When brands dole out mental health advice, is it “emotional manipulation” or savvy marketing?

When brands dole out mental health advice, is it “emotional manipulation” or savvy marketing? Recently, Lola tampons set up a sexual health hotline while Coach’s pop-up, Life Coach, offered a “self-discovery” journey. Unbound, Tuxe, and many others have also leveraged the self-care movement, as brands try to show that, “‘We’re good people and we’re not just after your money.’” Whether you believe retailers should be playing psychologist or not, consumers do have a desire “‘for tools and answers to find their way.’” (Racked)