• by Ray Schultz , July 15, 2024

Mental health is no longer a taboo subject for advertisers (and publishers), according to a new study by Hearst Magazines and the Ad Council Research Institute (ACRI). 

Young people have an especially positive perception of brands addressing mental health – this includes 68% of Gen Z, 70% of millennials and 60% of Gen X, versus 51% of boomers.  

However, consumers across the board want to see that reflected in a brand’s value and benefits.  

The full findings of the Time to Talk study will be presented July 16 at The Mind Lab event at Hearst Tower in New York City.

“One in five U.S. adults experience mental illness each year and yet less than half receive treatment,” says Lisa Ryan Howard, global chief revenue officer at Hearst. “We, as an industry, need to help normalize and encourage conversations early about how we are feeling and with this study, we found that to do that effectively, authenticity and practicality are key.” 

The goal is to provide “a toolkit for brands on how to approach mental health messaging, whether it's through advertising campaigns, direct marketing, social media posts, thought leadership, or communications around topical moments,” says Derrick Feldmann, director of the ACRI.   

Hearst and the ACRI surveyed 4,000 consumers.