Conversations around mental health have significantly evolved over the last decade. Rather than the ‘stiff upper lip’ approach that was the norm in years past, mental and emotional health is now a topic that is widely discussed among friends, colleagues and family, and this open approach has been particularly championed by younger people who fall into the ‘Gen Z’ category. An umbrella term to cover those born between the years 1997 and 2012, this generation is reaching an age where they are not only firmly entering the workplace, but beginning to influence the trajectory of, and guide conversations around, social issues more generally. Mental health and wellbeing are two key topics where their influence is being keenly felt.
“We are all different, and the type, level and timing of treatment and support should reflect this in order for everyone to live their best lives.”
With growing understanding has come a recognition of the importance of being proactive about mental health, rather than reactive, and with the continued progress of technology and the increasing rise of online connectivity, many individuals are taking those proactive measures into their own hands. Digital apps like Headspace and Calm, which provide techniques and support for managing mental health, have become must-haves for many, with Headspace hitting 100 million customers in 2024 and Calm reaching a valuation of $2 billion. Against the backdrop of a global pandemic that had many seeking support in a time of instability, apps that were sources of knowledge, and could be accessed by simply reaching into your pocket, became crucial tools for maintaining good mental health.
This desire for mental health wellbeing, and the increasingly prevalent language around self-care, which became particularly prominent during Covid-19, has now filtered through to the workplace, with HR leaders more aware than ever of the need to take a proactive approach to employee wellbeing. Simply offering an employee a set amount of therapy sessions to address their mental wellbeing when they’re already suffering from burnout with no prior action – as an example – no longer cuts the mustard, as, according to a Labour Force Survey, 1.7 million workers reported suffering from work-related ill health (new or long standing) in 2023/24 due to stress, depression or anxiety.
“Moving away from the old school style of impersonal, institutionalised, services has become the norm, with companies innovating digital-first and more personalised ways to support people.”
But change is happening in the workplace. In a 2023 survey by Vitality, it found that 57% of businesses introduced access to mental health resources post-Covid. Further to creating a better environment for employees, a study by Warwick Business School found that a proactive approach to employee wellbeing makes sense as an essential part of management strategy. Rather than simply waiting for a time of crisis, employers are now tailoring their support to the needs of the individual employee. To highlight the rising prioritisation of emotional wellbeing in the workplace, consulting firm Mercer, places emotional wellbeing as one of its five main areas of wellness.
And companies are not left to create solutions themselves; there are consultancies out there to help support them in growing their mental wellbeing initiatives. For example, tech consultancy business auticon’s tagline is ‘Making neurodiversity work at work’. The premise is that it delivers expert guidance and IT solutions through its neurodivergent talent, and partners with clients who are looking to create a neurodiverse workplace. It is the largest majority-autistic company in the world and is proof that there are benefits to tailoring support to individuals rather than relying on a one-size-fits-all solution.
“With the continued progress of technology and the increasing rise of online connectivity, many individuals are taking those proactive measures into their own hands.”
Further to this, there are companies that specifically specialise in mental health services. Moving away from the old school style of impersonal, institutionalised, services has become the norm, with companies innovating digital-first and more personalised ways to support people who are looking to access services to improve or maintain their mental health.
One such company is Healios, which has its own platform that works with both individual customers and in partnership with the NHS to support children and young people in accessing autism, ADHD and mental health services. Founded in 2013, its mission was to transform mental healthcare by emphasising the importance of including a support network in treatment and ensuring that treatment was accessible after recognising gaps in the existing support systems. Liz Perry, CEO of Healios, tells me more: “Society’s approach to wellbeing, mental health services and ongoing treatment is changing rapidly, and this has been evident in the last 18 months. As a provider, it is important to listen to society and adapt our service to reflect these societal changes and needs and this is one of the reasons why we have moved away from just being an assessment service and widened into a ‘needs-led’ approach.
“We are all different, and the type, level and timing of treatment and support should reflect this in order for everyone to live their best lives.”
Something visually noticeable about Healios is how its branding differs from the clinical, pharmacy-like designs which were once so prominent for mental health services, and other similar platforms like Kooth and ProblemShared, have taken a similarly accessible approach. In Healios’ case, the font is sans-serif and clean, the graphics colourful, and the logo is a heart-like figure created by two people embracing. Liz tells me: “Our branding is deliberate and, for me, reflects the warmth, nurture, care and kindness that is embedded deeply in Healios clinicians. They are the heartbeat of our brand internally and externally.
“Our language internally is no different – we live and breathe the service we provide.”
ProblemShared is on the same wavelength. A digital marketplace which offers online therapy sessions and provides high quality care for individuals and institutions seeking mental healthcare services or neurodevelopment assessments and support, it’s all about convenience and access, and, fundamentally, is a safe space for people in need to seek help. It’s branding reflects the messaging; the colours chosen are yellows, oranges and beiges, a far cry from the stark whites, greens, reds and clinical blues that used to be common practice. Approachable animations, minimal sharp edges and corners, and a friendly typeface all feed into the brand’s message that it is offering a non-judgemental space for those seeking support – a clear shift away from a long history of stigma around mental health.
Mobile app, MindLabs, also veers away from the clinical route but has taken a different approach to ProblemShared, Kooth and Healios. The brand itself is tech-focused, having developed a wearable halo that monitors brainwaves, heart and respiration rate, and tension in muscles alongside providing deep-breathing, mindfulness and meditation classes, workouts, and world-class therapists. To match, its branding feels like something that would appeal to a Gen Z audience, with a tech-y design that is reminiscent of a brand like Spotify or Netflix. It’s cool, slightly futuristic but also approachable, and works equally well as ProblemShared and Healios in promoting a de-stigmatised vision of mental health and wellbeing.
“As a provider, it is important to listen to society and adapt our service to reflect these societal changes and needs.”
But what will the future of mental health provision look like going forward? Liz tells me: “Employers and companies will naturally move into providing more extensive access to support and treatments for their employees and families throughout their employment lifecycle.
“A well supported employee who is able to access treatments when needed, whether that be anxiety or trauma, for example, is an employee whose quality of life is improved both inside and outside of the workplace.”
As future generations become more open and continue to prioritise their mental and emotional wellbeing, it makes sense for both employers and mental health service providers to continue to follow this lead. The move away from clinical branding, and towards being proactive rather than reactive, has highlighted a shift in the way that people think about and acknowledge their own mental health. There is an optimism here; the sector is innovating and evolving to match the needs of an ever-changing and ever-more-connected population, and it looks set to continue to do so.
