We need to talk about stigma. Again

Today is World Mental Health Day.

A chance to reflect on how we support ourselves and each other – and bring our attention back to something that many organisations thought they’d already tackled: stigma.

There are three levels of stigma – self (internalising negative stereotypes), public (discrediting and stoking fear about a particular group) and structural (practices and policies that limit opportunities).

Organisations and employers have a role to play in dismantling all of them. But less than 10% of employees say that their workplace is free of stigma on mental or substance-use disorders.

So why focus on stigma now, and why is it a communications challenge?

Poor mental health costs UK employers £56bn a year. In one McKinsey study, a third of people with a mental illness said that the stigma of taking time off work stopped them from seeking treatment.

Over a third (34%) said they have to feel an emotional connection with a brand before they buy its products on a regular basis.

This increases to 54% for younger audiences aged under 35.

More than eight out of 10 (83%) people of that younger generation feel warmer about a brand when they see a person they can relate to talking favourably about it in the media.

While the average for this is 60% – younger people are twice as likely to say this than over 55s.

Meanwhile, more than six in 10 (64%) young UK consumers say they’re more likely to buy a product based on information supplied in an independent way, like a news organisation or an expert than in an ad. This is the highest figure out of all age groups.

Interestingly, younger age groups also trust major news brands such as the BBC, Sky, Telegraph and the Guardian more than social media, podcasts, smaller independent media, or direct communications from a brand.

It’s fascinating to see how placing a case study in the press is wielding as much buying power, if not more, than traditional and new forms of advertising.

Everyone has heard ‘It’s OK not to be OK’ – but is it? Really, it’s only OK if there is support waiting for the person who’s bravely made this admission. Access to subsidised services, conversations with managers or groups who are adequately trained to help, and the time and space for treatment, if needed. All of these things come from an engaged and aligned C-suite – so their (vocal) buy-in is essential.

Mental health stigma affects marginalised groups in myriad different ways. Women in full-time employment are nearly twice as likely to have a common mental health problem as full-time employed men; racism is the root cause of poor health for minoritised ethnic groups; and those of us who identify as LGBTQIA+ are more likely to develop low self esteem, depression, anxiety and self-harm. Recognising intersectionality and examining the nuance in our experiences is key to de-stigmatising them.

We love yoga, but it’s important to differentiate between preventative stress management and other types of help. Psychologist and organisational wellbeing expert, Dr Audrey Tang, notes that there is often “a mismatch of understanding from people right at the top…Often, quick, short-term fixes such as lunchtime yoga are not what people need.” Instead of broadcast campaigns, consider targeting managers specifically – highlighting how to spot the signs of stress in an individual, and equipping them to deal with a range of situations.

It might be tough to secure campaign funding amid squeezed end-of-year budgets, but according to Deloitte’s latest research, for every £1 invested in mental health initiatives, the employer gains over £5 back.

World Mental Health Day is a fantastic jump-off point, but mental health is relevant all year long. And a campaign that tackles stigma is a great place to start.