Fashion + Mental Health 2020

Mental Health of Consumers’ When Marketing

When brands market their products they have to find a balance – social media is a main point of stress for young people while also being a main communication channel for brands. Young consumers value mental health and expect brands to engage with their emotional needs.

Brand marketing strategies

Brands can mitigate mental health through their marketing strategy by promoting positivity and wellness. Mental health is becoming easier to discuss as many people and brands have accepted that mental health is an issue people need to talk about. Social media has been criticised for being one of the causes of mental health because it is seen as promoting unrealistic images and the idea of “perfect lives”.

Social media causes us to constantly compare ourselves to others, which leads to an increase in anxiety and stress. On the other hand, social media also helps to increase interaction, connections and engagement with other people. This is seen as a positive impact of social media, it also serves as a personal and creative platform for many.

Brands promoting positivity on social media

Many brands now promote positivity and wellness on their social media platforms. Dove uses men and women to shoot promotions to portray “real bodies”. They are using this as a social media strategy. By doing this Dove is sharing strong images and messages to help spread positivity. In a recent Instagram post Dove stated “a safe-space for confidence, rather than a source of anxiety”.

Through Dove’s Real Beauty Campaign, the brand has been able to challenge the beauty industry by openly discussing self-esteem issues and promoting body confidence throughout their posts.

Ivy Park – an athletic line created by Beyoncé also promotes positivity. The brand seeks to combat female issues with exercising and feeling good and comfortable in their bodies. Beyoncé states “women have to take the time to focus on our mental health – take time for self, for the spiritual, without feeling guilty or selfish. The world will see you the way you see you, and treat you the way you treat yourself”. The brand emphasises showing different bodies and ethnicities in their products on social media.

Why should brands be mindful of their marketing strategies

Brands should be mindful of the marketing strategies they use because brands focus on people and are able to connect with them through their marketing strategies. Because of this brands should care about the wellbeing, and mental and physical health of their consumers and should adapt their marketing strategies or campaigns for their consumers.

On the other hand brands do not have the responsibility of combating consumers’ mental health issues, but they do have the ability to use wellness and positivity as a tactic to help mitigate the issues. As mental health problems are not likely to end soon it is vital for brands to implement new practices.

Young consumers

Mental health is a massive issue among young people, girls, and boys. Social media contributes it. This is because many celebrity figures and brands post photos on social media of “perfect bodies”. Young people then try to look like the photos or feel like that is what they should look like. This can trigger anxiety and other mental health issues among young people. The younger generations are more open to talk about mental health compared to the older generations.

Brands need to consider mental health when marketing or running a campaign. If brands don’t consider their consumers’ mental health this could lead to consumers’ having a negative opinion of the brand. It could ruin the brand’s reputation but also it shows that the brand is not being thoughtful of its consumers’ needs.

Being mindful when marketing

I believe that marketing adverts, campaigns, and social media posts have an effect on consumers’ mental health. It is something brands need to consider when they are creating these adverts. As we all know inclusivity is an important factor in the fashion industry. Brands need to display diversity in their adverts and social media posts. When consumers see that brands are inclusive it makes them feel that they are welcomed and a part of the brand. It is important for brands to make consumers feel like this as consumer will then engage with the brand.

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