‘Maxxing’ is just self-care and improvement repackaged for social media

If you want to improve yourself, your health or your lifestyle, you need to do it to the “maxx” – according to social media, at least.

If you want to better your appearance, you need to try “looksmaxxing”. If you want to fix your diet and look after your gut, you should be “fibremaxxing”. And if you want to improve your social skills and be more charming, you really ought to be “personality-maxxing”.

But all of this maxxing might not actually be a good way to motivate yourself into healthier habits. In fact, it may have the opposite effect – and may even cause stress.

The language of “maxxing” has roots in the gaming concept of “min-maxing”, in which players strategically maximise desirable attributes while minimising less useful ones to create the most effective in-game character. The concept then made it’s way to the mainstream, most notably through “looksmaxxing”: making focused, and sometimes extreme, efforts to maximise physical attractiveness.

The suffix has since been adapted in multiple health and wellbeing spaces. If there is an aspect of life that could be improved, it can probably be maxxed.

The “maxxing” trend encapsulates our increasingly intense optimisation culture, in which we systematically seek to improve different aspects of our thinking, feeling and functioning. This pursuit is often aided by commercial products...

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