The first time I came across affirmations was in 2007, when my new colleague, and later dear friend, Heidi placed a book in my hands. It was Louise Hay’s You Can Heal Your Life.
Something about it immediately resonated with me. It felt logical, and I began writing affirmations. I had some quite remarkable experiences that, to this day, I still attribute to those affirmations.
Sadly, my friend Heidi is no longer with us in this earthly life. I am eternally grateful for all the new doors of ideas and thoughts you opened for me that year, Heidi.
Bless you❤️
I recommend everyone to write affirmations. I find it both enjoyable and inspiring and I always feel more positive and uplifted when I do.
So, how do affirmations work?
From a scientific perspective, several things happen when we use affirmations.
I recommend reading my post ”The Subconscious Mind and Why You Need to Understand How It Works” (June 3, 2026) to better understand how affirmations communicate with the subconscious mind.
I find affirmations easiest and most effective when I write them down. It gives me clarity about what I truly want and wish for.
Remember, your affirmations are for you. They are not meant for anyone else to read, so don’t worry if your positive statements feel a little silly. They are your personal messages to yourself.
1. The brain is influenced by repetition
The brain is plastic, meaning it can change through experience and repetition. When we repeat a thought or message over and over again, the neural pathways associated with that thought become stronger. This is known as neuroplasticity.
If someone constantly thinks:
”I’m not good enough.”
that connection in the brain becomes reinforced.
If the person instead repeats:
”I am valuable exactly as I am.”
new neural pathways gradually begin to develop.
2. Your attention begins to change
The brain has a filtering system called the Reticular Activating System (RAS). It helps us sort through the enormous amount of information we encounter every day.
When we begin focusing on a new message, the brain becomes more likely to notice things that support it.
For example, someone working with the affirmation:
”I am becoming more and more confident in social situations.”
may begin to notice small successes that previously went unnoticed.
3. The stress response may decrease
Research on self-affirmation suggests that positive self-affirmations can reduce perceived stress and help people cope more effectively with challenges.
When we remind ourselves of our values, strengths, and positive qualities, areas of the brain associated with self-regulation and self-worth become more active. As a result, we may react less strongly to criticism and perceived threats.
4. Affirmations work best when they feel believable
An important detail is that the brain often resists statements that feel too far removed from our current reality.
If someone with very low self-esteem repeatedly says:
”I completely love myself.”
the brain may respond:
”No, you don’t.”
In those cases, affirmations that feel more realistic and attainable may work better:
”I am learning to accept myself more and more.”
”I am open to seeing my strengths.”
”I am taking small steps toward greater self-confidence.”
5. Emotion makes a difference
Research and practical experience suggest that messages have a greater impact when combined with emotion, visualization, and relaxation.
When the nervous system is calm, we are generally more receptive to new ways of thinking and new mental patterns.
You could think of affirmations as a form of mental training. Just as muscles become stronger through repeated exercise, new thought patterns can become stronger through repeated thoughts.
