The Science Behind Positive Affirmations and How They Impact Coaching Success

In the world of coaching, one tool continues to gain recognition for its ability to transform mindset and performance: positive affirmations. These simple yet powerful statements, backed by psychological and neurological research, help shift negative thought patterns, build confidence, and strengthen self-belief. Used consistently, they can rewire the brain to align thoughts with goals, making it easier to stay motivated and goal-focused.

In this article, we’ll explore how affirmations work, the science behind them, their role in coaching, and practical ways to incorporate them into your daily routine.

What Are Positive Affirmations?

Positive affirmations, also known as daily affirmations, are short, empowering statements designed to reinforce a positive self-image.

Some examples commonly used in coaching include:

• “I am confident in my abilities and trust my decisions.”
• “I am capable of achieving my goals.”
• “I attract success and positive opportunities.”

Affirmations are typically phrased in the present tense to encourage the brain to internalise them as current truths rather than distant aspirations. Saying “I am successful” rather than “I will be successful” signals to the brain that confidence and achievement are already part of your reality.

The Science Behind Positive Affirmations

The human brain is constantly reshaping itself in response to thoughts and experiences. This ability, known as neuroplasticity, is what makes positive affirmations so powerful. When positive affirmations are repeated regularly, they strengthen neural pathways associated with confidence, resilience, and motivation.

What’s more, neuroscientific research has found that affirmations activate the prefrontal cortex, the part of the brain responsible for self-reflection, problem-solving, and decision-making. By regularly using affirmations, you stimulate this brain region, reinforcing the connection between self-belief and goal achievement.

The Reticular Activating System (RAS)—a network of neurons that filters information based on what the brain deems important—is another crucial component of how and why affirmations work. When you use daily affirmations for success, you train your RAS to focus on opportunities and solutions rather than limitations. For example, if you repeatedly affirm “I am open to new opportunities”, your brain will become more attuned to recognising and pursuing new possibilities.

Lastly, science has also shown that affirmations have stress-reduction capabilities. A study published in Social Cognitive and Affective Neuroscience found that self-affirmation activates brain regions linked to reward and self-worth, which can help buffer against stress and increase emotional resilience. Over time, this contributes to a more solution-focused mindset, allowing individuals to navigate challenges with greater ease.

How Affirmations Help You Achieve Your Goals

Achieving big goals requires more than just effort—it requires the right mindset. Positive affirmations reinforce motivation and persistence, keeping you focused on the path to success. When you regularly use statements like “I am fully committed to my goals”, your brain starts recognising this commitment as part of your identity. As a result, you’re more likely to take action even when faced with setbacks.

Affirmations also help overcome self-doubt, which is one of the biggest barriers to success. Many people abandon their goals because they lack belief in themselves. Repeating affirmations such as “I am capable of achieving anything I set my mind to” replaces limiting beliefs with a more empowering mindset, increasing the likelihood of success.

Last but not least, affirmations keep your focus on solutions rather than obstacles. When working toward a goal, it’s easy to get discouraged by setbacks. However, affirming statements such as “Every challenge is an opportunity for growth” help shift your perspective, making it easier to stay resilient and adaptable.

Affirmations in Coaching

Coaches use affirmations in a number of ways to foster their clients’ personal growth—for example: boosting self-discipline, improving emotional intelligence, and forming new habits.

For clients who struggle with conflict resolution or expressing their needs, a coach might suggest affirmations such as “I communicate with clarity, confidence, and respect” or “I respond to challenges with patience and understanding”, helping them become more mindful of their reactions and develop stronger interpersonal skills and relationships.

Clients seeking to establish new, healthier habits might be encouraged to use affirmations such as “I make choices that support my health and wellbeing” or “I manage my time effectively and stay focused on what matters most.”

Through positive affirmations, coachees not only deepen their motivation but also develop the mindset needed to sustain personal and professional growth—for lasting transformation.

How to Create Your Own Affirmations

For affirmations to be truly effective, they must be crafted and used correctly. Here are some best practices:

• Use Present Tense: Affirmations should be framed as if the desired outcome is already happening (e.g., “I am successful” instead of “I will be successful”).
• Make Them Personal: They should reflect individual values and goals to create a deeper emotional connection.
• Keep Them Positive: Focus on what you want to achieve rather than what you want to avoid (e.g., “I am capable and prepared” instead of “I will not fail”).
• Repeat Consistently: The brain strengthens neural pathways through repetition, so using daily affirmations for success should become a habit.

Overcoming an Aversion to Affirmations

Your coach sent you home with some affirmations, but you just can’t bring yourself to say them? Affirmations can feel awkward or unnatural for some people. If this is the case for you, try taking a closer look at what’s triggering discomfort, rather than just giving up.

Here are common issues:

• They Feel Unnatural – If you’re not used to speaking kindly to yourself, affirmations might feel forced and even cheesy at first.
• Cognitive Dissonance – If you don’t fully believe the affirmation, your brain may resist it.
• Societal Conditioning – Many people grow up in environments where self-criticism is normal, and self-encouragement feels unusual, even arrogant.
• Repetitive Phrasing – If affirmations sound too generic or you don’t connect to them personally, they may feel empty.

Try these adjustments to make your affirmations feel more natural:

• Personalise them—instead of “I am successful”, try “I am learning and growing every day toward success.”
• Use evidence-based affirmations—remind yourself of past achievements with phrases like “I have overcome challenges before, and I will do it again.”
• Practice in private—if saying them out loud feels awkward, try writing them down first.
• Pair them with action—reinforce affirmations with small steps toward your goal.

Practical Ways to Use Daily Affirmations for Success

Incorporating affirmations into your daily routine is well worth the effort. Here are some practical ways to use them in your everyday life:

• Morning Routine: Start your day by saying affirmations in front of a mirror to set a positive tone.
• Journaling: Write down affirmations each day to reinforce them mentally and emotionally.
• Meditation & Visualisation: Pair affirmations with visualisation exercises to deepen belief in their impact.
• Sticky Notes & Reminders: Place affirmations in visible areas like your workspace or bathroom mirror.

It’s not magic, it’s neuroscience.

Skeptical about affirmations? You’re not alone. But the fact is, science backs what countless affirmation-afficionados already know: your thoughts shape your reality.

The brain’s ability to rewire itself through neuroplasticity means that the more you repeat a belief, the stronger it becomes. Just as negative self-talk can reinforce doubt and fear, positive affirmations can strengthen confidence, motivation, and resilience. No hocus-pocus involved.

Try committing to using daily affirmations for success for a set period of time. Track how your mindset shifts and if any of your shorter-term goals come to fruition. You have nothing to lose—and so much to gain!