Big companies, like General Motors, Coca Cola and Kimpton Hotels are placing mental health front and center in their marketing, reported The Wall Street Journal March 27.
The pandemic helped highlight the important role of mental health awareness, and now major brands are actively working to connect with consumers on the topic. Coca Cola-owned Powerade is running an ad segment based on the idea that there is power in pausing, featuring Simone Biles. General Motors is also set to launch a social media campaign encouraging drivers to check in with their stress levels before driving. The hotel chain Kimpton also offers one free virtual therapy session to guests.
Some research has indicated that consumers are more receptive than previously thought to direct messages from brands, with over half of respondents in one 2020 study saying it is more important for a brand to understand their frustrations than provide them with dreams. That represents a reversal in attitude from 2018, when only 37 percent of respondents agreed with the same statement. Mental health marketing may become more popular as the public continues to lean into awareness of it.