MENTAL HEALTH:

The Silent Pandemic and the

Impossible Quest for Happiness
2023
On May 5, 2023, the World Health Organization (WHO) declared an end to
the COVID-19 global health emergency, signaling the official conclusion of three
years of lockdowns, social deprivation, restrictions, and mandates. And yet, the
world remains in the grip of another, arguably every bit as destructive pandemic:
a global rise in so-called diseases of despair, including anxiety, depression, and
social alienation. This pandemic of mental health disorders claims victims across
social strata, generations, education levels, and lifestyles. And, despite the efforts
of health authorities, pharmaceutical companies, governments, advocates, and
increasingly, employers, it appears to be gaining strength. The latest figures from
WHO indicate that 1 in 8 people worldwide lives with a mental health disorder.

In the first quarter of 2023, Havas fielded a survey among some 13,000 women
and men in 30 markets worldwide to explore this silent pandemic, which until
fairly recently was discussed in hushed tones, if at all. Our aim: to better
understand how society regards mental health and what role brands can and
should play in contributing to solutions. We discovered a distinct societal shift
in which personal well-being has become a focal point of concern and action,
along with compelling evidence that the youngest members of society
are especially susceptible to mental health challenges.

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From One Pandemic
to Another
These past several years have seen a rise in both mental health disorders and public
awareness of them. Earlier this year, U.S. Surgeon General Vivek Murthy characterized
the increase in mental health needs among youth as “the defining crisis of our time.”

The issue was worsening even prior to COVID-19. In 2019, experts at a Pan American
Health Organization event cited mental health problems—from anxiety and depression
to dementia and alcohol abuse—as the single largest cause of disabilities in the
world. However, the pace and scale of the crisis were intensified by the global health
emergency. Our survey reveals that half of Prosumers (51%) feel more anxious and
stressed than before coronavirus moved into common parlance. Even higher rates of
agreement were returned in Brazil (65%) and the United States (58%). Perhaps more
concerning is the clear generational divide. While barely more than a quarter of baby
boomers admit feeling more anxious and stressed today, 53% of Gen Zs do so.
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I feel more anxious and stressed than I used The prevalence of mental health issues has reached
to before COVID-19 (% agreeing strongly/somewhat) the stage at which nearly 9 in 10 Prosumers consider
it “one of the most concerning issues of our times.”
That speaks volumes in an era when global society is
51% PROSUMERS grappling with all manner of existential threats, from
political polarization and violent extremism to the
cataclysmic potential of climate change.

44% MAINSTREAM Mental health is one of the most concerning

issues of our times (% agreeing strongly/somewhat)

89% PROSUMERS
53% 27%
79% MAINSTREAM
Gen Z Boomers

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In the Face of This
Pandemic, Two Realities
Have Emerged
As society struggles to come to grips with the modern-day mental health crisis, two
shifts have materialized: First, personal well-being has become a social duty. Second,
happiness is now a medical norm.
5
WELLNESS IS A RIGHT
AND OBLIGATION
More than 8 in 10 Prosumers globally—rising to 9 in
10 in France—believe that addressing mental health
issues is crucial for one’s well-being. And an individual’s
wellness is no longer a private, guarded topic. It’s openly
discussed—and actively pursued. The past decade has
seen a sharp rise in content promising to put us each on
a path to wellness, ranging from courses on the pursuit
of happiness at elite institutions of higher learning to Critically, well-being isn’t just a personal affair. How
television programming such as Rainn Wilson and the individuals feel affects the entire community, and so
Geography of Bliss—a series dedicated to unlocking the we see that 8 in 10 Prosumers believe that addressing
“secrets of well-being” around the world. mental health issues is crucial for society overall.

