Gen Z is feeling the pressure to have an 'ultimate summer,' a trend dubbed 'summermaxxing' that experts say is turning the season into a performance rather than a pleasure. Psychotherapist Dr. Olena Edwards-Skadowska warns that the narrative of the perfect summer is creating psychological strain.
What is 'summermaxxing'?
Coined in the age of optimisation popularised by figures like Steven Bartlett, 'summermaxxing' encourages young people to live life to the fullest during the warmer months or regret it when winter comes. Social media feeds are flooded with Euro summer packing videos, Greek island hopping, and influencers urging breaks from work to focus on summer. The message is clear: do not let these months pass without event.
Maicey Navarro Griffiths, a 23-year-old lifestyle reporter, describes the pressure: 'Even my own mum told me this week that I'd been stuck inside, despite having returned from a girls' trip just two days earlier. I also work a full-time job, and my bosses have yet to move the office outside.'
Sunshine guilt: A growing phenomenon
Psychologist Carolina Traverso explains that 'sunshine guilt' is the nagging feeling of wasting warmer months. 'It tends to appear when we're tired and, for that reason, choose to stay in, yet you can't let go of the thought that we should have gone outside,' she says. For 20-somethings in their 'decade of freedom,' the guilt is even more palpable, as they feel these are the years to find themselves before settling down.
Research from Skyscanner found that 43% of Gen Z travellers prioritise trips that will look good on social media. Deidre Bowen from Mental Health UK notes that young people often struggle during warmer months due to heightened pressure to be constantly out socialising, driven by a fear of missing out. 'Social media can intensify these pressures, giving us the distorted idea that others have endless social energy and constantly busy, exciting lives,' she adds.
How to overcome FOMO and enjoy summer
CALM (Campaign Against Living Miserably) shares tips for managing summer FOMO. First, reduce the pressure by remembering social media is a highlights reel. Second, do something you enjoy, even if it's solo. Third, slow down and say no to back-to-back plans. Fourth, look after yourself, staying hydrated and talking to a GP if weather affects mental health. Fifth, set a budget to ease financial strain.
Dr. Olena advises listening to the body: 'Regardless of external pressures or whether the sun is shining, it is important to listen to the body. Does the body call for rest, or for a change of pace? Real mental health in summer looks like doing exactly as much as nourishes you — not what impresses others.'
As one user on TikTok captioned: 'these are the summers we will tell our kids about!' But the reality often includes quiet evenings and ordinary moments. Maicey concludes: 'Summer doesn't need to be extraordinary to be meaningful. Being in my 20s, working a full-time job, trying to save money, navigating dating disasters, maintaining friendships and attempting to keep up with basic life admin is difficult enough. Some days will involve holidays, sunbathing, dinners with friends and nights out. Others will involve sitting in the garden with a Diet Coke and my dog.'
