&

MENTAL
HEALTH
IN THE
U.S.February 2022

PREPARED BY:
NATALIE CHEVALIER, Strategist,
natalie.chevalier@ogilvy.com
SIMONE PRATT, Strategy Director,
simone.pratt@ogilvy.com
SIDDHANTH SEQUEIRA, Associate,
siddhanth.sequeira@ogilvy.com
Report Background & Introduction 3

The State of Gen Z’s Mental Health 6

Care & Coping Mechanisms 10

Gen Z & the Healthcare System 14

A Resilient Future 19

Key Takeaways 22

TABLE OF
CONTENTS
REPORT
BACKGROUND &
INTRODUCTION
 1997
GEN Z HAS COME OF
AGE IN DARKNESS.
American Gen Z-ers’ core formative
experiences have been a consistent flow of
heavy news and cultural reckonings, all in
the middle of a rapidly evolving digital era:

- Global warming
- Mass shootings
- Police brutality
- Sexual violence / rape culture
- Student loan debt
- Social media
- America’s mental health crisis
- COVID-19 Pandemic

DESPITE IT ALL, WE
DISCOVERED THAT 4
GEN Z’S OPTIMISM
SHINES BRIGHT:

61%
are hopeful
about their
future.

82%
believe they are likely
to make as much or
more money than
their parents in their
lifetime.

Source: Ogilvy x Generation Lab Survey, April 2021 2021 4

HOPE THROUGH HEALTH,
HEALTH THROUGH HOPE
Our current understanding of health and Gen Z’s unique approach to it shows us that health
intersects with everything. Beyond its personal and day-to-day role, health is a vehicle for societal
progress and human understanding. Health is hope, and there is hope in health.

However, data shows us that Gen Z’s mental wellbeing is their most negatively impacted area of
health amid the COVID-19 pandemic. Understanding Gen Z’s mental health behavior and outlook
is more crucial than ever as we continue to navigate a rapidly changing cultural landscape, when so
much of what we know about health is being changed and challenged.

METHODOLOGY
2021 primary survey data:

• National Quantitative Survey, April 2021

• National Quantitative Survey, August 2021
• National Quantitative Survey, October 2021
• Open-Ended Qualitative Survey, November 2021

Quantitative surveys designed in partnership with The Generation Lab, distributed to a

demographically representative sample of youth (18+) in the United States.

5
THE STATE OF
GEN Z’S MENTAL
HEALTH
BY THE NUMBERS:
GEN Z’S MENTAL
HEALTH & OUTLOOK
With an overall greater openness towards, and prioritization of,
mental health, Gen Z expresses a need for more mental health
care in the immediate and long term.

COMPARED TO OTHER ASPECTS OF HEALTH , GEN Z’S MENTAL

WELLBEING REQUIRES THE MOST URGENT ATTENTION TODAY

70%
of Gen Z in the U.S.
say their mental
health needs the
most attention or
improvement right
now.
7

GEN Z’S OUTLOOK ON THEIR MENTAL WELLBEING FALLS BELOW AVERAGE

While Gen Z is hopeful

about their health overall,
mental health falls below
Gen Z’s average optimism
Avg (6.1)
score (6.1) — next to
financial health.

Financial health plays a

key role in Gen Z’s mental
health, with 81% of Gen Z-
ers reporting money to be
their #1 source of stress,
compared to only 64% of
adults overall (APA).

7
STIGMA HAS LED
TO REACTIVE IN THEIR

CONVERSATIONS
OWN
WORDS

& CARE
Gen Z’s interactions with mental wellbeing in childhood and adolescence bolsters the
urgency of their mental health needs today. With upbringings in environments where
mental health stigma was the norm, Gen Z frequently points to their first conversations
about mental health occurring in later years of adolescence and young adulthood — often
reactive to a personal experience with mental health challenges.

When was the first time you talked about

What were conversations around mental
your mental health or heard others talk
health like in the spaces you grew up in?
about mental health?

We didn't talk about it in church, and It was just over a year ago, pre-pandemic,
my school half-assed conversations 2019. My brother was having major issues
about mental health and didn't really do in school, and he was depressed, so my
anything to make it better. dad went with him to see a therapist. That
was the first time we had really done
— 18-year-old anything like that in my family.

— 22-year-old

There were not many conversations It was when my mom was diagnosed
surrounding it. It was taboo and with breast cancer in 2015 that my
something you did not discuss. It was parents started talking more about
viewed as a topic for weak minds. mental health and being open
regarding our mental wellbeing.
— 24-year-old
— 18-year-old

Mental health is neglected back home It was my senior year of college… I

(Dominican Republic) and a stigma is attended a leadership symposium, and
prevalent in the Latin American we had a lesson on vulnerability. It was
community. This led to me having a the first time I had ever vocalized
stigma about my own mental health feelings like the ones I realized I was
issues and denying them, until I came having.
to college.
— 22-year-old - 24-year-old
8
UNDERSTANDING
GEN Z’S MENTAL
HEALTH TRIGGERS
AND STRESSORS
Identifying and addressing Gen Z’s greatest stressors and tensions today will allow brands to make
long-term impact on Gen Z’s lifelong experiences with work, personal finance, and interpersonal
relationships. Consider how your organization can help Gen Z alleviate their greatest mental burdens.

