‘We’ve all been spending a lot of time alone from the pandemic’: Why Merrell is addressing mental health in its marketing

Now some manufacturers are additionally instantly addressing psychological well being in advertising and marketing initiatives, encouraging prospects to hunt out assist or take time for themselves to handle their psychological well being wants.

Footwear model Merrell is without doubt one of the manufacturers to take action. The corporate’s newest advertising and marketing initiative, “Discuss and Stroll” by Havas, goals to handle the loneliness individuals might really feel as a result of pandemic and encourages customers to get outdoors, go for walks and, ought to they want it, name a hotline the place one of many firm’s outside reps are prepared to help callers in any method they may want, together with guided meditation, outside motivation, and even easy humor.

“Proper now, we’re in a time the place loneliness [is prominent,]” mentioned Jenny Bernseen, model fairness advertising and marketing supervisor at Merrell. “We’ve all been spending a variety of time alone from the pandemic. The hotline is encouraging people to get outdoors. It’s additionally introducing them to our model.” 

Merrell isn’t alone in addressing psychological well being in promoting and advertising and marketing efforts not too long ago, a bunch that additionally contains manufacturers like Revlon and Jansport. Since creating the hotline in early June, Merrell has taken over 100 telephone calls from customers; the model has 9 reps on the hotline always on standby to take requires the hotline.

As a part of its efforts to help staff’ psychological well being, Merrell commissioned Pollfish to conduct a survey of 1,000 People ages 18 to 44 for his or her ideas on the outside. The research revealed that 62% of respondents most well-liked to stroll in nature as their favourite type of train. “We discovered that one in ten of folks that had been taking walks had been unaware of the psychological and bodily advantages,” mentioned Bernseen. “Combining happening a stroll with speaking to somebody is an excellent technique of maintaining your mind wholesome within the brief time period in addition to in the long term.”

It’s unclear how a lot Merrell has spent on the precise initiative as the corporate didn’t instantly reply to a request for remark. Nonetheless, as beforehand reported by Digiday, Merrell plans to extend video promoting spend this yr to higher attain its audience and enhance model consciousness. And Merrell used Instagram as its major social media platform for advert spending, the place its audience engaged most with this marketing campaign.

Addressing psychological well being with advertising and marketing hasn’t been the norm and is usually a difficult steadiness for manufacturers. “Psychological well being is a ‘model’ of well being that hasn’t had a lot funding, so it’s good to see firms addressing it,” mentioned Mat Zucker, senior accomplice, co-head of selling and gross sales at strategic consultancy company Prophet. “However to have an effect, manufacturers want to verify their discussions about psychological well being are related to their very own worth proposition and story or aligned with a reputable group within the house.”

Bernseen believes addressing psychological well being will probably develop into a warmer matter for entrepreneurs as a result of pandemic. “I don’t see it going away. And I do see the dialog persevering with throughout manufacturers and throughout industries over the subsequent a number of years.” 

Other than the hotline to encourage customers to get outdoors and join with individuals, Merrell has not too long ago opened a brand new workplace that permits staff to work each indoors and outside.

“It actually permits us to dwell the model,” mentioned Bernseen. “We now have mountaineering trails on web site. Merrell has completed quite a bit to encourage our staff to concentrate on psychological well being and permit us straightforward methods to do this within the workplace.”  

Bernseen continued: “And due to the pandemic, we’ve additionally taken a very versatile method to what the workplace atmosphere seems like. We’re actually utilizing it as a device for collaboration, however permitting individuals the flexibleness to maintain their households, maintain their psychological well being, and do what’s finest for them from a piece perspective.”

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