Athleta, Blue Apron, and Powerade are some of the brands putting mental wellness at the forefront of their marketing. 

Athleta, Blue Apron, and Powerade are some of the brands putting mental wellness at the forefront of their marketing. Conversations centered on mental health have only picked up since the start of the pandemic, and a number of brands are making it a fundamental part of their messaging—regardless of their industry. Athleta has been promoting online discussions surrounding mental health via its AthletaWell platform, offering stress-management tips from a licensed therapist and advice on everything from fitness to nutrition and emotional wellness; Blue Apron repositioned its messaging at the start of the pandemic to place more emphasis on the therapeutic and meditative aspects of cooking; and Powerade is currently running commercials featuring Simone Biles, emphasizing “pause is power.” Meanwhile, Kimpton Hotels recently announced it’s offering 1,000 guests free access to video-therapy sessions from Talkspace to help ease guests’—and employees’—mental burnout. YPulse’s mental health research shows 74% of young consumers like it when brands make mental health a part of their marketing and messaging, and when executed authentically, it works to help destigmatize experiences with mental health—something Gen Z and Millennials also want to see from brands. (WSJ)