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What brands need to know about mental health and marketing to Gen Z

The up-and-coming cohort of consumers is more outspoken about and aware of mental health, and brands are expected to respond.

The up-and-coming cohort of consumers is more outspoken about and aware of mental health, and brands are expected to respond.

Gen Z customers, facing unprecedented stress levels, value mental health and expect brands to engage with their emotional needs in a sincere way.
It’s a fine line for brands and marketers to balance: social media is a main point of stress for young people while also being a main communication channel for brands.
Facing unprecedented stress levels and an estimated 40 per cent uptick in mortality compared with Gen Xers at the same age, young consumers value mental health, and expect brands to engage with their emotional needs in a sincere way.
Rates of depression, self-harm and suicide among Gen Z are on the rise according to a study published by the Journal of Adolescent Health, which notes that some of these rates doubled over the decade-long period that college students were assessed.