AndrewDemenyuk/Depositphotos.com
September 17, 2025
Has Mental Health Become the Ticket to Reaching Youth?
PacSun’s first “Youth Report” showed mental health, cited by 42% of survey respondents, rank as the top priority in the lives of its target Gen Z customer, building on other research showing the importance of wellness to younger generations.
Mental health topped both physical health and academic success in importance in the study, as first previewed by WWD.
The survey, conducted by GlobalData, also explored how music, fashion, and social media shape the lives of 11-to-24-year-olds. PacSun plans to conduct its Youth Report study annually, with the results available to anybody for free.
“At PacSun, we’ve spent decades building trust with young people, and with that comes a responsibility to share what we’ve learned and to commit to keep learning,” said Brieane Olson, CEO, in a statement to WWD.
Lululemon’s fourth annual Global Wellbeing Report that came out last September showed 61% of global survey respondents experience overwhelming societal expectations to appear well, 53% say there is a lot of conflicting information about the best ways to improve wellbeing, and 89% of those experiencing “wellbeing burnout” say loneliness is a contributing factor.
Calvin McDonald, CEO of Lululemon, said in a statement, “By sharing these insights, we hope to stimulate conversations and encourage people to reflect on how to support their wellbeing.”
Mental Health a Prime Concern for Gen Z Shoppers, Data Suggests
As part of Mental Health Awareness Month, L.L.Bean in March released a company-funded study in partnership with Mental Health America showing 79% of participants agreed that spending time outdoors improved their mental health.
Shawn Gorman, L.L.Bean’s executive chairman, said, “Our Mental Health Month initiative is about more than stepping away from our screens. It’s about stepping into the outdoors and reconnecting with what truly restores us.”
Among other surveys, a Dunnhumby poll that came out last December found 61% of Gen Z shoppers care most about mental health, 15 points higher than those between 45-54, and double that of those 75 years old and over.
To support Mental Health Awareness Month, many fashion brands are increasingly launching activations, campaigns and initiatives aimed at driving conversation around wellness and raising funds to support related charitable organizations. Numerous sports, fitness and beauty companies are building their brands around wellness platforms.
Last October, American Eagle Outfitters established the AE Foundation to provide grants to grassroots organizations increasing access to well-being resources. Jennifer Foyle — president, executive creative director, AE & Aerie — said, “American Eagle is a leading brand for 15-25 year-olds — which means we have a unique opportunity to directly engage with millions of young adults to help them prioritize mental health and well-being.”
Discussion Questions
Why has addressing mental health issues apparently become a primary path to engaging younger consumers?
Are surveys, charitable foundations or messaging all equally feasible ways to address wellness with consumers?
Poll
Loading …BrainTrust
Neil Saunders
Managing Director, GlobalData
Gene Detroyer
Professor, International Business, Guizhou University of Finance & Economics and University of Sanya, China.
Lisa Goller
B2B Content Strategist
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Mental health is the most important single thing to younger consumers. However, this is not a simple golden ticket for reaching them. The questions brands must ask is how do they play a role (and, indeed, can they play a role) in the factors that support mental health. That means looking at areas such as community, simplification of decision making, making consumers feel good, establishing trust, reducing noise, and so forth – and implementing these into the purchase process. None of this is easy and it has to be done with authenticity.
The research for this is actually being launched tomorrow in Los Angeles where we will be presenting the full findings – and more importantly listening to the perspectives of Gen Z and what retailers and brands need to do to serve them better.
Does anyone really think “mental health” is a suitable topic to be used as a marketing angle ? That it might successfully goose sales – at least for a while – may be true, but it seems an afront to the very concept that it’s a serious issue. (What’s next? “Racism is out this year…say “NO!” to it with our 30-50% off sale”?) However well-intentioned this idea may be – and I’ve not much confidence it is – retailers are ill-suited to be involved in social welfare work.
Mental health issues have risen dramatically since the pandemic. Health and well-being brands (from yogawear and dumbells to herbal tea, alcohol-free beer and anti-inflammatory foods) offer legitimate solutions in this age of heightened anxiety.
If people can find bliss in tea or 500 reps, that’s great, but I share the concerns that Dr. Amer expresses, below – and perhaps you as well (“if they are sincere”) – that people’s needs may not align with a company’s; even if they start out well, what happens when some campaign no longer becomes cost effective? Does it go away…while the problems of those it served don’t?
PacSun’s Youth Report, which indicates that mental health is the top priority for 42% of Gen Z consumers, raises a critical question: Are brands genuinely supporting well-being or strategically targeting psychological vulnerability? There is a profound operational contradiction here: Fashion and social media brands promoting mental wellness while simultaneously deploying algorithms and imagery that research consistently links to anxiety and depression among young people.
When companies identify psychological distress as their “primary path to engaging younger consumers,” the line between helping and exploiting becomes dangerously thin. True authenticity requires addressing the business practices that contribute to mental health issues, not just messaging about supporting wellness.
Mental health marketing without corresponding operational change represents purpose-washing that exploits genuine vulnerability while contributing to the systemic problems driving the crisis.
Great question! “Are brands genuinely supporting well-being or strategically targeting psychological vulnerability? Surely, next year, when there is another hot topic, there will be no more discussion from brands about mental health.
Yes, a big contradiction. “There is a profound operational contradiction here: Fashion and social media brands promoting mental wellness while simultaneously deploying algorithms and imagery that research consistently links to anxiety and depression among young people.”
Younger consumers struggle with anxiety due to job insecurity, market uncertainty. political unrest and the social media magnifying glass.
It’s hard to feel a sense of agency amid intense competition for secure work as a route to financial independence. It’s hard to feel relaxed if you constantly feel scrutinized and judged by people at school and online.
These unrelenting everyday issues weigh on younger consumers.
Brands and retailers that validate their feelings and offer positive solutions will resonate. Companies can earn consumer trust if they are sincere in their intention to offer help.
Culturally, America has a big problem in recognizing the value of mental health. While there is no surprise that young people are aware and even experiencing mental health issues, this is a far bigger problem than can be or should be addressed by brands.
Yes, I am cynical. I call these moves exploitive and hypocritical.
While Gen Z’s openness about mental health does create an opening for brands to join the conversation, consumers aren’t as naive as businesses may think.
Shoppers can distinguish a genuine action from a marketing ploy. Brands that practice what they preach and align their offerings with their values will win with this sharp generation of consumers. Act accordingly.