One in four Gen Z users say their mental health has deteriorated over the past three years. A discomfort that can be accentuated because of brands on social networks. 42% of companies do not take the mental health of young people into account when publishing on platforms.
The study carried out by Sortlist focused on the impact of social networks on the mental health of Generation Z. This study*, carried out among 600 people in six European countries (including Europe), aimed to understand attitudes young people from generation Z (16-24 years old) and companies vis-à-vis social networks, particularly from the perspective of mental health.
The findings reveal that 42% of businesses don’t consider mental health when posting on social media, and half of Gen Z users think brands that claim to support mental health are only doing so “for the sake of it.” form”. This perception is reinforced by the fact that almost a third of companies use the tactic of FOMO (Fear Of Missing Out) in their marketing.
Expectations towards brands
The study also highlighted a growing demand from Gen Z for authentic mental health consideration by brands. In fact, 60% of Generation Z expect brands to be sensitive to mental health issues, and would be willing to pay more for brands that truly support their mental health. Conversely, 54% of Z have chosen to boycott a brand because of its negative impact on mental health.
Mental health has become a major concern for Generation Z, with a quarter of respondents reporting a decline in their mental health over the past three years, a phenomenon that correlates with social media use. Despite growing awareness, more than a third of companies still neglect the potential psychological impact of their publications on social networks.
In an effort to address these concerns, 63% of European businesses have taken a proactive approach to avoid posting content that could negatively impact the well-being of their audience. However, there is strong demand for genuine consideration of mental health issues, as shown by the fact that 62% of Generation Z want comment moderation to filter out hate speech and bullying on social media platforms. social networks.
The study also reveals a disconnect between businesses and Gen Z’s mental health expectations on social media. Only 21% of companies have consulted mental health experts to improve their social media strategy, while 36% of Gen Z users would like companies to collaborate with these specialists for awareness campaigns.
29% of Generation Z users would like to see more diverse models in brand advertisements and yet 63% of companies only choose “the most beautiful models” for their campaigns.