Forget simply enjoying the sunshine — this summer, young people are being told they must perform it. A phenomenon known as “summermaxxing” is sweeping through Gen Z, creating a new kind of psychological pressure to squeeze every last drop of joy out of the warmer months or face the regret of a wasted season.
The term, born from the optimisation culture championed by figures like entrepreneur Steven Bartlett, frames summer not as a time for rest, but as a project to be perfected. Social media feeds are now awash with Euro summer packing videos, influencers hopping between Greek islands, and viral content urging users to “take a break from your job to focus on summer”. The message is relentless: do not let these months pass without event.
The pressure is proving intense. Psychotherapist Dr Olena Edwards-Skadowska warns that summer is in danger of becoming “a performance rather than a pleasure”. The “ultimate summer” narrative, she explains, is everywhere — on social media, in advertising, in casual conversation — and it creates a very real psychological burden. “When every weekend feels like it should be a highlight reel,” she says, “rest starts to feel like failure.”
This obsession with optimisation has deep roots. Bartlett recently sparked controversy by claiming three glasses of wine “ruined” three days of his life due to a domino effect on sleep, diet, and productivity — a comment that reflects a broader cultural belief that even downtime must be maximised. Now, that same logic is being applied to the entire season.
The visual emphasis is staggering. Research from travel company Skyscanner found that 43% of Gen Z travellers prioritise trips that will look good on social media. This is amplified by the influence of online creators: 88% of Gen Z travellers globally follow at least one travel influencer on TikTok, and 45% say they trust their recommendations. The result is a curated, filtered version of summer that few can actually achieve in real life.
The rise of ‘sunshine guilt’
That nagging feeling that you are wasting a sunny day now has a clinical name: sunshine guilt. Psychologist Carolina Traverso describes it as the anxiety of being indoors when the weather is good, driven by the relentless thought that you should be outside. “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 explains.
In the UK, where prolonged periods of sunshine are relatively scarce, this guilt is particularly acute. Sunshine is seen as a precious commodity, which fosters a desperate “seize the day” mentality. Societal norms equate sunny weather with happiness and activity, making indoor time feel like a personal failing. Psychologists note this feeling is especially strong among millennials and Gen Z.
Deidre Bowen, from Mental Health UK, says this is a common experience for younger generations. “Young people in particular can struggle during the warmer months,” she says. “They often feel a heightened pressure to be constantly out socialising compared to older generations.” Many in their 20s, she adds, are familiar with putting off much-needed rest and filling their calendars, 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.”
The numbers back this up. A recent poll found that 45% of UK adults experience FOMO during summer, with more than half saying missed plans prevent them from fully enjoying the season. For Gen Z, the anxiety even follows them on holiday: 52% report worrying about missing important work events while away, and 50% feel guilty apologising for taking annual leave.
The pressures extend beyond FOMO. While Seasonal Affective Disorder is typically linked to winter, a less common form — “summer SAD” — affects around 10% of people with seasonal mood disorders. It can be triggered by intense heat, social expectations to be active, disrupted sleep, and changes in daily routine. With the UK already experiencing heatwaves, the impact on mental health is significant: extreme heat is known to increase irritability, anxiety, and stress, while impairing cognitive function and disrupting sleep, which in turn exacerbates existing conditions. Some psychiatric medications can interfere with the body’s ability to regulate temperature, making certain individuals more vulnerable.
Climate anxiety is also a growing factor, particularly among young people worried about the future implications of the crisis — adding another layer of stress to the summer months.
Finding a balanced summer
So how do you escape the performance and reclaim genuine enjoyment? Mental health charity CALM (Campaign Against Living Miserably) has outlined several strategies for those feeling the pressure.
The first is to reduce the pressure by remembering that social media is a curated highlights reel, not reality. When you notice yourself feeling low for not having plans, ask yourself if you are being fair, kind, and reasonable. If the answer is no, CALM advises, “reduce that pressure dial, pronto.”
Second, focus on what you genuinely enjoy rather than what you feel you should be doing. Summer is a perfect time to get out and explore alone — “flying solo doesn’t have to be a bore,” the charity says. Third, slow down. There is no right way to do summer, and you are allowed to say no to plans. Communication is key: let people know early if you cannot commit, or better yet, stop agreeing to things you are not interested in.
Finally, look after yourself regardless of the weather. With record temperatures and a severe lack of air conditioning in the UK, summer can feel particularly challenging. Stay hydrated, and if the weather is affecting your mental health, talk to a GP. The pressure to spend money can also feel immense — one way to ease the mental strain is to set a budget for the season.
Dr Edwards-Skadowska encourages people to listen to their bodies rather than external pressures. “Does the body call for rest, or for a change of pace? And if so, what kind of activity might feel genuinely restorative?” she asks. “Real mental health in summer looks like doing exactly as much as nourishes you — not what impresses others. Permission to have a quiet, imperfect, genuinely restorative summer is something more people need to hear.”
What we rarely see online, she notes, is the reality that fills most people’s summers: quiet evenings, sitting inside, ordinary moments that can fill your cup just as much as a rave in the sunshine. In a culture obsessed with optimisation, the most radical act may be to simply let the season pass on its own terms.