Self-care is an increasingly important area, and self-care is undeniably trending. If developed responsibly, self-care can contribute substantially on health literacy of patients by strengthening their treatment competence.  As such, improved self-care behavior of informed patients is able to relieve the burden on our healthcare system, free up resources and provide low-threshold access to well-tested and essential medicines. As a pan-European organization, the AESGP is playing a leading role in connecting stakeholders in this area and thus advancing self-care throughout the EU.