Addressing mental health issues is Addressing mental health issues is crucial

crucial for our personal well-being for the overall well-being of society
(% agreeing strongly/somewhat) (% agreeing strongly/somewhat)

82% PROSUMERS 80% PROSUMERS

73% MAINSTREAM 67% MAINSTREAM

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 WELL-BEING AS A
CORNERSTONE OF HEALTH
Written in 1948, the preamble to the constitution
of the World Health Organization declares, “Health
is a state of complete physical, mental, and social
well-being and not merely the absence of disease or
infirmity.” This more holistic concept of health has
steadily gained ground in the decades since. In our
2023 study, 94% of Prosumers and 85% of mainstream
consumers agreed that their mental health is as
important as their physical health. Consequently, our
negative emotions have essentially become medical
symptoms. People don’t just regard diagnosed
sleeping or eating disorders as signs of mental health
issues now, but also highly common feelings such as
anxiety and stress. Being unhappy, sad, or even angry
for an extended period has become “abnormal”—an
HAPPINESS IS A NEW issue to “fix.”
MEDICAL NORM
For me, mental health is as important as
Happiness is now an expectation. If we are unhappy, physical health (% agreeing strongly/somewhat)
there is a problem to be solved. In 1776, when the
founding fathers of the soon-to-be-united states
of America declared a right to “life, liberty, and the 94% PROSUMERS
pursuit of happiness,” it was a fairly novel concept. Two
and a half centuries later, we see it becoming widely
accepted that governments have a responsibility to
ensure their citizens’ mental health and well-being. 85% MAINSTREAM
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In your opinion, what are the signs of mental health issues?

Anxiety Stress Eating disorder

75% 65% 52%

68% 61% 47%

Constant feeling of
Permanent state of sadness helplessness and frustration Melancholy
66% 65% 43%

61% 57% 39%

Sleeping disorder Permanent state of anger PROSUMERS

MAINSTREAM
66% 60%

57% 53%

This report focuses on four aspects of the mental health pandemic: the state
of “unwell-being,” the toll on youth, potential cures, and the role of brands.

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 Which of the following has
the greatest impact on your
mental health? (Choose one.)

Your personal/family situation

33%

37%

The economic crisis (inflation and recession)

28%

23%

The State The COVID-19 crisis

14%

of “Unwell- 12%

Being” Your work situation

12%

14%
There is plenty of cause for anxiety
in 2023—not least, climate change
The war in Ukraine and political
fears, the global energy crisis, and tensions in the world
the ongoing war in Ukraine—but
8%
the issues with the greatest impact
on respondents’ mental health are 9%
far closer to home: their personal
relationships and finances. We may Climate change issues
be worried on some level about rising
5%
sea levels, but our more immediate
concerns regard family frictions and 5%
whether we have enough money to
cover our bills at the end of the month. PROSUMERS MAINSTREAM

9
WE ARE UNWELL BECAUSE In your opinion, what are the reasons
OUR SOCIETY IS SICK we are suffering more from mental
health issues? (Showing Prosumers.)
“It is not a sign of good mental
health to be well-adjusted Consumerism—everything in
society is now about money
to a sick society.”
—PHILOSOPHER JIDDU KRISHNAMURTI
60%
Apart from individual struggles, the current mental
health pandemic can be linked to several facets of The lack of interaction with loved ones
modern life. Among them: hyperconsumerism, the rise
of social media and digital addiction, a lack of
interpersonal interaction, and our disconnectedness
from the natural world. We live in a time of increasing
60%
isolation and artificiality, with the vast majority
Social media and digital addiction
of our waking hours spent indoors hunched over
computer keyboards (depending on profession) and
our smartphones. With the rise in remote work and
single-person households, it’s easier than ever to go 56%
for days or even weeks without meaningful, in-person
interaction with another human being. Research Our disconnection from nature
conducted in 113 countries and territories between
2000 and 2019 found that loneliness has become a
problem worldwide. 50%
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The Kids Aren’t Alright
The disruptions of the pandemic, agree. Prosumer agreement is even
mounting economic pressures, and the higher in certain markets, including
perils of climate change are not evenly Brazil (77%) and India (70%). This
distributed. It is the younger generations may seem like an aspersion cast by
who saw their educations and childhood disapproving elders, but we see equal
rites of passage derailed by the percentages of Gen Zs and boomers
COVID-19 lockdowns and who face (60%) agreeing with the statement.
an economic and environmental future
far more dire than what their parents I think the younger generation is mentally
and grandparents experienced. Is it weaker than previous generations
(% agreeing strongly/somewhat)
any surprise then that youth are feeling
outsized effects on their mental health?

