Category
Lifestyle
Assisted Choices
Trend cluster
Category
Mental Health
Activation
Brands facilitate pop-ups that focus on mental health.
4.2
Trend score
Trend
What is the Mental Health Activation trend?
Mental Health Activation: Brands are increasingly focused on enhancing the mental health and wellness of their customers, and they're now doing this through pop-up spaces. Whether charitable or business-focused, these activations prioritize mental wellbeing and aim to give consumers the awareness and tools to take care of themselves and others.
Insight
The consumer insight behind the Mental Health Activation trend
With global stress levels rising due to a variety of economic, social and political issues, mental health is increasingly in the spotlight–particularly in North America. Consumers are increasingly looking to reduce the mental toll that both everyday and large stressors can take on their wellbeing, and brands are responding with a more targeted approach to mental health.
Trend themes
Themes within the Mental Health Activation trend
Three behaviours holding the trend together01
Mental health and wellness pop-ups
Brands are increasingly focused on enhancing the mental health and wellness of their customers through pop-up events.
02
Happiness-focused social media departments
Social media departments are creating teams that focus on enhancing the mental wellbeing and mental health support of their users.
03
Mental health fundraising pop-ups
Charitable organizations are raising funds and awareness surrounding mental health by organizing pop-up events that feature artwork, music, and other mental health-related activities.
Industry implications
What the Mental Health Activation trend means for industry
Where the trend changes the playbookFor
Retail industry
Retailers are creating pop-up spaces that aim to support mental wellness and mental health awareness among customers.
For
Social media industry
The social media industry is launching teams focused on enhancing the mental wellbeing and mental health support of their users.
For
Art and entertainment industry
The art and entertainment industry is creating pop-up events that focus on mental health-related activities to raise awareness and funds towards mental health charities.
Workshop question
How could your brand better prioritize the mental health of its customers and/or employees?
Trend signals
Trend signals for Mental Health Activation
Trend score 4.2 out of 10, from popularity 67%, activity 51%, freshness 9%.
Popularity67%
Activity51%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Mental Health Activation trend
4 featured examples from Apr 12, 2018 to Oct 14, 2019CategorySocial Good
Mental Health Pop-Up Museums
The Museum of Lost & Found Potential Highlights Mental Health Themes
Incorporating mental health-themed exhibitions and installations into regular museum programming to encourage support for mental health awareness.
CategoryLifestyle
Mental Wellness Pop-Ups
'The Bakery' by Lidl Supports Discussions on Mental Health
Retailers can leverage pop-up spaces and events to engage customers, promote well-being, and differentiate their brand from competitors.
CategoryLifestyle
Mental Health Fundraising Pop-Ups
Gilles Peterson Hosts a Series of Pop-Up Events for Awareness
Disruptive innovation opportunities could involve developing new fundraising models and strategies for charitable organizations focused on mental health.
CategoryLifestyle
Happiness-Focused Social Media Departments
Instagram is Launching a 'Wellbeing Team' Department
Social media platforms that prioritize mental health and wellbeing can disrupt the industry by promoting healthy and positive engagement among users.
