Why Mental Health Is a Silent Pandemic that Brands Can't Ignore
Havas and BETC recently released a new Prosumer report on the topic of mental health about society’s views on the issue and what role brands can and should play in contributing to effective solutions.
13,000 people aged 18 and older in 30 markets across the globe were surveyed. Here are the main findings from the report:
Beyond covid, mental health is a collateral damage of our society model
Mental health issues are a symptom of a broader disease infecting modern society. Everyday economic pressures, social alienation (including loneliness), and a disconnect from nature are all major sources of our collective distress.
Half of prosumers (51%) feel more anxious and stressed now than before covid.
Mental health is universal
Mental health disorders claim victims across social strata, generations, education levels, and lifestyles. The World Health Organization indicates that 1 in 8 people worldwide lives with a mental health disorder.
89% of prosumers agree that mental health is one of the most concerning issues of our times.
It’s not about the end of the world, it’s about the end of the month
People have plenty of things to worry about: climate change fears, the global energy crisis, and the ongoing war in Ukraine. But the issues with the greatest impact on respondents’ mental health are far closer to home: their personal relationships and finances.
Younger generations suffer the most
Our report reveals a clear generational divide. While barely more than a quarter of boomers admit feeling more anxious and stressed today, 53% of gen zs do so. The youngest members of society are especially susceptible to mental health challenges.
Social media is not helping
The youth are especially impacted by this issue and find themselves trapped in a destructive cycle in which social media serves as both remedy and culprit. 51% of gen z prosumers believe that social networks should be held responsible for the mental health of their users.
While nearly 4 in 10 Gen Z respondents (37%) spend time on social media platforms in an attempt to soothe their anxiety or depression, an even higher proportion (43%) say spending time on their smartphones worsens their symptoms.
There are two methods to address these mental health challenges
i) Medicalization, which aims to provide a treatment for every emotional issue.
ii) Changing our lives, which focuses on healing through lifestyle changes.
Nearly 9 in 10 prosumers think maintaining a healthy lifestyle – including regular exercise – is the best way to avert mental health disorders.
Brands have credibility
Brands now possess greater legitimacy to address mental health issues and should use the opportunity to educate, raise awareness, and contribute to solutions.
In fact, nowadays brands play an outsized role in people’s lives, and – just as we saw with consumer messaging at the start of covid-19 – they’re expected to find ways to help in all sorts of crises.
