Brands have long known that appealing to the public’s emotions is a powerful tool. Marketing campaigns capitalize on this in all kinds of ways with some centering desire while others center growth, a sense of personal satisfaction, or, more and more frequently, self-care. For years, marketers have recognized the value of playing to mental health concerns, and yet it is the Covid-19 pandemic with all of its disruption that is responsible for the recent boom in mental health marketing.
In November 2020, the marketing research firm GlobalWebIndex (GWI) reported that people were more concerned with Covid-19’s effect on their mental health (31%) than with access to a vaccine (29%). Then, as now, articles addressing how to manage the many stressors of the moment were ubiquitous and companies were quick to take note. JanSport launched their Lighten the Load campaign; Instagram initiated their #HereForYou Project; The LADBible Group embarked on a three-month social content campaign entitled UOKM8?; and many, many other companies announced their support for mental health initiative with campaigns of their own.
It is easy to view this trend through a cynical lens—exploiting mental health concerns for profit is, after all, questionable—and yet there is a crucial lesson to be learned here. All of JanSport’s, Instagram’s, and the LADBible’s campaigns targeted Generation Z, colloquially known as zoomers because more than ever the young adults who form this generation take mental health seriously. This matters because the oldest zoomers are beginning to graduate from college which means very soon you’ll be vying to hire the most talented among them and if you’re not sensitive to their mental health concerns, you won’t do well.
How to Show Your Support for Mental Health
- Have a Mental Health Policy
According to a study by Deloitte, 72 percent of workplaces have no mental health policy. Not only does this mean that a majority of businesses do a poor job of caring for their team, but it also means that a majority will flub when a candidate asks about the subject in an interview. Distinguish yourself by being among the few that address this important need.
2. Provide Targeted Training
Invest in boosting management’s soft skills. Teach your team productive and compassionate communication strategies. Take an aggressive stance on bullying and discrimination. Practice active listening. And as you do all of this, watch your turnover rate plummet.
3. Encourage Work-Life Balance
Covid-19 has shown us all the crucial importance of being able to balance professional and personal commitments. In all likelihood, the pandemic has forced you to adopt policies in support of this. Now, as a light emerges at the end of the tunnel, be careful not to undo the important work you have already done in this regard.
4. Invest in an Empowered and Safe Office Culture
Team members who feel trusted to handle their responsibilities rise to the occasion and gain confidence as a result. Likewise, those who feel cared for by their employer exercise less fear and greater creativity, leading to improved outcomes. Capitalize on this by actively investing in initiatives that empower your team.
For more on mental health, marketing, and the powerful relationship between the two, don’t hesitate to contact Legal Marking FLOW either by calling (720) 990-9673 or reaching out via the contact form on our website.