L.L.Bean is going off the grid on social media this month—again. The outdoor retailer is observing Mental Health Awareness month by taking a break from social media for the second year in a row. L.L.Bean is wiping its social profiles and leaving behind expert-informed resources to encourage people to spend more time outside for their mental wellness. The company is partnering with fitness app Strava for the L.L.Bean Feel-Good Challenge, which is encouraging users to log 500K hours outside during the month of May and raise money for Mental Health America. YPulse’s Mental Health report data shows 86% of Gen Z and Millennials agree: “I like It when brands make mental health a part of their marketing and messaging.” (Footwear News, LinkedIn)
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