Contemporary consumers differ vastly from their predecessors. Modern customers value mental health and expect businesses to engage with their emotional needs in a genuine way as they face unprecedented stress levels and a steep increase in mortality compared to older generations at the same age. Depression, self-harm, and suicide are all on the rise among this generation. The shift in generational focus on mental health creates an opportunity for brands, which benefit from being able to adapt to customer values. Brands may maintain relevance by involvement rather than influence by establishing themselves as allies by working with organisations and charities that speak to this customer group’s interests. As the purchasing power of the generation grows, the next generation of consumers is making selections based on their values, and they have more than enough options to spend their money with the businesses with whom they have the most connection. Brands have begun to utilize social media to portray their morals, hopes, feelings, etc. People tend to interact more with such posts. Some consumers love it, professing their allegiance to the brand, while others despise it. Mental health issues can affect a person at any point in their lives. It is important to understand and learn from the experiences of people about the complexities of it and how we can help. When you have secondhand experience with anxiety, bipolar disorder, or depression, it gives you a new perspective for others who suffer with it on a daily basis. You can use marketing to promote a message that people aren’t alone and that help is available. Mental health patients can put up with the worst of days, but their daily victories mean so much more. People with mental illnesses can be the best of us with the right care. If you educate yourself on the issues surrounding mental illness and the people who are afflicted by it, you’ll be able to find new ways to include this market group in your messaging and, hopefully, your clientele. Marketing and mental health go hand-in-hand and marketing, as can be seen from the mental health-related campaigns of several brands, can have a huge influence on mental health.
● Marketing Campaigns Can Influence Positive Mental Health Awareness
The stigma associated with mental illness continues to be the most significant impediment to people seeking help. As marketers, we can put marketing to good use in this situation by helping to break down these barriers and raise mental health awareness and positivity. This can be achieved by firstly, defining your target demographic for your marketing campaign. When it comes to marketing your brand, knowing who you’re talking to is critical. We should take a few moments to consider and explore a little further into our audience.
● Messages can be conveyed through marketing
Instead of creating a generic campaign the next time, make it mean something. Make a genuine message. Besides product promotion, place some emphasis on mental health as well. You can also incorporate it into your posts and other resources that you distribute. Positive mental health marketing has the potential to influence not only those who are suffering from mental illness, but also their friends, family, and acquaintances. Even people who aren’t affected in the least could benefit from some education on the subject.
HOW CAN MARKETING BE USED TO HELP WITH MENTAL HEALTH ISSUES
● Understand the Need for Positive Messaging
With easy access to information, social media has risen to the top of the news distribution platforms. However, the constant bombardment of negative news and information may be detrimental to mental health. The problem is that it still has an impact on you, even if you’re passively digesting the content while browsing through your feed. Seeing tragedy or shocking news on a regular basis can cause stress, anxiety, and sleeping problems. This suggests you’ll need to organise your material carefully to avoid adding to the information overload. In the midst of all the negative content, you can make a difference by incorporating some uplifting messaging. That isn’t to say you shouldn’t discuss current events or serious concerns. It simply implies that you should find a way to make the topic more uplifting or motivating.
● Build a Strong and Inclusive Community
Many people try to mimic social media perfection since they crave approval through social media. As a result, we see people with beautiful bodies and flawless skin leading glamorous lives of travel and luxury. Many people will develop social media envy and a fear of missing out if they are constantly exposed to this type of content. This can have a negative effect on their self-esteem. This has been found to be one of the major causes of stress, anxiety and depression. As a marketer, you can help ease this issue by a variety of ways, such as sharing user-generated content from your brand community to help build a robust and inclusive community. Allow space for real people and their actual lives, with all of their flaws. The purpose is to highlight and praise ordinary individuals, not only “ideal” influencers and celebrities. This can assist you in creating a positive community that welcomes people of all races, sexual orientations, and body types.
● Leave No Room for Trolling and Bullying
Creating and fostering a positive community also entails defending it against those who would harass its members. Because it is so easy to go on, social media attracts all kinds of people, including bullies and trolls. These are those who use harsh remarks and postings to spread negativity. This type of activity might exacerbate a victim’s mental health problems or aggravate current symptoms. It is especially difficult for teenagers. When it comes to this type of behaviour, it’s critical that you have a “no tolerance” approach. Look for any hurtful comments or the use of flagged terms. By removing users who could harm the mental health of your community, you will be nourishing the trust between your brand and its community.
● Openly Discuss Mental Health to End the Stigma
It is difficult to identify who is struggling with mental health issues at a given point of time. It is therefore vital to openly talk about mental health issues through your marketing, whenever you get the opportunity. Openly discuss mental health issues by sharing personal stories and resources that may be of assistance to people who are suffering. Encourage and inspire your audience through your content, and do everything you can to make them feel included and at ease. The goal is to help them realise they are not alone so they do not feel lonely or isolated.
● Understand that it can affect you as well
It is extremely important to pay enough attention to your own mental health as well. It is only if you are in a good mental state that you can promote mental health through your marketing. To support yourself and your community, prioritise authenticity always.