The January trap: breaking free from diet culture

Reading time - 8 minutes

January is here - a time for new beginnings, fresh energy, and turning the page. Yet, as the calendar resets, so too does the relentless drumbeat of diet culture. 

Everywhere we turn, the festive glow gives way to guilt-laden messages demanding we undo, reset, and ‘cleanse’ our way into the new year.  

It’s a well-worn cycle. The turkey and trimmings are barely digested, and already we’re being nudged toward the latest diet plan or restrictive routine promising salvation. 

Tempting, isn’t it? A clean slate, a fresh start, and the tantalising notion that we can transform into someone ‘better’. 

But this isn't transformation - it’s a trap.  

The harm of diet culture

Although more complex than a simple definition, at its core, diet culture is a set of beliefs and practices that equate thinness with health, beauty and moral superiority. It is a system that tells you that you need to earn your food, and that you should invest your time and effort into making your body smaller. 

And it isn’t just about weight-loss products; it’s a mindset. It glorifies a narrow standard of beauty and equates worth with physical appearance. It moralises food, labeling choices as ‘good’ or ‘bad’, leaving us battling with feelings of guilt and shame. Ultimately, diet culture is a system of oppression. 

The deeper harm lies in the cycle it creates. Restrictive diets, heralded as lifestyle changes, are often unsustainable. When they fail, (as they’re designed to) we’re left feeling like the failure. The truth? It’s not you. It’s the system.  

Beyond the physical toll, this mindset chips away at mental health. Studies link dieting with increased rates of depression, anxiety, and disordered eating. The relentless pursuit of shrinking ourselves takes up precious space in our lives - space better spent pursuing passions, nurturing relationships, and showing up fully as our authentic selves.  

Why does diet culture shout loudest in January? The industry knows our vulnerabilities are at their peak. Fueled by post-holiday guilt and New Year ambitions, we’re primed for promises of quick fixes and instant results. It’s a business model profiting off the very insecurities it perpetuates.  

Diet culture in disguise

In recent years, as more of us have come to recognise that traditional ‘diets’ often don’t work and can be harmful, diet culture has cleverly adapted its language and strategies, making it harder to spot its influence. No longer confined to the obvious weight loss plans or slimming clubs; it can now appear under the guise of different terms. This makes it increasingly challenging to distinguish between practices that genuinely promote well-being and those that perpetuate the harmful ideals of diet culture.

The truth is, diet culture thrives on creating rules, restrictions, and a sense of inadequacy. Understanding how to recognise it - especially when it’s hiding behind seemingly innocuous advice - is key to protecting yourself and fostering a truly healthy relationship with food and your body.

If you’re questioning whether a particular practice or trend is truly health-focused or rooted in diet culture, look for signs such as:

Encouraging you to count or cut calories - While monitoring caloric intake might seem like a logical step for some, it often shifts the focus away from nourishing your body and listening to its needs. Diet culture promotes calorie counting as a way to "control" or "earn" your food, leading to guilt or shame when certain numbers aren’t met.

Encouraging you to skip meals or ignore hunger - Diet culture often frames hunger as something to be suppressed or ignored, rather than a natural signal from your body. Ignoring hunger can disrupt your body’s cues and lead to a cycle of deprivation and overeating.

Using terms such as ‘clean eating’ - While eating whole, minimally processed foods is beneficial, the term "clean eating" has been co-opted by diet culture to imply moral superiority. This invokes the idea that some foods are inherently ‘good’ and others ‘bad,’ fostering guilt and obsession around food choices.

Before and after photos - These images can seem positive and inspiring, but actually fuel harmful comparisons and guilt, framing transformation as solely physical and equating weight loss with happiness or success. This can lead to feelings of inadequacy if your journey doesn’t look the same, making you question your worth or progress.

Making a brave stand

Health is so much more than just our diet and the way our body looks. It’s about nurturing every aspect of our being – spiritual, emotional, physical. It’s about grounding ourselves in nature, finding joy in movement, fostering deep connections with loved ones, and embracing the small moments of stillness and gratitude that bring clarity and peace.

At Ancient + Brave, we reject the narrative that our worth is tied to a number on the scale or that the answer lies in restriction. Instead, we celebrate bodies as they are – beautiful, diverse, resilient, and worthy of respect.

Let us reframe the conversation. Food is not a punishment but a source of nourishment. Movement is not a chore, a way to ‘earn’ food, or a form of punishment – it’s a celebration of the incredible capabilities of the human body. Your body is not an enemy to be conquered but a home to be cherished.

This January, we challenge you to step off the treadmill of diet culture and embrace a path of self-kindness. Rebel against the pressure to shrink and instead celebrate your uniqueness and claim your space unapologetically.

Walking a new path

If you’re ready to break free, here are some simple, intentional ways to shift your focus:  

Celebrate your body - Forget shrinking, and instead focus on what your body can do.  This new year, challenge yourself with a hike, enjoy restorative yoga, or simply marvel at the strength that carries you through each day. 

Reframe self improvement -  Instead of asking, “How do I want to look?” ask, “How do I want to feel?” Prioritise activities that spark joy and nurture your well-being.  

Embrace nature’s rhythm - Winter is a time for rest and reflection, not extremes. Let the season guide you - gentle walks, hearty meals, and moments of stillness are far more aligned than punishing workouts or restrictive diets.  

Unfollow what no longer serves you - If certain social media accounts push diets or leave you feeling inadequate, unfollow them. Your feed should inspire and uplift - not shame.  

Support your nervous system - The holidays can leave us frazzled. Counterbalance the chaos with grounding rituals: mindful breathing, gratitude journaling, or reconnecting with loved ones who make you feel safe and seen. 

A renewed spirit 

This January, when the loud voices of diet culture demand that you change, choose instead to stand firm. Replace shame with love. Swap self-criticism for acceptance. The new year doesn’t need a new body - it needs your renewed spirit.  

You are already enough. Start this year with kindness, compassion, and the courage to live bravely in the body you have. The rest will follow.  

Eating disorder resources:

https://www.mind.org.uk/information-support/types-of-mental-health-problems/eating-problems/treatment-and-support/