As I write this blog, Creative Media will be looking towards 21 years in business.

Throughout these 21 years, I’ve been encouraged by the shift I’ve seen in attitudes towards mental health - and that’s just as true where I write from here in Northern Ireland as it is across the world. 

With the topic entering public conversation like never before, more and more companies are understanding how their efforts can positively impact mental health - not just in their own people, but in their customers and in society as a whole. 

Nudging the Consumer for Good

For many consumers out there, this shift in attitudes couldn’t come quick enough. In a year that has seen a meteoric rise in pandemic-fuelled anxiety, financial woes and all of the traumas that come with them, the promotion of psychological wellbeing has never been more important. Some of these research snapshots from YPulse are quite revealing:

• 41% of 13-39-year-olds say their mental health has been negatively impacted because of Coronavirus
• 39% say their mental health has been permanently changed by the pandemic
• 2 in 5 young consumers appreciate brands providing ideas to improve mental health during this time

I believe that companies can play a significant role here, and this goes far beyond paying lip service and empty platitudes to emotional wellbeing (and we’ve definitely seen that before, too). When it comes to mental health, it’s time for all brands to put their money where their mouth is. 

1. Inspire Open Conversation with Content

Believe it or not, not all of your marketing resources need to be spent on promoting products and services. Consumers now expect a certain level of trust and care from their favourite brands, and businesses can serve that need by embracing emotional intelligence in their marketing. This means using and managing emotions in a positive way to assist your customers in finding proactive ways of looking after their mental health.

There’s lots of ways to do this, and you don’t always need the services of a top-class copywriter or a video editor. In many cases, it’s all about genuinely appealing to your audience with as little ‘business-speak’ as possible. There’s some great examples out there of media companies and publishers using their resources for good:

• Tumblr has teamed up with Ditch the Label on a content series on how to deal with emotional hardships throughout the pandemic.
• Whilst the brand is synonymous with women’s leggings, Lululemon has leveraged its content resources to promote a series on anxiety & managing grief.

1. Listen to Those in the Know

If you want to leverage your digital content resources for positive action on mental health, it’s wise to start with a plan that brings in guidance from those who are qualified in the area. Indeed, whilst your audience does expect a degree of thought leadership, sometimes it’s best to enlist the experts. 

Over the course of 2020, we saw great examples of companies doing this the right way. Just look at JanSport, famous for its backpacks. This well established brand diverted from its usual content strategy to offer essential resources on mental health management during Covid-19. This is a solid example of a brand which has furthered its purpose beyond its usual offering.

You don’t need a wealth of resources to get some expert opinion. Network, reach out and invite experts to contribute to your blog for a special series.

1. Step Up Your Customer Support

With the pressures of today, consumers want more from digital content than just promotional content. They expect real purpose and value in exchange for their loyal following and returned custom.

Now is the time to step up your support - not just in terms of customer service, but what you’re giving them to view, watch and read. Now and again, consider a diversion from your usual strategy to provide your audience tangible support and solutions to help them live better, healthier lives.