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Deepti Dadlani profile imageDeepti Dadlani

Is the instant gratification culture infiltrating therapy? Explore the impact of the McDonaldisation of therapy on mental health in the age of digitalisation.

Why the McDonaldisation of therapy is terrible for your mental health

In a landscape where content around mental health saturates our screens, are we inadvertently gaslighting ourselves with therapy-speak?

Recent observations paint a compelling picture of Indian millennials actively engaging in candid discussions about mental well-being, a stark departure from the reticence and hesitation observed in older generations. Unlike pre-millennials, who often grappled with their psychological struggles, today’s generation is leveraging digital platforms to destigmatise mental health, as evidenced by the National Mental Health Survey of India. 

Given the prevalence of loneliness, depression, and diminished self-esteem among the "anxious generation," as termed by the Centre for the Study of Developing Societies (CSDS), the pressing need for therapy and mental health awareness cannot be overstated. Yet, as we delve deeper into the importance currently attached to emotional well-being, we can’t help but question whether the same ethos of digitalisation—nearly always coupled with instant gratification—often the leading reason that lands us in therapy, is also infiltrating our approach to the therapy we seek? Are we inadvertently nurturing a culture where therapy is sought with the same immediacy as one orders food or clothes online, devoid of the introspection and integration it demands? 

Online Therapy Shopping, Anyone?  

Each morning, as the sun peeks through the curtains, 34-year-old architect Aryan Sharma reaches for his phone out of habit. He's not alone; statistics from the Deloitte Global Mobile Consumer Survey suggest that 66 per cent of his peers around the globe check their phones within the first five minutes of waking up. As Sharma's fingers scroll across the screen, he finds himself engulfed in a sea of Reels on Instagram. Among them, snippets like "Cracking the Code of Attachment Styles: Are You Avoidant or Anxious?" or "The Relationship Quiz You Need to Take Now" or “Are You Living With A Narcissist?” stand out. Having weathered the storm of a tumultuous breakup, Sharma can't help but feel these Reels were crafted specifically for him. The ubiquity of such content has sparked concerns over its impact, particularly on young individuals, amidst the over-indulgence and oversimplification of psychiatric terminology.

Statistics from the Deloitte Global Mobile Consumer Survey suggest that 66 per cent of his peers around the globe check their phones within the first five minutes of waking up. Image: Pexels

Statistics from the Deloitte Global Mobile Consumer Survey suggest that 66 per cent of his peers around the globe check their phones within the first five minutes of waking up. Image: Pexels

The COVID-19 pandemic has further turbocharged our digital lives, reshaping how we work and connect with others. From virtual meetings to mobile work, screens bombard us with information like never before. Consider the sheer volume of this overload: the content produced every two days now exceeds the entirety of human knowledge accumulated from the beginning of civilisation up to the year 2003 (Jackson and Farzaneh, 2012). Amidst this flood, separating the signal from the noise has become a challenge. This staggering growth and the corresponding challenge is mirrored even in the kinds of options for therapy available today—from Ayahuasca and Bufo psychedelic retreats in Goa and Indore to bodywork Russian massage retreats in Chennai to inner-child healing retreats in Dharamkot to the thousands of online counseling programmes, all only adding to the frenzy. Social media has made global celebrities of therapists like Dr. Nicole LePera, known as ‘The Holistic Psychologist’ on Instagram, often quoted in casual, living-room conversations. Radhika Batra, a 32-year-old content developer, says, “There was a point I had to ask my girlfriends to stop forwarding me Instagram posts about healing and self-improvement. Coffee dates with friends suddenly seemed to be about psychoanalysing ourselves and others. It was getting too much.” 

 Even the most discerning individual can feel overwhelmed by the plethora of options available—including psychedelic therapy, and meditative techniques like cacao ceremonies, candlelit rituals and breathwork sessions. Sujoy Rai, a 24-year-old college student from Bengaluru, acknowledges the pressure of constantly having to optimise one’s emotional well-being. "There's a sense of FOMO (fear of missing out) when it comes to self-improvement," he admits. "It's as if we're expected to be in a perpetual state of self-discovery." 

“COFFEE DATES WITH FRIENDS SUDDENLY SEEMED TO BE ABOUT PSYCHOANALYSING OURSELVES AND OTHERS. IT WAS GETTING TOO MUCH”

Radhika Batra

Unlike typical consumer decisions, the abundance and diversity within therapeutic avenues pose unique challenges, especially in a culture that encourages experimentation and self-discovery. The risks associated with choosing the wrong therapeutic approach can be far more significant than simply ordering the wrong kind of cheese platter online or selecting the wrong little black dress from Etsy. 

The COVID-19 pandemic has further turbocharged our digital lives, reshaping how we work and connect with others

The COVID-19 pandemic has further turbocharged our digital lives, reshaping how we work and connect with others

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"‘Therapy’ has become a buzzword in our circles," reflects Aarti, a 28-year-old professional living in Mumbai. Image: Pexels

Just as we caution against self-medication based solely on Internet searches, a similar level of discernment is crucial when navigating therapy. "‘Therapy’ has become a buzzword in our circles," reflects Aarti, a 28-year-old professional living in Mumbai. She highlights the accessibility of therapy in urban centres but also expresses concerns about its commodification. Dr. Rajesh Sagar, a consulting psychiatrist at AIIMS Delhi, states, "There has been a shift in attitudes towards mental health.” He cautions against viewing therapy as a one-size-fits-all solution, adding, "Each individual requires a tailored approach based on their unique needs and cultural background." 

