Mental Wellness Can Be Key to a Healthy Campaign Strategy
Mental health and wellbeing messages that eliminate stigma and create communities that address challenges appeal to consumers, and marketers can link them to brand purpose. A brand that positions itself as serving the larger good of society will resonate more with customers. Further, marketing has evolved from relationship marketing to customer engagement, which drives satisfaction, loyalty and brand usage. In a global study, 78% of American consumers say they want companies to address social justice issues, and 87% say they will buy a product because a brand supported an issue that matter to them (Cone Communications 2017 Global CSR Study). Global consumers were four times more likely to purchase a brand they perceived as having purpose, according to the 2020 Zeno Strength of Purpose Study. Purpose played an important role for brands during the pandemic, according to Deloitte’s 2021 Global Marketing Trends. Notably, Millennials and Generation Z not only were most likely to support companies that share their values, but they were also likely to walk away from those that don’t hold themselves accountable to such values.