Time for an improvisational twist in this month’s newsletter! These brands are using their creative talents and platforms to fight the stigma of mental illness, and advocate for our emotional and mental well-being. From Rare Beauty’s commitment to self-acceptance to Madhappy’s dedication to mental health awareness and Headspace’s innovative mindfulness tools, these brands are taking center stage to foster a more supportive and mentally healthy future.
Here’s how these 3 brands are championing mental health…
Rare Beauty is not just about cosmetics; it’s amplifying the importance of self-acceptance in today’s world. Founded by Selena Gomez (who’s personal struggles with bipolar disorder have been under the societal microscope), the brand has been an advocate for mental health since its inception in 2020. Through the Rare Impact Fund, the brand has made meaningful contributions including a standing 1% allocation of sales to support mental health advocacy, distributing grants to support organizations like McLean Hospital and Didi Hirsch, creating awareness around youth suicide prevention and mental well-being for young adults. For World Mental Health Day today, the brand partnered with Sephora to donate 100% of all Rare Beauty sales to the Fund as well.
Yes, & tip:
Frequently, companies donate funds to a variety of causes – a noble action, but it doesn’t help customers associate that brand with one compelling cause or mission. Instead, consider over-committing to one area of impact where your brand will affect change and project that cause in your content, initiatives, campaigns, messaging, brand name, etc. Everywhere and anywhere your brand is, search for opportunities to actually show you’re dedicated to the cause.
Nothing celebrates the shared human experience like putting it all out there on a hoodie. Since its launch in 2017, Madhappy has been on a mission to rewrite the narrative in the fashion industry, shunning toxic exclusivity and embracing an ethos of positivity and community. Their initiatives speak volumes about their commitment to mental health awareness. The Madhappy Podcast shines a light on the full spectrum of mental health, inviting candid conversations about both the highs and lows of our emotional journeys. The Madhappy Foundation, a 501(c)(3) non-profit organization, dedicates 1% of proceeds from every sale to fund mental health awareness campaigns, research, and the broader mental health movement. Their quarterly publication, Local Optimist, fosters a sense of community and mindful dialogue. Along with their cozy loungewear, the brand sells Madhappy Journals designed to help individuals explore and express their emotions through daily templates and exercises.
Yes, & tip:
In a world where fashion can often be superficial, Madhappy stands for hope, using its platform to uplift and educate with mindful initiatives. The brand is serving an emotional need (positivity and self-acceptance) where their product is serving a practical need (clothing). Determine how your industry is currently falling short of meeting customers emotionally and explore if there’s opportunity for your brand to fill the gap.
With a tagline that resonates deeply – ‘Be kind to your mind’ – Headspace sends a powerful message that mental health is a universal concern, accessible to everyone regardless of their background. What sets Headspace apart is its unwavering commitment to science-backed meditation and mindfulness tools that empower individuals to cultivate life-changing habits in support of their mental health. The brand’s dedication to mental wellness extends even to the youngest minds, through their new animated series, ‘The Mindful Adventures of Unicorn Island,’ an educational resource for kids learning to regulate their emotions. The ‘Headspace for Work’ program takes their mission to the corporate level, partnering with companies to provide comprehensive mental health benefits to employees on an enterprise scale.
Yes, & tip:
Rather than slightly adapting their product with a kid-focused meditation on the app (currently targeted to adults), which any parent will tell you is a fool’s errand, the brand started by asking what would serve this new audience and produced a new (and free) offering – an animated series made for children – which also served as a resource for their core audience. When creating new products for a new audience, start by asking what the new audience needs, then back that into your brand or product offering rather than the inverse.
Could your brand use more mindful and creative improvisation to help you out-think your competitors? Work with DENTR.