Rohan Sharma, a 32-year-old senior marketing executive based in Mumbai, embarked on a journey of self-discovery eight months ago when he sought therapy for debilitating panic attacks. What he did not, however, know was that his quest for healing would lead him down a path of over-exposure to self-help literature, only exacerbating his struggles. "I thought therapy would provide me with the tools to overcome my panic attacks," shares Sharma. "Instead, I found myself immersed in a sea of self-help books, YouTube channels, and Instagram influencers, bombarding me with terms like 'narcissistic personality' and 'avoidant attachment therapy’."

"THERE'S A GROWING TREND OF 'SPIRITUAL TOURISM' IN INDIA, WHERE PEOPLE FLOCK TO RETREATS AND ASHRAMS SEEKING ENLIGHTENMENT. BUT OFTEN, WHAT THEY FIND IS MORE ABOUT AESTHETICS THAN GENUINE TRANSFORMATION"

Swati Jain

Sharma’s experience epitomises the phenomenon psychologists refer to as a lack of integration and over-exposure to information. "I became obsessed with diagnosing myself and others," he admits. "I started labelling friends and family members based on pop psychology terms, and my panic attacks only intensified."

The McDonaldisation of Spirituality

Dr. Priya Gupta, a clinical psychologist based in Delhi, observes, "The past few years have seen a significant increase in individuals seeking therapy, especially among the urban population." With this surge comes a perplexing trend—a staggering number of individuals discontinue therapy prematurely. "Many clients come in expecting instant solutions," says Gupta. "When they don't see immediate results, they lose patience, abandon therapy altogether and are attracted to quick-fix mental health applications." For instance, Bengaluru-based stylist Garima Sinha shares, "I downloaded a mindfulness app thinking it would help alleviate my stress. But after a few days, I realised it was just another distraction like the hundreds of other applications I’ve downloaded."

With this surge comes a perplexing trend—a staggering number of individuals discontinue therapy prematurely. Image: Pexels

With this surge comes a perplexing trend—a staggering number of individuals discontinue therapy prematurely. Image: Pexels

As spirituality becomes McDonaldised or commodified in India, we find ourselves ensnared in a paradoxical pursuit of enlightenment. Swati Jain, a yoga instructor in Mumbai, reflects on the rise of marketable spiritual practices and Instagram-worthy retreats. "There's a growing trend of 'spiritual tourism' in India, where people flock to retreats and ashrams seeking enlightenment," she says. "But often, what they find is more about aesthetics than genuine transformation."

In our quest for emotional intelligence, our lexicon has expanded to include terms like "self-care" and "mindfulness" in India as well. However, amidst the proliferation of therapeutic language, are we losing sight of genuine communication? Dr. Arjun Singh, a psychiatrist in Kolkata, observes, "The language of therapy has become trendy, but true understanding and empathy are often lacking. We need to ensure that we're not just paying lip service to mental health awareness."

Bridging Insight and Action

While the number of options available are aplenty, a crucial element often overlooked in therapy is that of integration. Integration refers to the process of assimilating insights gained from therapeutic experiences into one's daily life, allowing for sustainable growth and transformation.

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"I became so consumed by therapy and self-help literature that I lost sight of how to apply those insights in my daily life," shares Rohan Sharma. Image: Pexels

As spirituality becomes McDonaldised or commodified in India, we find ourselves ensnared in a paradoxical pursuit of enlightenment. Image: Pexels

As spirituality becomes McDonaldised or commodified in India, we find ourselves ensnared in a paradoxical pursuit of enlightenment. Image: Pexels

Dr. Maya Desai, a psychologist specialising in integrative therapy, emphasises the significance of integration in the healing process. "Therapy isn't just about the sessions themselves; it's about how we carry those insights forward in our lives," she explains. "Integration involves incorporating new perspectives, behaviours, and coping mechanisms into our everyday routines."

In the context of over-therapisation, the lack of integration can lead to fragmented experiences and superficial growth. Sharma's journey exemplifies this challenge. "I became so consumed by therapy and self-help literature that I lost sight of how to apply those insights in my daily life," Sharma reflects. "I was drowning in analysis paralysis and [had] no guidance to manage my emotions effectively. It felt disconnected,  as though I was quoting from a textbook without really feeling it."

Integration is not a one-size-fits-all process; it requires personalised reflection and intentional practice. Jain stresses upon the role of mindfulness and self-awareness in integration. "True integration occurs when we cultivate awareness of our thoughts, emotions, and behaviours. It's about bridging the gap between insight and action, allowing for authentic growth to unfold. It takes time and patience," she shares.

Lost in Translation? 

Sarah Gill, a 44-year-old homemaker based in Chandigarh, sheds light on this complexity. Initially seeking to heal familial dynamics, she found herself immersed in online forums, attempting to diagnose her family members as narcissistic, avoidant, and various other labels. "I became consumed by categorising behaviours and dissecting interactions," recalls Gill. "It wasn't until I allowed myself time to step back and seek professional guidance that I realised the harm I was causing by fixating on labels rather than addressing underlying issues."

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"The language of therapy has become trendy, but a true understanding and empathy are often lacking. We need to ensure that we're not just paying lip service to mental health awareness," says Dr Arjun Singh. Image: Pexels 

The journey of integration in therapy requires deliberate steps, patience, and mindful navigation. Establishing clear goals, cultivating mindfulness, and taking incremental actions enable individuals to infuse therapeutic insights into their daily lives. Seeking support from trusted networks and engaging in regular reflection are vital components of this process. Our ability to integrate, discern, and evolve amidst the cacophony of information defines not just a more reliable therapeutic path but also helps fight our growing appetite for accessible, bite-sized solutions to complex emotional issues.

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