A consensus appears to have emerged 60% 60%

that today’s youth are “mentally weaker”
than previous generations—a sentiment
with which two-thirds of Prosumers Gen Z Boomers
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FAKE IT TILL YOU MAKE IT
We also found that, despite people now speaking more The burden young people face is exacerbated by a
freely about issues pertaining to mental health, two- fear of being—or being seen as—overdramatic or
thirds of Gen Zs feel social pressure to pretend to overly introspective. A majority of Gen Zs—versus
feel good even when they don’t. In comparison, only around a third of boomers—agree that people tend to
around a third of boomers feel that pressure. “listen” too much to their feelings.

I feel a social pressure to say I think these days, people overdramatize every
I feel good even when it’s not true small negative feeling in their life and call them
(% agreeing strongly/somewhat) mental health issues (% agreeing strongly/somewhat)

66% 34% 56% 49%

Gen Z Boomers Gen Z Boomers
We tend to listen too much to our feelings
(% agreeing strongly/somewhat)

53% 32%
Gen Z Boomers
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I AM A ROCK
Mental health practitioners advise that when a
person feels anxious or depressed, they should talk
about it. And yet, our study reveals that barely half of
Gen Zs (50%) talk to their friends to feel better, and
even fewer (38%) reach out to family members. The
regrettable reality is that most young people (57%
of Gen Zs) find it difficult to talk about their issues
with mental health. And nearly half (46%), compared
with just 17% of boomers, feel no one understands
their struggles. In Asia, the “lying flat” movement I find it hard to talk about my mental health
(China) and the Hikkomori trend (Japan) are seeing issues with my friends, relatives, or partner
some young people withdraw almost completely from (% agreeing strongly/somewhat)
society, seeking to avoid social pressures by opting
out to the extent they can.

When you feel anxious or depressed, 57% 26%

what do you do to feel better?

Talk with friends Gen Z Boomers

50% I feel no one understands my mental health
issues (% agreeing strongly/somewhat)
41%

Talk with my family

38% 46% 17%

44%

GEN Z BOOMERS Gen Z Boomers

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SOCIAL MEDIA:
CURE AND CURSE
Today’s youth have never known a time when they
couldn’t connect with the world via smartphone and
social media—and that has had a psychological impact.
A three-year study in the U.S. by leading experts in
psychiatry and public health found, for instance, that
adolescents who spent more than three hours a day
on social media doubled their risk of experiencing
poor mental health outcomes, including depression
and anxiety. It’s a complex relationship: While nearly
4 in 10 Gen Z respondents (37%) spend time on social
media platforms in an attempt to soothe their anxiety
or depression, an even higher proportion (43%) say
spending time on their smartphones worsens their
symptoms. There is a clear age correlation here, with
just 13% of boomers saying the same.

When you feel anxious or depressed,

what do you do to feel better?
Go on social media on my smartphone

37% 13%
Recent years have brought a push to hold tech
companies liable for the impacts of their platforms, and
half of Gen Zs (as well as a third of boomers) believe
Gen Z Boomers social networks should be held accountable for their
users’ mental health.

The more time I spend on my phone, the Social networks should be held responsible
more anxious and/or depressed I get for the mental health of their users
(% agreeing strongly/somewhat) (% agreeing strongly/somewhat)

43% 13% 51% 33%

Gen Z Boomers Gen Z Boomers
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What’s the Solution?
Our study reveals two potential A “CURE” FOR EVERY EMOTION
pathways to progress: medical Most respondents would like to see treatments for a
intervention or a change in broad range of mental health issues—from eating and
sleeping disorders to depression and stress—covered
modern lifestyles. by medical insurance, which suggests a widespread
belief that there are pharmacological cures for most of
the mental health issues that ail us.

