Growing Market of Self-Help Books

Self-help books are gaining in popularity because they have something to offer in each category; they hit the themes that resonate with anyone in distress or seeking enhanced wellbeing and the power to change lives of people who read them.

Walking past at airports or at railway stations, book fairs or booksellers on traffic signals or on pavements, you must have caught a glimpse of these titles -The Subtle Art of Not Giving A F**K, Ikigai, The Psychology of Money, Rich Dad Poor Dad, Atomic Habits. These books have sold more than 10 million copies and rising. The very fact that they are bestsellers shows that they are quite popular.
Amazon.com has listed Amazon Best Sellers of 2022 and in its Atomic Habits by James Clear stands at number 5, the 48 Laws of Power by Robert Greene at number 11, The Four Agreements: A Practical Guide to Personal Freedom by Don Miguel Ruiz at number 12.
The trend continues as the same list by Amazon shows Atomic Habits & Break Bad Ones by James Clear at number 1 bestseller and The 48 Laws of Power by Robert Greene at number 7-in Bestsellers list for 2023. The self-help books genre is becoming a staple of the readers.

What is driving this craze?
Everyday new self- help books are being printed and there is no dearth of them. It is not a new fad, but something that has been around as early as 1859 with the title, “Self- Help” by Samuel Smiles, which was also considered a best seller of its time.
The reason why these books are popular is that they hit the themes that resonate with anyone in distress or seeking enhanced well-being and the power to change lives of people who read them. Self-help books have something to offer in each category. For example- The Subtle Art of Not Giving A FCK: A Counterintuitive Approach to Living a Good Life by Mark Manson is about focusing on things that really matter; Rich Dad Poor Dad by Robert Kiyosaki and Sharon Lechter is about financial literacy, building assets, investments and attaining financial independence; Who will cry when you die? By Robin Sharma shows ways for mind and life re-engineering. Experts also point out that the authors of these books are speaking the language of this generation. Titles like Happier Hour, The Subtle Art of Not Giving A F*k, Unfuck Yourself, Fuck Feelings, etc., are pretty catchy and resonate well with youngsters. “Being delulu is the solulu”, is trending and some of the self-help books also feed that. With internet penetration like what it has become, users are expanding on Booktok (which is on TikTok), Bookstagram (which is on Instagram), Booktube (which is on Youtube) with self-help books being primary drivers. The recommendations on self-help books are also a common pop up while scrolling.
Self- help books are based on themes that lead to personal growth and development. Pick up any area of interest- cuisine, time management, relationships, financial wisdom, music, mental health, spirituality, lifestyle etc all can be learnt or enhanced with the help of self-help book in the confines of your comfort zone. These books provide insight, way out and the glance into unavoidable circumstances to someone who is unaware, or searching for new perspective, guidance, and self- empowerment from someone who has expertise and experience on the same.
Self-help books are basically when words become the mentors, inspire for a positive change. The trend was very visible during the pandemic lockdown and has continued even after the lockdown.

Audio Books
Another genre that is contributing to the growing fad of self-help books is the advent of audio books. For people who are pressed for time or look for ease of handling books, audio books are go to option. Worldwide, the market for audiobooks is increasing. According to Grand View Research, a business consulting firm, from 2023 to 2030, the global audiobooks market is projected to grow by CAGR of 26.3 per cent from its 2022 valuation of USD 5,364.9 million. People can listen to the content at any time owing to audiobooks’ adaptability and versatility. No matter the time or location, audiobooks make content on electronic devices easily accessible. Customers may listen to audiobooks more easily thanks to the internet and different IoT devices.
It adds, “The non-fiction audiobook category had a commanding market share of around 27.5 per cent in sales between 2023 and 2030. This is a result of parents utilising audiobooks as instructional tools to give their kids screen-free time.”

Is it all hunky dory?
Critics are quick to point out that too much reliance on self -help books is not the right way forward as they are not customised according to individual needs and the writers of these books have had their fair share of adversities. It can show a better way of dealing with things but not complete avoidance or shortcuts for success.
On that note, bibliotherapy which is using books as a form of therapy along with other ongoing form of therapy is also gaining traction, which makes self-help books not completely unreliable.

Experts Opinion
With the world churning, enhanced competition in jobs, education, skill sets; the need for self- help is required more than ever. Mental health issues are increasing every day. World Health Organization in its report World mental health report: Transforming mental health for all states, “Committing to mental health is an investment towards a better life and future for all.” This is especially true in times when there is a surge in the open discussions surrounding mental health difficulties, and self-help books contribute to mental welfare and help people break out of bad situations.
Bookstore owners point out that the young generation is opting for such books to seek motivation, enhance their skills, adapt better lifestyles, and heal emotionally. Experts point out that people in the wake of pandemic, had found solace in the written words about mental health and self-help books sale had increased during that period.
NPD Group, a marketing research firm in the USA states that in the US, 11 per cent increase was witnessed from 2013-2019 in the sale of self-help books. The strong emphasis that people place on learning new skills for self-improvement, personal development, and self-awareness in addition to their focus on improving social skills, attitude, and decision-making are expected to fuel the market for personal development over the course of the forecast period. Additionally, people will be looking to align their domain skills with employer standards.
Clearly, self-help book market has bright prospects.