What This Means For Brand Marketing

Christian Brown is the 30 Under 30 cofounder & CMO of Glewee, an all-in-one platform to execute influencer marketing campaigns.

As the consumer landscape shifts, so do the factors that drive purchasing decisions. Brands increasingly find that consumers expect them to provide excellent products and stand for something bigger than themselves by supporting social issues. With this comes a new set of responsibilities that marketers must fulfill if their brand wants to remain competitive.

For example, historically, brands shied away from talking about mental health due to the stigma surrounding it. However, today more consumers want brands to address mental health openly. In particular, destigmatizing mental health issues through shared experiences is extremely important for brands whose target audience includes Generation-Z, those born between 1995 and 2012. Gen-Z is often described as being tech-savvy, creative and independent. However, many Gen-Zers also feel emotionally distressed.

According to a February 2022 Ogilvy study, 70% of Gen-Zers say their mental health needs the most attention or improvement. And an American Psychological Association report found that Gen-Z is more likely to report mental health concerns than any other demographic group. This is no surprise, as Gen-Z has been at the forefront of some of the world’s most traumatic events and experiences, from the global pandemic to mass school shootings. The first Gen-Z members remember the 9-11 attacks on the World Trade Center and the Pentagon.

Because Gen-Z is more open to communicating mental health issues, it has become increasingly important that brands also be open to communicating their commitment to self-care. In fact, according to YPulse data, 71% of Gen-Z consumers like it when brands make mental health a part of their marketing and messaging. Gen Zers appreciate brands that are passionate and genuinely stand for something.

How Brands Can Engage In The Mental Health Conversation

Brands can engage in the mental health conversation in several ways. Brands can partner with a relevant nonprofit. Brands can engage their employees in the cause by encouraging activities such as volunteering, using employee resources for assistance programs and adding content-related stories and educational material to their websites and intranets. Brands can also engage social media influencers. Influencers often have a loyal following who are eager to learn more about their stories and experiences, providing a valuable platform for brands to discuss these critical issues in a meaningful way.

I personally know two Gen-Z founders, creators and advocates who led by example by sharing their own mental health stories. Mental health and chronic illness advocate Gigi Robinson teamed up with fellow Gen-Zer Brian Femminella, the cofounder and chief executive officer of the mental health company, SoundMind, to break down the barriers facing underrepresented communities and make a difference for creators.

Robinson and Femminella are Adobe Express Global Ambassadors, a community of creatives passionate about helping others find their voice online and beyond. Adobe gives its ambassadors creative control over how they integrate Adobe’s products into their platforms and at events they host. When strategizing about a way to promote the program, Robinson and Femminella wanted to focus on the mental health pressures creators bear in New York City so they both spoke openly about their journeys toward healing to help promote acceptance and destigmatize common mental health topics.

Another example is MTV’s collaboration with the Biden administration and mental health nonprofits on the first-ever Mental Health Youth Action Forum. Additionally, Rihanna’s Savage X Fenty brand highlights an array of body and sexuality types with their expansive runway shows and modeling shoots—all aimed at promoting body positivity which, in turn, promotes mental health.

For other brands looking to do the same, here are a few tips for how you can effectively support a social issue.

Stay true to your brand.

Before engaging with an influencer who has posted about mental health, brands should establish a connection between the social issue they are supporting and their core values. Establishing this link illustrates how much a brand cares about its customers and employees by taking action on meaningful topics and making an impactful contribution. Defining the link will also help with message consistency and demonstrate that the brand is passionate about issues outside its business. Conversely, when brands select a social issue that doesn’t fit with their mission, it can damage a brand’s reputation and trust.

Focus on consistency.

Gen-Zers can see straight through brands that only talk about mental health concerns on social media with occasional half-baked posts instead of brands that have incorporated mental health into their overall brand messaging. The same holds true for other social issues such as Pride Month, #MeToo, Black Lives Matter, women’s health and environmental concerns.

It’s important for brands to do their homework. It’s not good enough to plan a campaign for a mental health awareness month but fail to incorporate mental health messages throughout the year.

Provide resources.

Brands should dedicate resources to the social issues they support, such as a dedicated landing page on their website that includes links to available resources. In addition, brands need to promote their commitment to the cause, whether that is through monetary donations, volunteer opportunities or sponsoring educational initiatives. When brands leverage their influence, they demonstrate their commitment to the brand values and create meaningful connections with consumers who value companies that prioritize making a difference.

There has never been a more important time for brands to stand for something beyond their bottom line. Gen-Z consumers have high expectations and are looking to the brands they support to help improve the world. Brands that take up this challenge can not only do good but also position themselves for success in the years to come.

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