (40%) or sipping a favorite beverage (37%) were also among the top results.
Seventy-six percent of respondents also agreed: simple self-care routines are the best. Nearly half of people (48%) report needing just 45 minutes or less a day to feel fully recharged.
“There’s something powerful about realizing that the things that actually restore us aren’t complicated. Often, they’re the same simple pleasures we’ve always turned to,” said Aundrea Graver, Senior Brand Director at Simply Beverages. “Saying yes to simple with easy, fulfilling routines that work for you, like enjoying a glass of lemonade, can make a huge difference in your day-to-day life.”
Not only are respondents turning to simple routines, but for many, moments of self-care have a familiar taste, as nostalgia is playing a role.
Nearly half of respondents (45%) said most or almost all of the small things that genuinely lift their mood trace back to something they enjoyed as a kid.
For these respondents, this includes 39% who said pouring a favorite drink brings them comfort, while others return to a favorite TV show or movie from childhood (53%) or reach for a favorite snack (46%).
“People don’t need to be told to do more. They need to recognize that choosing simple, genuine moment of joy counts as self-care,” said Graver. “Self-care doesn’t have to be another item on your to-do list. Sometimes a small moment of refreshment is exactly what you need to reset and recharge.”
Research methodology:
Talker Research surveyed 2,000 general population Americans who have access to the internet; the survey was commissioned by Simply and administered and conducted online by Talker Research between May 21–26, 2026.
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