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The tantalising promise is: repeat these positive affirmations often enough and you’ll be happier, calmer and even healthier, but can this actually change your life?
Scroll through social media and you’ll quickly encounter phrases like “I am worthy” or “I choose happiness”.
The tantalising promise is: repeat these positive affirmations often enough and you’ll be happier, calmer and even healthier.
Given we are biologically hardwired to avoid suffering and want to feel safe and happy, no wonder it is tempting. But is it backed by science? And are there downsides?
What are positive affirmations?
Self-affirmation theory was proposed by psychologist Claude Steele in the late 1980s and remains popular today. The theory suggests we have a deep desire to craft a personal narrative that we are “adequate” and “worthy”.
But painful experiences that trigger shame or embarrassment – such as getting bad grades, making a mistake at work or going through a break-up – can threaten this self-narrative.
[…] In contrast, self-affirmation theory suggests repeating positive ideas about yourself can protect you from these negative mental health symptoms, boosting your mood and sense of self-worth.
Is there evidence positive affirmations work?
Yes – in some contexts.
A review from 2025 combined and analysed results from 67 studies. These looked at the effects on participants’ wellbeing of writing positive affirmations or repeating them out loud.
The review found positive affirmations did have a meaningful impact on how participants viewed themselves and connected with others. But the effect was small.
[…] One 2025 study looked at women undergoing chemotherapy for breast cancer. It found those who listened to music alongside recordings of positive affirmations felt less depressed and drowsy, compared to those who listened only to music.
So was it the music, the affirmations or both?
Another study from 2025 examined adults with depression symptoms, but no diagnosis. It found those who wrote personal positive affirmations twice daily reported better self-esteem after 15 days, compared to those who didn’t.
Except real self-esteem is something that is earned.
[…] While these studies show some promise, recent studies have failed to replicate these findings. More research is needed to see exactly who might benefit, and in what context.
In other words they’re bullshit.
[…] The bottom line
Very few thinking styles are always beneficial or always harmful. The key is to be flexible, not rigid. This means regularly asking yourself “is that thought helpful?” and choosing the approach most suited to your situation.
And if that’s positive self-talk, try to use compassion and understanding – not just upbeat slogans.”
Positive affirmations are bullshit. And here’s the proof.
Ask yourself, if I was really X, why do I need to keep telling myself X?
It’s a simple question but one that completely obliterates the whole notion of positive affirmations.
This question is really another form of “If you’re X why do keep having to tell me?” This is why when someone tells you they’re honest the first thing you do is check your wallet. And it’s true every single time.
Then there’re ‘creative visualisations’. Here you imagine yourself somewhere you want to be. For example you could imagine yourself living in a mansion, being a world leader, or whatever. The idea is the more you’re able to imagine it, the more detail you imagine, the higher the chance of it coming true.
Here’s the kicker: you’re much better off visualising how you’re going to get there.
But then that would mean actual work.
