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In 2022, it is recorded that more than one billion people in the world suffer from some type of psychological disorder.
It is predicted that by 2030 mental health will be the leading cause of disability in the world.
In 2020, depression and anxiety already cost the world economy close to a trillion dollars.
The Covid-19 pandemic has left many changes around the world, especially in people who, with these two years that have passed after this strong crisis, many pay attention to mental health. Given this panorama that has been seen in the insights of many industries, mental health is expected to be the new purpose of brands by 2023.
The mental health conversation has always been around, so according to data from the World Health Organization (WHO)more than 300 million people in the world suffer from depression, and one in four people will suffer from some mental problem throughout their lives.
Likewise, the report: Global Health Service Monitor by Ipsos, mental health is in second place among the world health problems and it surpasses cancer in the ranking of the biggest health problems facing nations.
In the same Global Health report, it is estimated that, globally, 58 percent of the population say they think “often” on your mental well-being. According to this, data from the WHO highlight that 15 percent of adults of working age have some mental disorder, which means losses of more than 1 trillion dollars for the world economy and therefore, This problem is presented as a focus to prioritize for the socioeconomic mobility of the international community.
In Mexico, according to the 2020 census, carried out by the National Institute of Statistics and Geography (Inegi), throughout the national territory there are 1,590,583 people with some mental problem or condition. And data from the federal government, only two out of 10 people with a mental problem or condition that requires care get it, and those who manage to get care do not always receive adequate care.
Mental health and brands
These changes have been reflected in recent years in the projects, products and even strategies that brands have presented to the public, because today’s society prefers to follow and buy from companies that are agents of change and contribute to the well-being of the world and people.
Given this, communication strategies that focus on their attention have begun to gain prominence and many brands are making it their goal for this past year and for 2023.
In a new report presented by the global Communication, Public Affairs and Marketing consultancy, LLYC, “Mental health as a brand purpose”, you can see the key points that communication plays in this purpose.
“Taking into account the context in which the definition of a brand’s purpose is key, mental health presents great potential as a conversation area for companies to play an active, legitimate role and with an awareness-raising and positive effect on people,” the report read.
In the same context, said document addresses the angles of mental health, such as: decision fatigue, which is fatigue, the mental exhaustion that is experienced when facing too many decisions. This reiterates that it is “It is important that companies question themselves: what can they do as a brand to lighten this burden for people? And, above all, how can you do it in a tangible, shareable way and, therefore, extensible to everyone?”.
Another angle that the research addresses and that brands should take into account is impostor syndrome, which is a disorder Little known, but seven out of ten people suffer from it. Therefore, brands must study the context and root of the problem, in order to be able to influence the work environments that favor the confidence, self-esteem and development of any professional.
Social anxiety is another disorder that consists of the fear that people have of being judged by those around them. “It is extremely important that companies promote initiatives, such as awareness campaigns, that sympathize with those audiences that demand their attention”says the consultant.
Finally, Brain frog syndrome, which is a mental condition that is characterized due to lack of concentration and mental clarity. Therefore, brands must take into account that the essential thing to combat it is to find a way to reduce stress levels.
The research indicates that for brands to design a communication strategy with a powerful narrative and face these angles, they must consider acting in a unique and differentiating way, have a legitimate and credible voice on mental health and must be an actionable brand.
“The strategies to be implemented must activate a way of doing, acting or even a movement that has a real and direct impact on people. The purpose cannot be an empty speech, it has to give rise to or even encourage the audience to mobilize and take the reins. From here, the decisive thing is to find the angle that, linked to the brand, makes it truly credible and unique”, reads the report.
And this is how, in 2023, companies will continue to add their voices to issues that are affected by many in the world, such as mental health, which is no longer just an issue that concerns the health authorities, as it is it has shown that all the agents, institutions and corporations that are part of society have a responsibility and a role to play before its numerous aspects.
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