How to authentically approach mental health

Editor’s note: Amanda Kealey is partner at Hall & Partners and Mariana Olivar is group strategy director in health at Hall & Partners.

Mental health awareness among younger generations, particularly Gen Z, is at an unprecedented high, yet navigating the health care system in the U.S. and accessing adequate mental health support remains a significant challenge. While Gen Z openly discusses mental health, they continue to face disproportionate struggles due to financial instability, environmental pressures, limited access to nutritious food and a health care system that often leaves them behind. 

For brands and marketers, understanding these key social determinants and authentically communicating support is crucial, not only for building trust but also for driving meaningful engagement. Here, we offer actionable strategies to help marketers engage Gen Z authentically on mental health issues, enabling stronger connections and a lasting positive impact.

From awareness to impact: Empowerment matters most

Gen Z isn’t just looking for a mental health conversation; they’re seeking concrete support. According to Hall & Partners research for Omnicom Health, one in three 18-29-year-old U.S. adults feel unprepared to manage their mental health, compared to just 13% of adults over 45. This gap highlights a critical opportunity for brands to move beyond surface-level messaging.

Instead of broad wellness statements, marketers should prioritize accessible, actionable tools that help young consumers navigate stress, relationships and emotional resilience. Think interactive digital resources, self-guided apps, community-led initiatives or scalable mentorship programs – all designed to provide meaningful, real-world support.

By delivering tangible value, brands not only deepen engagement but also foster lasting trust with a generation urgently seeking solutions. 

Recognize the lived realities shaping Gen Z’s mental health

To connect meaningfully with Gen Z, marketers must start by understanding the complex pressures this generation faces. Nearly half of young adults in the U.S. report unstable income and more than one in three lack sufficient access to health insurance – major barriers to receiving mental health support.

Environmental and social factors also weigh heavily on Gen Z. Three in 10 young people have encountered air pollution in their living environments while 28% report housing instability. Many are also more likely than older generations to witness or experience violence, compounding the strain on their mental well-being.

Superficial messaging falls flat in the face of these realities. Instead, brands should embrace empathy-driven storytelling and messaging that reflects real challenges. Partnering with mental health organizations or grassroots initiatives can help deliver more targeted support and demonstrate a genuine commitment to reducing barriers and improving access to care.

Encourage ongoing conversations, not just campaigns

Mental health isn’t seasonal, and brand communication shouldn’t be either. Ongoing dialogue around mental health needs to extend beyond brief campaigns or awareness months. 

Our research indicates that 75% of U.S. adults aged 18-29 frequently discuss personal health decisions with friends and family, highlighting their desire for continuous dialogue. Brands can effectively tap into this preference by creating consistent spaces, both virtual and physical, where Gen Z feels comfortable openly discussing their mental health experiences. These spaces could include social media channels dedicated to mental health conversations, regular virtual forums or community events designed to foster genuine dialogue rather than simply broadcasting promotional messages. 

Community-focused initiatives not only normalize mental health conversations but also actively reduce stigma and foster belonging. Regular virtual meetups, moderated online support groups and engaging forums reinforce these supportive dynamics and encourage sustained engagement.

Companies are also finding that insight communities are an opportunity to build better relationships between brand and younger customers; spaces for relationships that customers want and insights that researchers need. The result is a mutual value exchange that leads to deeper understanding, greater relevance and transformative insights that drive action and business impact. 

At the end of the day, facilitating continuous conversations not only deepens engagement but also positions brands as committed, long-term allies rather than temporary supporters.

Fostering meaningful connections with Gen Z

For Gen Z, health isn’t just about self-improvement; it’s about survival. Economic stress, housing insecurity and weakened social safety nets are taking a serious toll on their mental well-being.

Ways to meaningfully engage with Gen Z:

  • Be bold and direct when discussing mental health; young adults are ready for honest, transparent conversations. 
  • Involve young people in campaign creation. Peer-to-peer storytelling is more credible and relatable than top-down messaging.
  • Use demographic and psychographic insights to tailor messaging – addressing Gen Z’s unique challenges around income, housing and community belonging. 
  • Leverage digital platforms effectively; Gen Z thrives online. Use Instagram, TikTok, Snapchat and other popular platforms to maximize reach and impact.

Understanding and authentically engaging with Gen Z about mental health is no longer optional – it is essential. By acknowledging their lived realities and actively participating in meaningful dialogues, marketers and brand strategists can bridge existing gaps, build genuine trust and strengthen lasting relationships. Offering tangible support and facilitating authentic conversations enables brands to become trusted allies in Gen Z's mental health journeys, creating profound and lasting impacts socially, culturally and commercially.