brand therapy

With public dialogue about once taboo subjects such as mental and sexual health continuing to grow, brands will explore new ways to provide empathetic and empowering resources and services that were once typically accessed only through more traditional and private routes. Whether it’s life coaching, access to mental-health-related resources, or stigma-busting campaigns, the brands behind these initiatives are responding to today’s self-care culture with innovative and often provocative offerings. These approaches align with consumers’ increasing willingness to engage in public conversations about mental health, sexual issues, and most everyone’s need for mindfulness in today’s anxiety-inducing news cycle.​

Manifestations

Making mental healthcare more accessible has emerged as a brand priority in unexpected categories. In November, Beacon Health Options, a provider of behavioral health services, opened in a Walmart Supercenter in TX, while in Ireland, Lidl hosted mental health and wellbeing-focused pop-ups for young people for a four-week campaign last year.​

The feminine hygiene brand Libresse continues to disrupt their category with bold messaging meant to destigmatize  menstruation, while Lola, a reproductive care brand, offered a four-week sexual health-hotline campaign encouraging women to call in for advice and commentary. In both cases, the work goes beyond mere shock value to be truly helpful and empowering.​

Earlier this year, the womenswear brand Tuxe launched a coaching + clothing program, which temporarily offered a free life-coaching session with every purchase, a strategy that incorporates the notion of service as brand extension.​

Making mental healthcare more accessible has emerged as a brand priority in unexpected categories. In November, Beacon Health Options, a provider of behavioral health services, opened in a Walmart Supercenter in TX, while in Ireland, Lidl hosted mental health and wellbeing-focused pop-ups for young people for a four-week campaign last year.​

The feminine hygiene brand Libresse continues to disrupt their category with bold messaging meant to destigmatize  menstruation, while Lola, a reproductive care brand, offered a four-week sexual health-hotline campaign encouraging women to call in for advice and commentary. In both cases, the work goes beyond mere shock value to be truly helpful and empowering.​

Earlier this year, the womenswear brand Tuxe launched a coaching + clothing program, which temporarily offered a free life-coaching session with every purchase, a strategy that incorporates the notion of service as brand extension.​

implications

With consumers demanding so much more of brands in order to gain their loyalty, consider how your brand can help them navigate the stress of modern life. Can you help ease the transition into adulthood for young people? Can your brand help destigmatize many of the real, physical, and mental issues that all living and breathing human beings deal with? ​