Generation real: Rebranding mental health for a new era

World Mental Health Day this year put a spotlight on mental health in the workplace. As our jobs demand more from us, people are rethinking the cult of hustle and its impact on our health and wellbeing.

Recent research conducted by Hall & Partners on behalf of Omnicom Health Group looked at the impact of health on work performance in the US and UK. Half (49.5%) of the 2,020 adults surveyed say their health has a negative impact on their work. For people who feel like they lack the tools and resources to adequately address their mental health, the toll is even more staggering as they feel a 7x greater impact on their work performance compared to those who have their mental health under control.

Younger generations are in part driving this reckoning, pushing companies to rethink outdated norms that once were considered normal. Kisha Payton, Chief DEI Officer at Escalent, points to these shifting expectations with an influx of younger employees rejecting the idea that emotions have no place at work. "Boomers and Gen X were conditioned to compartmentalize their emotions in the workplace,” Payton says, “But for Gen Z and some younger Millennials, there is no door to leave emotions behind, especially for remote workers.” The lines between mental and physical health aren’t just blurred, Payton challenges, “They’re nonexistent."

Brands let their Guard Down

Employees are not the only ones feeling the pinch. Some brands are daring to ask if a relentless need to perform is such a good thing. Sports brand ASICS is one such brand that has swapped high-intensity workouts for a radical notion of personal satisfaction. In their latest campaign, “The Desk Break,” Brian Cox resurrects his Succession character while chastising office culture. Risking your mental health with endless sedentary work in exchange for “free fruit and a Wellness Wednesday,” Cox scoffs, is no bargain. ASICS is one brand showing how speaking out for balance is just good business.

As mental health talk heats up, so does the risk of brands exploiting it.

Empty gestures and glitzy campaigns won’t cut it. For real impact, brands must go beyond catchy campaigns, showing consumers they are valued, not sold to. As Gena Pemberton, Chief DEI Officer at Omnicom Health Group says, “Inclusivity isn’t about optics. It’s about making people feel seen, heard, and valued as humans.”

People are more engaged with brands that resonate with their lived experiences and understand the complexities of their life; whether that’s physical, mental or beyond. As the topic of mental health moves beyond a niche wellness trend into a critical pillar of what it means to be ‘healthy’, there is an opportunity for brands to better align with the whole customer. 

Some brands are doing this by adapting their products and services. Selena Gomez’s Rare Beauty, for example, promotes mental wellbeing by reframing beauty as a source of personal connection, rather than a mask. With product names like Positive Light Moisturizer, Stay Vulnerable Blush and Kind Words Lipstick and directing funds to mental health causes through its Rare Impact Fund, Rare Beauty’s commitment is more than skin deep.

Mental Health: A Path to Brand Relevance

Consumers increasingly want to see themselves reflected in the products they choose and the promises brands make. This commitment demands a deep understanding of what truly drives people—their feelings of joy, despair, frustration, and even indifference.

Brands seeking to remain significant in today’s landscape must be cautious not to exploit mental health as a tactic for short-term financial gains. The true champions will be those who align their core values with a sincere, long-term dedication to enriching the human experience within their reach.

Authenticity has no shortcuts. Brands must engage in an ongoing dialogue with their customers, tuning into their shifting needs and aspirations. The focus cannot solely be on transactions, but rather how products and services empower and enrich the lives of their users.

The brands that will rise above the rest are those that discover innovative pathways to enhance people’s lives within their specific sphere of influence. By fostering genuine connections that go beyond mere commercial interactions, they can cultivate trust and loyalty. In the end, such dedication helps transform brands from mere vendors into trusted allies in the human experience.