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- In response to results from a study commissioned by Lanes Health, which revealed that over half of UK adults often feel too busy to spare even five minutes for their emotional wellbeing, the ‘Small Steps to Kalmfulness’ initiative was launched. What is the initiative and what are its aims?
Our national study highlighted a reality that many pharmacy teams witness every day: millions of people are so busy that even finding five minutes to support their emotional wellbeing can feel out of reach.1
That insight was the driving force behind our new ‘Small Steps to Kalmfulness’ initiative. The campaign focuses on simple, achievable daily practices that help people feel calmer and more in control.
Our aim is to make emotional wellbeing feel accessible to everyone, showing that meaningful change doesn’t have to come from lifestyle overhauls, but rather from small steps that fit naturally into everyday routines.
- Can you tell us more about the award-nominated Kalmfulness platform?
‘Small Steps to Kalmfulness’ builds on our award-nominated Kalmfulness platform, which was created to shift the focus of emotional wellbeing from time-consuming interventions to simple, everyday moments of calm.
The platform first gained recognition for its national study exploring the UK’s most and least ‘Kalmful’ cities, using data and expert insight to spark conversations about how our environments influence stress and wellbeing.
Building on that, last year’s ‘Moments of Kalmfulness’ Virtual Gallery invited the public to pause and immerse themselves in calming imagery. It really demonstrated how impactful even a single moment of stillness can be.
This year, we’re extending the platform further through our ‘Small Steps to Kalmfulness’ initiative, working with expert ambassadors, including chartered psychologist Suzy Reading, to provide practical, evidence-informed guidance that people can incorporate into their daily lives.
- How do you hope community pharmacy team members can use these tools to support the nation’s emotional wellbeing?
Community pharmacy teams play an essential role in supporting the nation’s wellbeing. They are often the first to notice when customers may be struggling with stress, anxiety or disturbed sleep.
We hope the ‘Small Steps to Kalmfulness’ tools – ranging from conversation prompts to simple wellbeing strategies – help pharmacy teams feel confident initiating discussions.
With nearly a third of adults (31 per cent) already using herbal remedies, there is also an important opportunity for pharmacists to advise on safe, effective use of options like valerian root or lavender oil capsules, which can sit alongside lifestyle strategies to support emotional wellbeing.
- What are your future hopes for the ‘Small Steps’ initiative?
Looking ahead, our ambition is to grow the initiative into a long-term movement that empowers people to regularly carve out time for their emotional health.
This year, we will be unveiling everything from new creative activations and advertising to innovative product launches, as well as bringing to life our digital ‘Moments of Kalmfulness’ escape to help people build calm into their everyday lives.
- How can community pharmacies find out more or get involved?
Community pharmacies can get involved by visiting kalmfulness.com for practical resources and wellbeing content, and go to kalmsrange.com for information on our THR-licensed products.
We would encourage pharmacy teams to spark conversations and recommend tools that help customers take simple, achievable steps towards calm.
1. Small Steps to Kalmfulness Survey. A nationally representative study involving 1,000 UK adults aged 18+. Conducted by Censuswide, commissioned by Kalms Herbal Remedies. September 2025.
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