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Among the following signs of mental health issues, which ones
do you think should be covered by medical insurance?

Anxiety Stress Permanent state of anger

66% 55% 45%

58% 52% 39%

Sleeping disorder Permanent state of sadness Melancholy

65% 52% 31%

56% 44% 28%

Constant feeling of PROSUMERS

Eating disorder helplessness and frustration MAINSTREAM

57% 48%

52% 42%

Rather than viewing anxiety as an ordinary facet of

life, for example, two-thirds of Prosumers regard it
as an illness that needs to be cured with drugs. Not
surprisingly, then, we see that the market for the
treatment of global anxiety disorders and depression
reached $8.5 billion in 2019—and is expected to soar
to more than $13 billion by 2027.

Anxiety is a real illness that needs to be

cured with drugs (% agreeing strongly/somewhat)

60% PROSUMERS 51% 42%

49% MAINSTREAM Gen Z Boomers
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 IT TAKES A VILLAGE
There is also broad support for a “village” approach to
mental healthcare, with a majority of Prosumers globally
thinking that help should come not just from medical
professionals but also from governments, employers,
friends, and family. This speaks to support for a more
holistic approach than simply popping a pill (or five).

Who should provide support when

it comes to mental health issues?

Medical professionals:
psychiatrists and doctors

83%

73%

The state and social security systems

60%

50%

Other professionals such as

And yet, despite this broad support for medical
psychologists or life coaches
solutions, many people hold “Big Pharma” responsible
for the increasing number of people who have 60%
become addicted to treatment medications. We
see, for instance, that half of Prosumers blame 50%
pharma companies for the widespread addiction to
antidepressants. It’s a complicated situation with no Friends and relatives
easy answers regarding how to ensure that effective
treatments are available to those who need them 56%
without putting patients at undue risk.
49%
Big pharma companies are responsible for
the increasing number of depressed people Employers
who are addicted to antidepressants 37%
(% agreeing strongly/somewhat)
28%
50% PROSUMERS None of these
2%
PROSUMERS
48% MAINSTREAM 5% MAINSTREAM

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A CHANGE OF LIFESTYLE Addressing mental health issues starts with
willpower, not drugs (% agreeing strongly/somewhat)
As pharmacological solutions increasingly are seen
as part of the problem, a large majority of Prosumers
(71%) are convinced that efforts to address mental 71% PROSUMERS
health should start not with prescription medications
but with human willpower. With so many young
people now on psychiatric drugs for everything from
depression to ADHD, it’s worth noting that 68% of 62% MAINSTREAM
Gen Zs agree with this sentiment compared with just
52% of boomers.

68% 52%
Gen Z Boomers
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Nearly 9 in 10 Prosumers think maintaining a healthy When you feel anxious or depressed,
lifestyle—including regular exercise—is the best way
to avert mental health disorders. Agreement is even
what do you do to feel better?
higher in several markets, including China (97%)
and India (96%). Half of Prosumers claim to engage Go out into nature
in sports or other forms of exercise as a coping
59%
mechanism when they feel anxious or depressed. Even
higher percentages treat their mental health issues by
49%
spending time in nature. This doubtless is contributing
to the recent spikes in forest bathing, birding, and
other outdoor activities. Engage in sports/exercise

52%
Having a healthy lifestyle (eating well, doing
sports / exercising, taking care of one’s body) 38%
is the best way to avoid mental health issues
(% agreeing strongly/somewhat)
PROSUMERS MAINSTREAM

87% PROSUMERS

75% MAINSTREAM

Going to the gym and spending time in the great

outdoors have proven mental health benefits, but
our study found that most people think curtailing this
pandemic requires structural change. Nearly 3 in 4
Prosumers (71%) believe good mental health requires
a slower pace of life.

