Mental Health Awareness month might have passed, but the conversation never has to stop. As PR professionals, we always strive to find ways to connect our clients with their audiences. One of the ways we can help facilitate this connection is by implementing purpose-driven PR. This involves aligning the message of mental health and mindfulness with our client’s values.
According to an American Psychological Association survey, 27% of Gen Zs and 15% of millennials reported their mental health as fair or poor, compared to 13% of Gen Xers. Not to mention, stress can eventually contribute to serious health problems—like heart disease, depression and even asthma.
One company that proudly spoke out about the importance of mental health is The Nue Co., popular skincare and supplement brand. The Nue Co. partnered with We’re Not Really Strangers, a card game that encourages people to open up and be vulnerable with others. Together, these two companies created a meaningful campaign by posting a billboard in NYC that read, “How Are You, Really?”
The Nue Co.’s Founder, Jules Miller, said in this article that, “‘The response was really overwhelming,’ she says of the campaign. Social media engagement was 300% higher on all campaign posts, while traffic to The Nue Co. website jumped 200% and sales of stress-related products increased 20%, according to Miller.”
UpWest, an online clothing company, also creates positive messaging about the importance of mental health that resonates with the brand’s audience. UpWest’s CCO, who was interviewed for this article, told Dhani Mau that, “‘The reality for our consumers is that the world and their lives are stressful,’ writes UpWest Chief Comfort Officer (yes that’s his real title) in an email. ‘We believe consumers are increasingly interested in brands that place purpose at the center of what they do and how they operate.’ He feels that the brand’s comfort-focused products that ‘encourage relaxation and rest’ align with this vision.”
Additionally, there’s the Los Angeles-based streetwear brand Madhappy, which creates campaigns to normalize conversations about mental health among millennials and Gen Z. Noah Raf, the founder of the lifestyle clothing label, experienced mental health struggles himself. As a result, the brand’s main mission is to promote a more uplifting world through products, content and experiences. Madhappy offers a wide-range of colorful basics (hoodies, sweats, tees and hats) with unique slogans such as “Local Optimist” and “A little goes a long way at the end of the day.” Madhappy also encourages a more optimistic lifestyle by offering meditation workshops in-stores, features mental health stories on its blog and partners with a funding organization to support mental health awareness. With a social media following over 171,000 followers on Instagram, the brand has caught the attention of many with its purpose-driven approach.
Mental health is important to living everyday life, so it’s important in the workplace. In order for companies that base their products around the idea of improving their consumers’ mental health to be successful, it’s important to practice what they preach. Studies show that not only does profit increase when employees are mentally well, but brand reputation does too. The Nue Co, Upwest and Madhappy are examples of brands that are putting their consumers and employees’ health at the forefront of their business models. We love to see it!