Nicole Dunn is the CEO of Dunn "Pellier Media, Inc ; PR for fitness, health and wellness.
When Australian rower Sally Robbins cited anxiety as the reason for her withdrawal from the Olympic finals in 2004, she has been described as a coward and a national disgrace. When gymnastics star Simone Biles retired from several competitions at the 2021 Olympics to focus on her mental health, she was shunned by some, but was widely supported and celebrated by her teammates, fans and sponsors. .
This stark contrast. in the public response reflects the changes we've seen in the evolution of the wellness and mental health conversation. The pressure and isolation that manyexperienced during the Covid-19 pandemic brought back these problems. According to Mental Health America, 2020 saw an increase "of 93% the number of people seeking screening for anxiety and a 62% increase in the number of people seeking screening for depression. Now more than ever, people are identifying the inner struggles they face and seek help.
As mental health issues become more prevalent, it is important for businesses to step up and get involved. , how can businesses get into this evolving conversation in a grounded and authentic way?
Recognize the change in well-being
The biggest change in how we define wellness comes from Gen " Z . This generation is experiencing unprecedented levels of stress, anxiety and depression. Mental health is a big part of their conversations, both online and offline. These young consumers are turning to brands that make room for their emotional needs.
There are plenty of ways to show consumers that you recognize their struggles. communication channels.While considering the relevance to your brand, share tips that consumers can incorporate into their daily routines to promote their well-being, focusing on topics such as sleep, diet, exercise and state of mind.
During the darker days of the quarantaine, luxury fashion brand Bottega Veneta has done it boldly. She created a platform called "The Bottega Residency " where she hosted a series of online events aimed at bringing joy to those who felt lonely and hopeless.
Now, think about how your brand can incorporate the medium into your o offerings. For example, you can choose to donate a portion of the proceeds to mental health efforts.
Eliminate additional stress and optimize well-being in the customer journey
There are enough stressors in life - buying a product or service shouldn't add to it. With well-being becoming a major value for consumers, there is a competitive advantage in creating ease and reward all the time.
Consumers are well educated and empowered when it comes to to choose a product or follow a brand. InBy educating themselves about the offer, considering the logistics around the purchase and navigating the installation of the product or service in their lives, consumers will choose the companies that relieve the most stress from their plate every step of the way. Let this be a sign that it's time to optimize your customer journey.
Let's take this a step further. Once the customer has purchased your product, how does the brand follow up? You can optimize Optimize your customer journey by simply checking after purchase and continuing to provide resources in the future. Email marketing is great for this type of tracking. If you can get customer testimonials about the health improvements resulting from your product or service, this is a great way for others to see how you've shaped their wellness journey. Ultimately, you want to help the consumer feel nourished on their journey..
Be a catalyst for positive conversations about mental health
Much work has been done over the past decade to de-stigmatize health issues mental, but we still have a long way to go. Promoting psychological well-being can help brands establish a deeper connection with their audience. Involving your brand in the wellness movement can improve brand perception and brand affinity for loyal followers. How can you make it a priority to join the wellness conversation with your audience?
This is my suggestion, from a PR perspective, to be a catalyst for positive conversations in a responsible and effective way, one must seek partners who know the space. These expert partners can help you make informed decisions about health conversationsmentality with more authenticity in direct relation to the brand.
For example, you can't go wrong by aligning your brand with a knowledgeable expert and research-informed partner like the National Alliance on Mental Illness or Made of Millions to help you navigate those important discussions around sensitive topics.
Maintaining mental health is an ongoing journey and should be an ongoing conversation. How can you design positive conversations about mental health topics?
Investing in the general well-being of your employees
The pandemic has many workers struggling with burnout, depression, anxiety, isolation, unexpected grief and financial stress. With much of the business world shifting to a work from home m odel, sustaining employee well-being has become increasingly difficult for brands and thes companies. Companies need to recognize how the mental health of employees can be affected by their work. Now is the time to look more at the benefits of employee mental well-being and work to de-stigmatize mental health issues in the workplace.
Since the pandemic, many companies have stepped up their efforts by offering more to employees. flexibility and autonomy to structure their workday in a way that best suits their lifestyle and state of well-being.
Industry leaders like Kellogg Company, Verizon Wireless, Spotify and Snapchat are coming together in a coalition called Mind Together, which aims to make mental health care the new normal in American businesses. This movement is only growing as more and more companies begin to invest significantly in the well-being of workers.
The movementWell-being is not going anywhere. Regardless of the industry, brands are expected to contribute to this collective change in lifestyle and perspective. You can help by researching the best ways in your business to support employees and nurture customers. Expand beyond your usual reach by connecting with the current state of mental health and participating in wellness conversations.
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