To have good mental health, we need to adopt

a slower pace of life (% agreeing strongly/somewhat)

71% PROSUMERS

64% MAINSTREAM

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Mental Health and Brands
Consumer-facing brands have a dual role in addressing this silent pandemic:
as manufacturers, retailers, or service providers and as employers. The past decade has
seen a proliferation of corporate wellness offerings, and that intensified during the
first two years of COVID-19. Employers increasingly recognize that workers’ mental
well-being is a critical driver of engagement and productivity. Many employers also
appreciate that their wellness offerings—including flexible schedules—can give them
an edge in attracting and retaining top talent.

As shown above, 37% of Prosumers want to see their employers offer mental health
support, suggesting that such offerings not only have legitimacy but are increasingly
an expected part of benefits packages. In several countries—Australia, Brazil, Canada,
Colombia, Côte D’Ivoire, and South Africa—agreement on this statement exceeded 50%.
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ALL BRANDS HAVE CREDIBILITY IN THIS SPACE…
It makes sense that most people believe pharmaceutical brands have the credibility to talk to consumers about
mental health issues (though New Zealand and the U.S. remain the only countries where drugmakers can market
their prescription medications directly to consumers). “Permission” to engage on this topic extends much farther,
however, with sizeable proportions of Prosumers also stating that brands in industries ranging from beauty and
wellness to alcohol and fashion have a right to engage in this space. This comes back to the “village” approach to well-
being. Brands play an outsized role in people’s lives, and—just as we saw with consumer messaging at the start of
COVID-19—they’re expected to find ways to help in all sorts of crises.

In your opinion, which types of brands can talk about mental health issues?

Pharma companies Food brands Hospitality brands

66% 46% 35%

51% 35% 26%

Beauty and wellness brands Alcohol brands PROSUMERS

MAINSTREAM
55% 36%

40% 29%

Sports brands Fashion brands

51% 36%

37% 26%

In 2019, Burger King partnered In 2022, Heineken released Nike is among the employers that
with Mental Health America on a tongue-in-cheek campaign have gotten serious about employee
a campaign that played off their to promote life-work balance. well-being. In 2021, the company
“have it your way” slogan. The When customers used a specially instituted an annual “Well-Being
#FeelYourWay initiative stressed created Bluetooth-connected Week,” when global offices are
that it’s OK not to feel happy all the bottle opener (“The Closer”) to closed to allow workers to “relax
time. For one month, restaurants crack open a beer, it automatically and recharge.” Having everyone off
in select cities featured meals for put their laptop computer to sleep. work simultaneously makes it more
various moods: a Blue Meal, Yaaas likely that people’s time off won’t be
Meal, Pissed Meal, Salty Meal, and affected by emails, calls, and other
a DGAF Meal. The implied slam on work-related interruptions.
rival McDonald’s “Happy Meals”
did not go unnoticed.
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… BUT BEAUTY AND WELLNESS BRANDS ARE AHEAD OF THE CURVE
Scientific research has confirmed a clear link between that people who consider themselves attractive are
physical and mental health. Among other connections, less apt to suffer from declines in mental health.
feeling physically fit can lift a person’s mood and The question, of course, is whether physical beauty
increase their sense of confidence and well-being. protects against mental health issues or whether being
Beyond that, our study shows that the act of self- in a “good place” mentally contributes to one’s sense
care—and specifically, indulging in beauty and skincare of attractiveness. In either case, the door is open to
treatments—can lift people’s spirits. Interestingly, wellness-centered content from beauty brands.
significant segments of our sample also are convinced

Taking care of myself with beauty and People who find themselves attractive
skincare brands helps me feel better mentally have fewer mental health issues
(% agreeing strongly/somewhat) (% agreeing strongly/somewhat)

75% PROSUMERS 43% PROSUMERS

54% MAINSTREAM 38% MAINSTREAM

62% 40% 45% 23%

Gen Z Boomers Gen Z Boomers
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Younger generations should be educated destigmatize the topic and help sufferers identify their
about mental health by: Brands (sponsored issues and locate appropriate care. One sponsored
content) initiative is Maybelline Brave Talk, a program offering
90-minute training sessions to college students looking

36% PROSUMERS to support their peers during mental health crises.

