New York, NY – July 15, 2024 – Hearst Magazines, in partnership with the Ad Council Research Institute (ACRI), today announced the findings of “Time to Talk,” a first of its kind comprehensive study on mental health in the commercial space. The research, which includes qualitative interviews and a survey of more than 4,000 consumers, was designed to help brand marketers better understand how to effectively communicate about mental health. The announcement was made by Global Chief Revenue Officer Lisa Ryan Howard and Lead Researcher and Managing Director of the Ad Council Research Institute Derrick Feldmann.

"Our partnership with the Ad Council Research Institute comes at a critical time as brand marketers increasingly understand the importance of addressing mental health in their messaging,” Howard said. “One in five U.S. adults experience mental illness each year and yet less than half receive treatment. We, as an industry, need to help normalize and encourage conversations early about how we are feeling and with this study, we found that to do that effectively, authenticity and practicality are key.”

Nearly two-thirds of respondents overall said that when a company shares a message about mental health, they perceive it as positive. A selection of findings from the study include:

• Consumers want to see that a brand is serious about mental health and expect to see that commitment incorporated in a company’s values, including their benefits.
• Younger generations have the most positive view of brands talking about mental health. (Gen Z 68%, Millennials 70%, Gen X 60%, Boomers 51%.
• Brands can talk about every part of the mental health journey, but respondents preferred engaging in prevention messaging.
• Messaging from brands should be encouraging and informative, emphasize that support is available, be inclusive and diverse, and delivered by trusted experts.
• Brands should not downplay the importance of seeking help and should not try to sell a product or service within the context of their mental health messaging.
• Brands should provide mental health support specifics, including information for local resources, including guides for finding the right therapist or doctor.

Feldmann said: "Mental health issues affect millions of people, often times starting from a young age. Our findings offer key insights and a toolkit for brands on how to approach mental health messaging, whether it's through ad vertising campaigns, direct marketing, social media posts, thought leadership, or communications around topical moments. By following these guidelines, brands can play a pivotal role in supporting mental health and promoting positive outcomes."

The full findings will be shared on Tuesday, June 16 at The Mind Lab event at Hearst Tower in New York City, where the Ad Council Research Institute will present the study in detail together with editorial leaders from brands across Hearst Magazines’ portfolio, including Good Housekeeping, Men's Health, Oprah Daily and Women's Health. Attendees will have the opportunity to download and review the complete study.

The Mind Lab event will include one-on-one conversations with host, content creator & comedian Tefi Pessoa, and retired professional athlete, creative consultant and producer, entrepreneur Ashlyn Harris moderated by editors-in-chief from Cosmopolitan and Women’s Health, Jess Giles and Liz Plosser. These discussions will highlight the importance of efforts to normalize mental health, including the “Love, Your Mind” campaign from Huntsman Mental Health Institute and the Ad Council.”

For more information and to tune in virtually for the event, please visit https://themindlab.rsvpify.com/

About Hearst Magazines
Hearst Magazines, the world’s largest lifestyle publisher, inspires and entertains audiences across all media platforms with a portfolio of over 50 powerful brands worldwide. Hearst Magazines’ print and digital assets reach more than 300 million readers and site visitors each month across the U.S. and the company’s seven owned and operated businesses, five joint ventures and 46 license partners across 47 countries.

About the Ad Council and Ad Council on Research Institute (ACRI)
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change around the most pressing issues in America. Since the non-profit’s founding, the organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more. With a current focus on mental health, gun safety, the opioid epidemic, skill-based hiring and other critical issues, the Ad Council’s national campaigns encompass advertising and media content, ground game and community efforts, trusted messenger and influencer engagement, and employer programs, among other innovative strategies to move the needle on the most important issues of the day. To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram, LinkedIn and Twitter and view campaign creative on YouTube.

The Ad Council Research Institute (ACRI) leverages the Ad Council’s insight-driven approach to examine some of the most important social issues of our time. Building upon years of research expertise, ACRI works with brand, corporate and nonprofit partners and clients to conduct research to gain a deeper understanding of the public’s perceptions, attitudes and willingness to act on social issues; develop and test messaging and narratives for social good campaigns; help build knowledge on the role influencers or trusted messengers can play to move the public to act; and identify key performance indicators for communications initiatives and the tools through which to measure, assess and optimize them over time. Learn more about ACRI and our 2024 research agenda here.