May Is Mental Health Month: Why Consumers Are Prioritizing Wellness—And How Brands Can Too
Mental Health Awareness Month offers an important reminder: wellness isn’t just a personal priority—it’s become a cultural and commercial one, too. As consumers continue to focus on emotional well-being, balance, and self-care, they’re gravitating toward brands that reflect these same values.
For advertisers, especially those in the health, wellness, and lifestyle space, this month presents a timely opportunity—not to capitalize, but to connect. And for those using total video strategies, it’s a chance to reach audiences in the spaces where they turn to recharge.
Why Wellness Is Driving Consumer Behavior
Wellness is no longer confined to gym memberships and supplements. Today, it’s a mindset—one that influences everything from sleep habits and digital routines to media consumption and purchasing decisions.
81% of consumers say they plan to maintain or increase their spending on wellness in 2024.
Nearly 70% of Gen Z and Millennials report prioritizing mental health over physical health.
60% of U.S. adults say they regularly take actions to support their mental health, including mindfulness practices, digital detoxes, and stress-reducing purchases.
These stats point to a growing truth: consumers want brands that get it—brands that not only sell a product but support a lifestyle of well-being.
How Brands Can Show Up—With Intention
If your brand plays a role in health, personal care, fitness, or self-improvement, now is the time to be top of mind. But the messaging must be thoughtful and aligned with what people actually need: support, not slogans.
Here’s how to engage meaningfully this month—and beyond:
- Reinforce Wellness Through Storytelling – Use video to share stories that resonate. Whether it’s a testimonial about how your product reduces stress or a short-form spot highlighting moments of calm, authentic storytelling is powerful—especially on TV, where emotional connection is key.
- Support the Consumer Journey – Think about how your product or service fits into someone’s wellness routine. Are you helping them sleep better? Eat more mindfully? Create a moment of peace? Centering your message around these tangible outcomes can build deeper trust.
- Use Total Video to Reach Audiences Where They Unwind- TV remains a go-to platform for relaxation—and your audience is already there. Whether through linear, streaming, or connected TV, brands can meet consumers in the moments they’re winding down, making it a natural time to deliver supportive, calming, and informative messaging.
- Extend the Message Beyond May- Wellness isn’t seasonal. Let this month kick off a long-term strategy. Mental Health Month can be the start of an always-on approach that prioritizes well-being year-round.
The Takeaway
Consumers are prioritizing their mental and emotional health—and they’re expecting the same from the brands they support. With the right strategy, message, and media mix, brands can meet the moment with care and clarity.
For those in the wellness space, May is a time to step forward. With thoughtful planning and total video integration, your brand can show up not just as a product, but as a partner in well-being.