Abstract
Personal development has become an industry in neoliberal capitalism, used to help employees adapt to the constant pursuit of growth, such as increased productivity, creativity, time management and business development. As part of my doctoral research, I documented how this type of practice works and how it restructures individuals’ social lives and their perspectives on the world. Personal development, as shaped by neoliberalism, serves as a tool for personal empowerment and adaptation to the restructuring of the welfare state. It is also a means of promoting neoliberal values among people. However, during the containment measures during the pandemic, criticisms of this growth-based approach emerged, leading to a resurgence of ideas about personal care. Self-care developed particularly in marginalised communities, where it was defined as a form of resistance to capitalism through caring for oneself as a member of an oppressed community, with Audre Lorde (1988) defining the concept as having a power of resistance to capitalism. In this presentation, I will explore what happens to personal development, which is a key factor in the construction of capitalist ideology, if neoliberalism is coming to an end. I will also consider whether this is a good time to reclaim personal development and how it can be used to create tools for self-building beyond the intrinsic individualism of the process.