Fashion and Beauty Brands Are Using Mental Health to Connect With 'the Anxious Generation'

Author:Dhani MauUpdated:Dec 13, 2019Original:Dec 13, 2019If you live in New York or Los Angeles, this year, you might have come across a massive ad on the side of a building that read, "How Are You, Really?" Or, perhaps you strolled into a Saks Fifth Avenue flagship to find a mindfulness installation replete with a meditation booth.

This followed a 2017 commitment by the retailer, and its parent company Hudson's Bay, to distribute $6 million to support mental health services by 2020. In 2018, Saks, Lord & Taylor and Saks Off Fifth launched a campaign and T-shirt that read "The Future Is Stigma Free" with 100% of sales going to Bring Change to Mind, a non-profit focused on ending the stigma and discrimination surrounding mental illness.

And that's not all.

Millennials and Gen Zs are also dealing with mental stress at unprecedented levels, so much so that millennials have been dubbed "the anxious generation," attributed to everything from student loans and economic uncertainty, to politics and climate change, to loneliness and a social media-fueled sense of competition.

As a health-focused company, Miller says, mental health was a natural topic to align with. "Stress is the modern day killer, the World Health Organization has cited it as one of the biggest threats to our health, so in our opinion it's kind of impossible to have a meaningful and relevant conversation around health without talking about mental health," she adds.

Like Saks's experiential installation, Madhappy and UpWest are also tackling mental health through experiences: Madhappy with panels on mental health and a "self-reflection chamber" in one of its summer pop-ups, and UpWest by hosting soundbaths and group meditations.

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Gen X has been normalizing it since college. Hello, Prozac Nation❗️

SO ARE GEN X WE ALSO EXIST THANKS

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