Mental health and brands: what if silence also communicated?

Jelly – Digital Agency

These days,

saying nothing already says a lot

. In a context where audiences want more than well-crafted messages,

brands face the challenge of taking a stand where it genuinely matters

, and mental health is one of those territories.

This subject is no longer private and invisible. It has become a public cause, a social issue and a benchmark for how people connect with brands. Social media has amplified the debate, humanised the suffering and raised expectations of a new kind of responsibility from those who communicate.

Anxiety, burnout, grief, self-care, emotional balance — these are no longer words confined to a therapist's office. They are brand topics too.

This article looks at how mental health is shaping strategic communication, what audiences expect and why silence is no longer a neutral position. The rise of mental health as a social and communication priority

Mental health has moved beyond the private sphere and the clinical domain to become one of the most pressing social causes of our time. This shift stems from several factors: social, economic and climate instability, profound changes in the world of work, and constant exposure to the emotional impact of technology.

Often criticised, social media also plays a transformative role: it provides spaces where people share experiences, challenge stigma and build support communities. In this new context, the market has moved on. Brands are expected to go beyond performance and adopt a position with purpose. Talking about mental health is no longer simply an act of empathy — it is a matter of social and reputational relevance. Yet the latest data shows that most companies have yet to catch up with this shift.

Brands and digital silence: what the data says

A study published in 2025 in Business and Professional Communication Quarterly by Ju, Jia and Wan analysed 6,264 posts published by Fortune 500 companies on Facebook during Mental Health Awareness Month (May 2023). The finding was striking: only 1.84% of those posts mentioned mental health. Even in a month entirely dedicated to awareness, silence was the prevailing choice.

The study used two analytical frameworks: the corporate social responsibility (CSR) typology from Kim et al. (2014), covering public health, education, inclusion and employee engagement; and the World Health Organization (WHO) guidelines, which set out three pillars for communication about mental health:

1. Promoting psychological well-being;
2. Supporting people with mental health conditions;
3. Defending the human rights of those populations.

The data shows that only 59.1% of the related posts met at least one of these pillars, pointing to a gap between communication intent and international best practice.

That said, when brands address mental health with multimedia content and dialogic strategies — questions, replies to comments or genuine sharing — audience engagement rises significantly. Reactions such as “love”, “care” and “wow” far outweigh negative ones, showing an audience that is available and receptive.

Most posts came from the services sector (81%), led by healthcare, insurance and pharmaceuticals. Sectors such as technology and industry, on the other hand, were almost entirely silent — a strategic opportunity that remains untapped.

Talking about mental health is strategy, not just responsibility

In today's landscape, internal well-being policies or mindfulness workshops are not enough. Mental health needs to move out of the private sphere and be stated publicly as part of a brand's identity. Brands that communicate only “inwards” miss the chance to position themselves as relevant, human and approachable social players.

Worth remembering: any brand can, and should, talk about mental health. You don't have to work in healthcare to make a real contribution here. Retail, technology, mobility and services companies can use their reach and influence to:

• Create educational campaigns;
• Promote awareness content;
• Challenge stigma;
• Listen to, involve and care for their communities.

By communicating with empathy, clarity and consistency, brands not only humanise their presence but also build trust — one of the most valuable assets in the new reputation economy.

The future: from trend to the new standard of responsibility

Mental health on social media is far from a passing topic. Everything suggests it will become a new standard of corporate responsibility, authenticity and brand leadership.

As consumers demand greater transparency and accountability, and digital scrutiny becomes more active, brands that choose silence risk becoming irrelevant.

The future will bring mental health campaigns built into:

• Institutional social responsibility strategies;
• Employer branding;
• Crisis management;
• Awareness days and key dates;
• Product initiatives;
• Outreach and local activation.

Those that develop a consistent, committed voice in this area will be better placed to earn cultural relevance and competitive advantage.

Talking about mental health is not a symbolic gesture — it is a strategic position. In light of the latest data, brands that choose not to do so are missing the chance to connect with people in an authentic, empathetic and relevant way.

Mental health is now an ethical lens through which consumers judge the real value of brands. And if social media has taught us anything, it is that the public is already having this conversation.

So the question is not whether brands should talk about mental health.

It is: can they afford to stay silent?