Mindshare research on the ‘rise of mental health’ reveals increase in mental health self-awareness and that brands can have a positive impact

Pandemic fatigue, burnout culture and the toxic effects of digital and social media are having a large impact on people’s mental health as societies cope with the Coronavirus pandemic but there is also hope that a more balanced approach to life is emerging and brands have a role to play in that future.

According to Mindshare’s latest research, 42% of people state they are more worried about their finances than the pandemic itself and 40% are struggling to maintain relationships with family and friends due to the social isolation impact of the pandemic.  Simple actions such as remembering passwords or phone numbers are becoming harder with 34% of people agreeing that they struggling to focus on everyday tasks with increased anxiety and more reliance on social media and digital technology.

Paradoxically, consumers have turned to technology to help improve their mental well-being with 53% of people deliberately choosing media content to help them relax and de-stress and 27% using mental health apps to help with their well-being.

However, the emotional effects of COVID-19 are also giving way to a more positive outlook and conscientious attitude in life, with 68% of people spending more time reflecting on what’s important in their lives and 70% of people more aware of what’s important in our society.

The crisis is also prompting brands to rethink their values, with social purpose and collaborative efforts during the pandemic setting a template for the future and 50% of consumers saying that brands should have a voice in being supportive of current global issues such as mental health.  

The findings are taken from Mindshare’s New Normal Tracker from Wave 7 August 2020 to Wave 10 December 2020 (12,110 respondents from 11 markets) and Mindreader Wave 10, Q1 2020 (62,000 respondents from 47 markets).  

For more information contact Greg Brooks [email protected]