How the Mental Health Movement Impacts the Promo Industry

Is it weird to say that anxiety is trending? Not trending in the cool, popular way we like to treat that word, but in a much more objective sense. Anxiety – especially among young people - is on the rise, and it has been for some time. Factors like social media (and the FOMO - fear of missing out - effect that it can induce), financial pressure, and the current social and political climate could be contributing factors. But rather than pointing fingers or arguing about how to fix these problems, our job is to learn how this impacts our business and anticipate what to expect moving forward. Many of our buyers are affected by this mental health movement, and if we learn to identify and explain the changes happening, we can find strategies to embrace it together. 

Consider the changes happening in our space right now: 

Trending colors inspired by nature – In early September, Pantone published a palate predicting colors for Spring/Summer 2020 based on those featured during New York Fashion Week. While there are a few vibrant colors in the selection, the majority can be described as muted, grounded, calming – colors we might find easily in nature. According to evolutionary research, humans tend to prefer blues and greens – likely because of an emotional response to natural features like water and trees. We also see many earth tones like brown and off white in this color palate. It’s likely we’ll see more of these tones in apparel, promotional products, print and web aesthetics over the next year or so. 

Reduced stigma – Thanks to social media and a changing public narrative, the stigma and shame surrounding mental health issues is beginning to drop, especially in youth culture (however, we still have a long way to go). This idea is perfectly captured in this tweet: 

So, what does this mean for our business? It tells us we have permission to talk to our customers about mental health related solutions that could help them with their employee retention, brand message, and overall public image. Obviously, we never want our customers to be uncomfortable, but with the right relationship, customer, and project, this idea can help open doors that might not have been there a few decades ago. In addition to the way we approach our customers, we can expect to see increased transparency and vulnerability in our marketing campaigns, on social media and within our own social groups. 

Staycation Mindset – Netflix is streaming, Uber Eats is knocking at the door, and I have my computer, iPad, and iPhone all on my lap…tell me again why I would ever leave the house? Even though we live in the age of social media, a large portion of the population has shifted to increasing anti-social habits – some due to cultural change and others to decisions fueled by anxiety. It’s an increasingly growing mindset that we need to consider. If our buyers are spending more time at home, we need to pitch solutions that fit this lifestyle. Consider incorporating products like blankets, bathrobes, kitchenware, candles, and food items into your wellness strategy.  

Essential Oils – According to the Mayo Clinic, aromatherapy may offer health benefits like relief from anxiety and depression and as a sleep aid. We’re seeing an increase in retail popularity and therefore, we’re seeing it in promo. Whether we realize it or not, scent plays a big role in our mood and memory. According to the American Psycology Association, “odors hold sway over our emotions, our cognition, and even our health.” Besides just their oil itself, keep an eye out for aromatherapy options in stuffed animals, eye masks, USB plug ins, humidifiers, wireless speakers, and more.  

When we acknowledge and analyze the “why” behind the mental health movement, it gives us power to be proactive – to anticipate our customers’ needs rather than constantly play defense in the dark. Deep down, a good salesperson is an expert in human behavior. They’re intuitive to motivation, emotion, and change in a way we should all strive to master. As this overarching "trend" continues to evolve, success will find those who not only search for these patterns, but are willing to learn, demonstrate vulnerability, and practice compassion.  

Oh, and P.S. – be kind to yourself.