Prioritising self-care: An urgent call to action for New Zealand women

Imagine this: a busy mother of three, juggling a full-time job, household chores, and community commitments. Despite her tireless efforts, she barely finds a moment for herself. This scenario is all too familiar for many women in New Zealand.

Women have long been the cornerstone of caregiving. In every aspect of society, women have shouldered the responsibilities of caring for others within their families and communities, even as their paid workload has increased. However, a new body of independent research commissioned by Embodyme, a New Zealand beauty brand, has uncovered that amidst women’s vital role as primary caregivers, a hidden but persistent burden exists: New Zealand women largely neglect their own self-care, impacting their mental and physical health.

What’s more, in the moments when they do prioritise themselves (the study reveals NZ women spend on average 16 minutes per day on self-care), their emotional wellbeing is affected by feelings of guilt. Embodyme is on a mission to change that by shining a light on the impact of managing paid and unpaid work on women while emphasising the urgent need to redefine societal attitudes towards self-care.

The hidden burden of caregiving

The research exposes the pervasive issue of women overlooking their own self-care amidst their roles as primary caregivers:

• 85% of women admit to neglecting their personal well-being despite 83% believing that prioritizing self-care is imperative to their overall health.
• Despite women’s success in breaking down barriers, many New Zealand women who manage multiple roles feel overwhelmed, anxious, and burnt out.
• Nearly three-quarters of women reveal that unpaid household responsibilities pose a significant challenge, significantly impacting their mental and physical health.

Rachel, a 35-year-old nurse, shares her struggle:

"I love my family and my job, but I rarely find time for myself. The guilt of putting my needs first is overwhelming."

Key findings from the research

The study provides critical insights into gender disparities in household responsibilities and their far-reaching implications. Key findings from the research include:

Unpaid Work

• Women spend 23% more time on household chores than men, amounting to 2.9 extra hours per week.
• They also devote 41% more time to childcare, translating to an additional 5 hours weekly.

Wellbeing Sacrifices

• 85% of women postpone personal wellbeing due to work demands, compared to 77% of men.
• 56% of women regularly sacrifice their personal wellbeing to manage unpaid responsibilities, whereas only 32% of men do the same.

Sleep and Self-Care

• 34% of women report not getting enough sleep due to their responsibilities.
• 48% cannot find time for self-care. In contrast, men spend 25% more time on personal wellbeing, averaging 2.4 hours per week compared to women’s 1.9 hours.

Emotional Toll

• 71% of women reported feelings of guilt when prioritising their self-care over work and responsibilities, with more than twice as many women as men experiencing these feelings all the time.
• This guilt reflects prevalent societal expectations and gender norms that often place a heavier burden on women in balancing their own needs with those of others.

Balancing Act

• 82% of working women and 76% of non-working women find it challenging to balance personal wellbeing with other duties, compared to 66% of working men and 44% of non-working men.

Social and Hobbies

• Many women rarely or never find time for personal hobbies (49%), spending time with friends (45%), and exercising (42%).
• 56% of women report sacrificing leisure time to fulfill household responsibilities vs 32% of men.

The Consequences of Neglect

When women are unable to look after themselves, the consequences extend beyond personal health:

• Chronic stress, sleep deprivation, and lack of self-care can lead to severe mental and physical health issues, including depression, anxiety, cardiovascular diseases, hormonal issues, and weakened immune systems.
• The ripple effect impacts families, workplaces, and communities, leading to decreased productivity and increased healthcare costs.

Embodyme founder Sarah Reid, a qualified health coach and wellness advocate, emphasises the importance of recognising the disproportionate burden placed on women in balancing their own needs alongside those of others:

"As we were developing Embodyme, it became clear from talking with Kiwi women that many are struggling with self-care due to lack of time, resources, and support. Women are very good at nurturing and caring for others - it’s instinctive. But who is looking after them?"

"Our goal is to highlight the real challenges women face in prioritising self-care and to dismantle the notion that self-care is a luxury. Women need and deserve more than a fleeting moment of pampering—they need a societal shift that acknowledges their workload and supports their well-being every day. It's time to champion the idea that women's needs are not secondary but essential, fostering a culture where self-care is seen as vital to our personal wellbeing."

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