From insights to action: How brands can authentically champion Gen Z's mental health journey

Mental health awareness among younger generations, particularly Gen Z, is at an unprecedented high, yet navigating the healthcare system in the US and accessing adequate mental health support remains a significant challenge. While Gen Z openly discusses mental health, they continue to face disproportionate struggles due to financial instability, environmental pressures, limited access to nutritious food, and a healthcare system that often leaves them behind.

For brands and marketers, gaining mental health insights for better understanding these key social determinants and authentically communicating support is crucial, not only for fostering brand trust but also for driving meaningful engagement. Here, we offer actionable strategies to help marketers engage Gen Z authentically on mental health issues, enabling stronger connections and a lasting positive impact.

Go beyond awareness and aim for Gen Z empowerment via actionable mental health solutions

Gen Z doesn't just want to hear about mental health; they want actionable wellness solutions. Research from Hall & Partners on behalf of Omnicom Health indicates that in the US, a third of young adults (ages 18-29) lack confidence in managing their mental health effectively, compared to just 13% of those 45 and older. This isn’t just a statistic, it’s a call to action for brands to step up and move beyond brand awareness campaigns offering practical, accessible resources.

Rather than relying on vague wellness platitudes, marketers should offer clear, practical advice to empower young adults to better handle stress, relationships, and personal boundaries. This can include the creation and promotion of resources like interactive workshops, digital health toolkits, guided self-help wellness apps, or even mentorship programs, all designed explicitly to provide tangible, real-world support and guidance.

By providing actionable resources, brands demonstrate genuine investment in well-being of Gen Z consumers, reinforcing trust and meaningful connection that translate into long-term brand equity.

Acknowledge and address Gen Z’s real-life pressures and mental health barriers

Effectively marketing to Gen Z requires acknowledging the real-life challenges they encounter daily. Nearly half of young adults in the US face income instability, and over a third struggle with limited or inadequate access to health insurance, significantly hindering their ability to obtain necessary mental health care.

Beyond economic struggles, unhealthy living environments disproportionately affect younger populations, with 30% reporting experiences with air pollution and 28% facing housing instability. Additionally, younger people frequently endure higher rates of witnessing or directly experiencing violence.

Brands can no longer afford superficial gestures; they must authentically recognize and validate these social realities. Using authentic storytelling and empathetic messaging, marketers can genuinely resonate with young audiences to successfully position a brand identity, establishing trust and demonstrating true understanding and commitment to their well-being. Collaborate with mental health organizations and local communities can help address systemic barriers and expand access to care.

Encourage ongoing mental health dialogues, not just seasonal brand communication campaigns

Mental health isn’t seasonal, and brand communication shouldn’t be either. Ongoing dialogue around mental health needs to extend beyond brief brand campaigns or awareness months.

Hall & Partners research indicates that 75% of US adults aged 18-29 frequently discuss personal health decisions with friends and family, highlighting their desire for continuous dialogue. Brands can effectively tap into this preference by creating consistent spaces, both virtual and physical, where Gen Z feels comfortable openly discussing their mental health experiences. These spaces could include social media channels dedicated to mental health conversations, regular virtual forums, or community events designed to foster genuine dialogue rather than simply broadcasting promotional messages.

Community-focused initiatives not only normalize mental health conversations but also actively reduce stigma and foster belonging. Regular virtual meetups, moderated online support groups, and engaging forums reinforce these supportive dynamics and encourage sustained engagement.

Companies are also finding that insight communities are an opportunity to build better relationships between brand and younger customers; spaces for relationships that customers want and insights that market researchers need. The result is a mutual value exchange that leads to deeper understanding, greater relevance and transformative insights that drive action and business impact.

At the end of the day, facilitating continuous conversations not only deepens engagement but also positions brands as committed, long-term allies rather than temporary supporters.

Consider actionable brand strategies to effectively engage Gen Z on mental health

Health for Gen Z often centers around survival, not merely self-improvement. Economic pressures, housing instability, and diminishing social support systems profoundly impact their mental well-being. Strategic brand communications can reach and support Gen Z with research-driven strategies:

• Be bold and direct when discussing mental health; young adults are ready for honest, transparent conversations.

• Involve young people in campaign creation. Peer-to-peer storytelling is more credible and relatable than top-down messaging.

• Use demographic and psychographic insights to tailor messaging – addressing Gen Z’s unique challenges around income, housing, and community belonging.

• Leverage digital platforms effectively; Gen Z thrives online. Use Instagram, TikTok, Snapchat, and other popular platforms to maximize reach and impact.

Understanding and authentically engaging with Gen Z on mental health is no longer optional – it is essential. By acknowledging their lived realities and actively participating in meaningful dialogues, marketers and brand strategists can bridge existing gaps, build genuine trust, and strengthen lasting brand-consumer relationships. Offering tangible support and facilitating authentic conversations enables brands to become trusted allies in Gen Z's mental health journeys, creating profound and lasting impacts socially, culturally, and commercially.

Meet our authors

Amanda Kealey, Partner, Hall & Partners

Mariana Olivar, Group Strategy Director in Health, Hall & Partners