I’m all up for ‘frazzled cafes’, talking openly about our emotions and any intervention available to help people process their emotions in an open, authentic and non-judgemental fashion. However, this is when the marketing personality inside me intervenes and points out an obvious flaw that a lot of support groups (with great intentions) seems to overlook: the words ‘mental health’ are so shameful in our western society that many of these support services don’t reach the people who need their services the most.
To talk openly about mental health means first acknowledging that we need help and in our society this is one of the most shameful things you can admit.
The term ‘mental health’ holds a strong association with being weak, broken or out right crazy. So with all that predetermined stigma are you really going to admit that you have a ‘mental health’ issue? I mean, are you freaking crazy?!??!? Of course you’re not.
The most common belief is that asking for help means admitting failure or a weakness – because through mass marketing we’ve been sold the idea that in order to be a ‘successful’ member of society we should be able to deal with everything life throws at us independently. Also, for any little problem we have, we are told we can buy a solution for it.
Thanks consumerism, big Pharma, and all the top dogs in corporations who are creaming the profits off this dysfunctional belief. I hope the Superyachts and sports cars fill the gaping void of thriving emotional connections.
However, we’re starting to realise that this idea we were sold was an illusion. In fact, there isn’t a quick fix for emotional situations. We can take a pill to lessen the blow temporarily. We can avoid through substance abuse, temporarily. We can even project our pain out in ways to deflect attention from ourselves, until we are eventually held responsible for this. But the truth is that to resolve these emotional whirlwinds and be authentically happy we must validate, own and process our emotions. And guess what the real beauty in all this is – it’s a fundamental part of the beautiful human experience that we are all living. If this kind of personal development and emotional intelligence was marketed this way then we might not have the mental health, depression and suicide rates that we do.
If I’ve not yet won you over with my argument then let me give you some examples. Any one who is familiar with the work of Brene Brown, her TED talks and audio book will understand the concepts I’ve explained above but I wonder if you know why this knowledge reached you?
Brene Brown’s TED talk exploded over the internet (currently more than 6.5 million you tube hits). While her research is ground breaking, I believe much of the success was the way it was branded – authentically, vulnerable and in a way that aspires people to jump on board. Brene Brown’s work is all about emotions, specifically the emotion of shame, how we avoid it and that by doing so stifles our abilities to connect as humans. Brene Brown didn’t call her first talk ‘Shame – the emotion stifling our wholeheartedness’, instead she framed it in a way us marketeers are told to market: Sell the benefits, not the features. Instead her flagship talk was titled ‘The Power of Vulnerability’, and her whole approach draws you in and inspires you to live more openly and vulnerably, like she does.
Another brand that does this very well is motivational life coach Tony Robbins.
‘Want to be more successful in your personal and business life?‘ -Tony Robbins.
Well, yeah of course. Who doesn’t want that?
‘Want to come on a 5 day immersive course and face the demons you hide inside and expose them in a safe and none judgemental environment to overcome and develop as a fully authentic human being?’ – My interpretation of what happens from watching the Netflix documentary and lots of his YouTube videos (I haven’t yet gone to one of his workshops but will soon, I hope).
Urgh, no thank you. I’ll stay put pretending like I’m fine and everything in my life is as perfect as I’m led to believe it should be while I slowly crack under the pressure of this illusion.
The difference between this marketing and that of mental health awareness charities is that one lifts it’s market out of the shame and fear cloud without them realising, while the other one points it out for all to see. Not cool if you’re the person underneath it. This is why I believe so many mental health charities fall short of reaching their audience. I mean, they’re literally selling the opportunity to admit failure and weakness openly in a society which will judge and shame a person for ‘coming out’ and admitting that they have these normal human emotions. Or at least that’s how many of the market might see it. (If you don’t believe me, try suggesting counselling or therapy to any British person and see how you offering fairs – I’ve heard it’s different in the States but I’m writing from and for the UK so my observation is from here).
I’m not saying that we shouldn’t be talking openly about difficult life situations or that help shouldn’t be advertised. I am however saying that there is a call for marketing these services in the language of the market listens to, and that is one of aspiration. The marketing these services needs to be done with the same psychological marketing approaches that many corporate companies have been using for years. In fact, it’s about time that we used these tools for good intentions, rather than solely that of quick fix consumerism. Maybe it’s time to start selling the authentic human experience rather than an illusion which only a few people benefit from. I don’t know, they’re my thoughts. I’ll leave the the conclusion for you to decide.
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Photo Credit Edu Lauton