A FINE LINE BETWEEN

ADVOCACY AND EXPLOITATION
25% MAINSTREAM Efforts to support mental health and well-being must be
authentic and sensitive to accusations of brandwashing.
Around half of Prosumers consider it inappropriate for
brands to use the topic of mental health to increase

28% 16% sales. This attitude is especially prevalent in France,

where 63% of Prosumers agreed with the statement.
As with any issue-oriented focus—be it LGBTQ+ rights,
sustainability, or something else—initiatives must be
intimately tied to brand values and actions.
Gen Z Boomers
It is inappropriate for a brand to use the
topic of mental health to sell products
(% agreeing strongly/somewhat)

Maybelline New York is one of the brands operating

in this space. In 2020, it pledged $10 million to mental 47% PROSUMERS
health organizations as part of its Brave Together
campaign, a long-term program to support sufferers of
anxiety and depression worldwide. Working alongside
mental health experts, the brand created tools to 52% MAINSTREAM
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IN A NUTSHELL
COVID-19 has altered our relationship with health, making
mental health both a social duty and a medical norm.

1. Mental health issues are 3. Two methods are

a symptom of a broader emerging to address
disease infecting modern this societal challenge:
society. Everyday economic medicalization (aiming
pressures, social alienation to find a pharmacological
(including loneliness), and treatment for every
a disconnect from nature emotional issue) and
are all major sources of meaningful lifestyle
our collective distress. change.

2. Youth are especially 4. Brands now possess

impacted by this issue and greater legitimacy to
find themselves trapped in address mental health
a destructive cycle in which issues and should use the
social media serves as both opportunity to educate,
remedy and culprit. raise awareness, and
contribute to solutions.

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About The survey sample was made up
Who Are
the Study of 17% leading-edge Prosumers Prosumers?
In the first quarter of 2023, Havas partnered Prosumers are today’s leading
with Market Probe International to survey influencers and market drivers. They
12,929 people ages 18+ in 30 markets: have been a focus of Havas studies
Africa bundle (Ivory Coast, Kenya, Nigeria), for two decades. Beyond their own
Argentina, Australia, Austria, Brazil, Canada, economic impact, Prosumers are
Chile, China, Colombia, Czech Republic, important because they influence the
Denmark, Finland, France, Germany, Greece, brand choices and consumption behaviors
India, Ireland, Italy, Japan, Mexico, the of others. What Prosumers are doing
Philippines, Saudi Arabia, Singapore, South and 83% mainstream consumers. today, mainstream consumers will likely
Africa, South Korea, Spain, Ukraine, the be doing 6 to 18 months from now.
United Arab Emirates, the United Kingdom,
and the United States.

Find out more about Prosumer Reports

https://dare.havas.com/posts/category/prosumer-reports/

Or contact Sebastien Houdusse,

Follow us on Twitter @prosumer_report Global Strategy Director,
at Sebastien.Houdusse@betc.com

Prosumer Reports is a series of thought Photos & Illustration courtesy of Unsplash:

leadership publications by Havas—part of
a global initiative to share information and In order of appearance: Meritt Thomas, whoislimos, Lynn Kintziger, Francisco Moreno, Nick Fewings
insights, including our own proprietary Ilona Frey, Mindspace Studio, Mike Erskine, John Bussell, Photos of Korea, Christophe Dutour,
research, across the Havas network of Chroki Chi, Daria Nepriakhina, Dustin Belt, Christopher Ott, Alex Shuper, Etactics inc, Greg Rosenke,
agencies and client companies. Havas is one of Getty Images, Logan Weaver, George Pagan III, Cheyenne Doig, Ian Taylor, Ben Rosett
the world’s largest global communications
groups, bringing together nearly 20,000
people in more than 100 countries. For more
information, visit havas.com or follow Havas
on Twitter (@havas).

VOLUME 46 | 2023