Massage, Now More Than Ever Consumers may be tempted to trim their wellness budgets when economic times are tough. Yet a recent national consumer survey showed most massage-minded Americans are committed to maintaining the health benefits they experience with massage. It makes sense— the better you feel, the better job you can do of caring for yourself and your loved ones. Massage should play a role in reducing stress and strengthening the health of Americans. When people feel their best, they are more likely to be able to face the challenges difficult times present. With greater health and peace of mind, consumers can face difficulties with poise, clarity of purpose, and strengthened emotional reserves. Truly, massage is more than a luxury—it’s a vital part of self-care that has a positive ripple effect on us as we work, play, and care for others.