Gen Z’s Relationship with Mental Health & Why It Matters for Brands

Gen Z’s Relationship with Mental Health & Why It Matters for Brands

Gen Z is the most mentally health-aware generation in history—and they’re not afraid to talk about it. They grew up with therapy memes, mental health TikToks, and open conversations about anxiety and burnout. But awareness is just the start. For Gen Z, mental health isn’t a marketing trend—it’s a lens through which they evaluate everything, including the brands they buy from.

In 2025, brands can’t afford to ignore the mental health dialogue. But they also can’t exploit it. The line between support and performative activism is razor-thin. To connect authentically, brands must understand what Gen Z values, what they reject, and how to show up with real empathy and impact.

What Gen Z Actually Thinks About Mental Health

This generation doesn’t see mental health as taboo. It’s an everyday conversation—whether in group chats or on campus. But that doesn’t mean they’re casual about it. They’re highly sensitive to how mental health is portrayed, trivialized, or commodified.

According to recent surveys:

• 73% of Gen Z say mental health is just as important as physical health
• More than half believe companies have a role in supporting their mental well-being
• Over 60% distrust brands that use mental health messaging without backing it up with action

Translation: Authenticity isn’t optional—it’s expected.

How Brands Have Missed the Mark

Plenty of brands have tried to hop on the mental health bandwagon, especially during awareness months. But Gen Z can spot performative campaigns from a mile away. Common missteps include:

• Using mental health as an aesthetic (pastels + inspirational quotes ≠ support)
• Launching one-off “feel-good” ads without internal initiatives to match
• Partnering with influencers who aren’t educated or respectful in how they speak about mental health

Worse still? Brands that talk about mental health externally while maintaining toxic internal cultures.

What Genuine Support Looks Like

If you want to resonate with Gen Z, you need to move from performative to participatory. Consider:

• Platforming mental health professionals in your content or partnerships—not just celebrities
• Funding accessible resources like therapy grants, hotline support, or school-based programs
• Normalizing boundary-setting in your brand’s own culture and messaging (e.g., campaigns that celebrate unplugging or rejecting hustle culture)
• Training your staff on inclusive, empathetic communication—not just your social media team

Brands Doing It Right

Some standouts in recent years:

• Headspace partnered with TikTok creators and offered free access to students during finals season—providing tools, not just talk.
• Gymshark launched real-time therapy partnerships and created raw, unfiltered mental health content featuring athletes and employees alike.
• Lush famously stepped back from social media entirely for mental health reasons, showing their values through bold action.

The Role of Brand Tone

Empathy doesn’t mean somber. But it does mean thoughtful. Brands that win with Gen Z speak in a tone that’s direct, non-patronizing, and inclusive. Avoid vague platitudes like “It’s okay to not be okay” unless you’re backing it with real effort.

Let Gen Z Lead the Conversation

Hire Gen Z creatives. Feature their voices. Center their lived experiences. This isn’t about speaking at them—it’s about listening, collaborating, and building together.

Final Thought

In 2025, mental health isn’t a niche topic—it’s a mainstream value. For Gen Z, how a brand handles the conversation reflects how it values people. Not just customers, but team members. Not just profits, but purpose.

So if your brand wants to matter to Gen Z, don’t just post about mental health. Live it, fund it, and build around it. Because for this generation, care isn’t a campaign—it’s a baseline.