05 Oct 2020

No one could have predicted what has taken place in 2020. The Coronavirus pandemic has changed both our personal and work lives, and still is causing uncertainty for many. There are few of us whose mental wellbeing has not in some way been affected by this.

World Mental Health Day is overseen by the World Federation for Mental Health and has taken place every year on the 10th October since 1992. Each year they introduce a theme, with previous years having focused on topics such as suicide prevention, mental health in the workplace and psychological first aid. This year’s theme has been announced to be ‘Mental Health for All: Greater Investment – Greater Access’.

It is a widely known issue that our mental health services require more investment, and with so much change going on in the world the need for mental and psychological professional support is higher than ever, and will only increase over time as we carry on through the current situation.
But what can we do as brands and businesses to reduce the strain on mental health services whilst we continue to push for better funding? Can the way we choose to market our products and services really have an impact on the mental wellbeing of others?

With rates of depression, suicide, and self-harm on the rise for Gen-Z, the generation born and raised on the internet need support and positivity wherever they can get it. Young people of today are extremely responsive to and appreciate a display of realness from the companies that they follow – they have begun to seek relatability over influence.

So how can you market your brand in a way that promotes your advocacy for mental health and wellbeing, as well as generating engagement that will benefit your business?

Many world-renowned companies, particularly in the fashion industry, have partnered with mental health charities and organisations, launching campaigns to help spread awareness for various issues from body image to suicide prevention. For example, popular fashion store and brand River Island partnered with anti-bullying organisation Ditch the Label, creating the campaign #LabelsAreForClothes to help break stigmas, utilising models of an array of races, body types, abilities, and gender.

By being more inclusive in your marketing strategy and making a point to relate to these groups, you will spark interest within different demographics that you had not perhaps considered targeting before, widening your audience and engagement. You will be both benefitting your business and helping those of all backgrounds, appearances and identities feel seen, heard, and relevant.

If this article has inspired you to rethink your marketing strategy and how you are targeting your audience, give the team at KAT a call on 01206 765 544 and we would be happy to chat this through with you.