Is This CBT? No, It’s ACT

I was showing one of my mentors a blog post Jake my co-founder wrote recently about our early adaptors launch and before even seeing the website, he asked, “So wait is this CBT?”

It’s a fair question. After all, when most people think of therapy apps, they assume it’s Cognitive Behavioral Therapy (CBT). That’s the go-to for many, and it’s the approach most people expect in a mental wellness app.

But here’s the thing—at NØRA, we’re not doing CBT. We’re using ACT, which is pronounced like the word “act”. And there’s a very specific reason why we chose this approach over CBT.

CBT is all about identifying and changing negative thought patterns to influence emotions and behavior. It's structured and effective for a lot of issues, especially for things like anxiety or depression. But ACT takes things a step further. Instead of trying to control or eliminate thoughts, ACT focuses on accepting them, observing them, and still moving forward in a direction that’s true to your values.

ACT is considered part of the third wave of behavioral therapies. It builds on the best aspects of CBT but takes it to the next level by incorporating mindfulness and values-based action. While CBT focuses on changing thoughts, ACT embraces them—helping you accept your urges and emotions, then make choices that reflect your deeper, values-driven goals (Hayes, Strosahl, & Wilson, 2012).

So why does this matter for NØRA? When you’re dealing with behavioral addictions like pornography, binge eating, gambling, social media, or even compulsive shopping, it’s never just about the behavior itself. Sure, the behavior is the outward action, but it’s really about what the behavior is trying to address. Whether it's the need to escape stress, numb loneliness, or cope with emotional discomfort, the behavior often becomes a way to temporarily satisfy a deeper unmet need. The urge to engage in these behaviors comes from something inside us—a desire for relief, a way to avoid unpleasant feelings, or a need for connection that isn't being met in healthy ways.

With ACT, we don’t just focus on stopping a behavior. We focus on understanding the underlying need and how the behavior is trying to fulfill it. Once you understand that, you can start to choose different, more values-driven ways to meet those needs, instead of relying on unskillful behaviors.

For example, let’s say you feel the urge to gamble. In a CBT framework, the focus might be on challenging the thoughts behind that urge—“Why do I want to do this? What’s wrong with me for wanting this?” But with ACT, we don’t fight the urge. Instead, we accept that the urge is there, without judgment. You can say, "I’m feeling the urge, and that’s okay," then reflect on what the urge is trying to address. Maybe it’s about escaping anxiety, seeking adrenaline, or trying to feel in control during times of uncertainty. Once you recognize that, you can make a values-driven action—perhaps you decide to practice deep breathing, take a walk, or reach out to a trusted person for support.

Take another example: stress can often trigger behavioral addictions—whether it's reaching for unhealthy coping mechanisms like gambling, binge eating, or pornography. In ACT, we focus on accepting the stress and understanding that it’s a part of life, but that it doesn’t need to control your actions. Instead of trying to avoid the stress or suppress the urge to cope, ACT encourages you to sit with the discomfort and choose a healthier response aligned with your values. Practicing mindfulness in this moment can help you be with the discomfort, observing your thoughts and emotions without immediately reacting (Kabat-Zinn, 2003).

Let’s say you're feeling lonely—a common trigger for behavioral addictions like social media overuse or compulsive shopping. Instead of telling yourself to just “stop feeling lonely” (which often leads to more frustration and shame), ACT teaches you to accept the feeling of loneliness and recognize that it doesn’t have to lead to a specific behavior. The loneliness might be stemming from a need for connection—something the behavior temporarily fills. But instead of reaching for social media or compulsive buying, you can practice mindfulness: notice the sensation of loneliness, breathe through it, and choose a response that’s more aligned with the life you want to lead, like reaching out to a friend, journaling, or engaging in a healthy hobby.

Behavioral addictions aren’t just about the actions themselves—they’re about the emotional and psychological patterns that drive those actions. With ACT, you’re not fighting your urges. You’re understanding them, accepting them, and choosing how to act in ways that align with your values—even when those urges feel powerful.

So, when you ask, “Is this CBT?” we say, “No, it’s ACT.” And that’s a good thing. ACT combines mindfulness, acceptance, and values-driven action to help you navigate behavioral addictions and make lasting changes. It’s not about controlling your urges or thoughts; it’s about understanding them, accepting them, and taking empowered action that aligns with the life you truly want to live.

At NØRA, we’re here to help you make that change—not by eliminating your urges, but by helping you understand them and make choices that reflect the life you truly want to lead. Together, we’ll navigate the ups and downs and build a path to a more purposeful, values-driven life.

Citations:

• Hayes, S. C., Strosahl, K. D., & Wilson, K. G. (2012). Acceptance and Commitment Therapy: The Process and Practice of Mindful Change. Guilford Press.
  
  

• Kabat-Zinn, J. (2003). Mindfulness-Based Stress Reduction (MBSR). In J. Kabat-Zinn (Ed.), Full Catastrophe Living: Using the Wisdom of Your Body and Mind to Face Stress, Pain, and Illness.