Most people want to be the best they can be, or at least, find some peace and fulfilment. Life is messy though, with lots of turns and bumps in the road, good and bad. Even getting enough sleep is becoming a major health issue.

I find that time and reflection can help mediate and focus our response to situations, but often well before that clarity happens, you're looking for help.

Research in the US shows that the self-improvement market is big business - it's worth US13.4 billion. Although perhaps the Kiwi psyche is different than our American friends, here are some key trends that have parallels with what's happening in New Zealand.

• Self-improvement apps - the market is exploding for on-demand, personalised help. Check out Headspace, MindDoc and Calm. They have some great strategies for dealing with issues such as anxiety and insomnia.

• Self-help books - As we all stayed home during the pandemic and then had to re-enter society, print and audio books on personal transformation, relationships and motivation became top-sellers. In fact, listening to audio books is big business. Marketdata analysts think that sales grew 10% more in 2022, to a value of US$667 million.

• Virtual delivery of services and a focus on millennials as clients, was also noted. Usually this market is primarily driven by female consumers, but there's been a sharp drive in interest by male consumers now.