GEN Z IS MOST STRESSED OUT OVER WORK/SCHOOL,

FINANCES, AND RELATIONSHIPS TODAY

87%
of Gen Z in the U.S.
say that
school/work
hinders their
mental health.

YET, THEY’RE OPTIMISTIC THESE STRESSORS

WILL IMPROVE OVER THEIR LIFETIME

61%
of Gen Z is hopeful
their occupational
stress will alleviate
over their lifetime. Avg (24%)

55%
42% think their
financial stress
will alleviate over
think their
their lifetime.
relationships
will improve
over their
lifetime.
9
CARE & COPING
MECHANISMS
STRESS
MANAGEMENT IN THEIR
OWN
WORDS
Huge proponents of self-care, Gen Z turns to mindfulness, leisure, and their
friendships when managing their day-to-day stress.

How do you manage stress or reset after being stressed?

My mindset is so important. I always tell myself that

I practice positivity and things will get better.
optimism and gratefulness. — 22-year-old
OPTIMISM — 23-year-old

I usually resort to video games I manage stress by

if I'm stressed. I play more working-out. When I get
creative games than FPS, overwhelmed, I go for a run,
because they are more and I run until I clear my PLAY
relaxing to me. head.
— 21-year-old — 24-year-old

I manage stress by I’ll debrief with my partner

leaning on my support or roommate or coworker
people to talk about it and about the situation and how
VULNERABILITY get out my feelings. I can best resolve it moving
— 23-year-old forward.
— 24-year-old

11
PREFERRED & EMERGING
METHODS OF MENTAL
HEALTH CARE
While Gen Z embraces self-care as their greatest proponent of mental
health, there is so much opportunity to introduce and capture Gen Z
consumers across other wellness categories in the long-term.

SELF-CARE IS
EVERYTHING TODAY
Self-care is overwhelmingly Gen Z’s #1
method for maintaining their mental
wellbeing, followed by mindfulness (34%).

80%
of Gen Z in the U.S. say
they currently use
“self-care” as a form of
mental health care.

GEN Z CONSUMERS ARE INTERESTED IN TRYING MORE

MINDFULNESS, THERAPY, AND MORE IN THE FUTURE
Despite not using certain forms of care now, Gen Z expresses interest in trying or doing a variety of
methods in the future, including therapy, mindfulness, massage, and mental health apps.

High-potential services for

Gen Z’s mental health care:

1. Mindfulness (50%)
2. Therapy (49%)
3. Massage or acupuncture (35%)
4. Mental health apps (26%)

12
HOW GEN Z DEFINES
“SELF CARE” IN THEIR
OWN
Self care looks different for everyone, but for Gen Z, it typically revolves around WORDS
relaxation, unplugging and spending time away from the noise, and infusing
moments of joy in the everyday.

How would you define self care?

RELAXING
It’s giving yourself time to
Doing what makes you feel
relax. I try to practice it, but
relaxed, happy, and in control
it’s hard. My favorite self-
of the situation, like relaxing
care is sleeping in fresh
baths or taking a nap in the
sheets, when they’re still
middle of a busy day.
warm from the dryer.
— 21-year-old
— 18-year-old

TIME
ALONE Doing something for
myself/by myself that is
Self-care to me is having time
something I want to do or
to re-energize myself.
does not include others’
Sometimes that’s time alone,
opinions. I like to take a bath,
time with family, a bath, a
face mask, get high, watch
run… it varies.
some tv in my bed with tea or
— 24-year-old
wine.
— 22-year-old

FINDING
JOY Activities that feed my soul. I
Self-care as doing
like to hangout with my dog
activities/making decisions
and partner and either go on a
that bring you joy and
long walk if I have energy or
happiness.
watch some tv.
— 24-year-old
— 23-year-old

13
GEN Z AND THE
HEALTHCARE
SYSTEM
TRUST IN CARE
PROVIDERS
Health care providers, wellness brands, and employers alike have an opportunity to
better connect and empathize with Gen Z by building relationships and care
mechanisms centered around listening, inclusion, and representation.

GEN Z’S RELATIONSHIPS WITH MENTAL HEALTH

CARE PROVIDERS NEED IMPROVEMENT
When it comes to mental health, Gen Z reports the least net satisfaction with their relationships
with healthcare providers. They also place a higher emphasis on long-term provider relationships
over convenience and immediate treatment like virtual care.

58%
of Gen Z in the U.S. say they
want more personal, long- 1
term relationships with 5
providers who understand
them — 16% higher than Gen
Z’s interest in immediate
treatment (42%).

BETTER SUPPORT AND

RESOURCES ARE ESPECIALLY
NEEDED FOR LGBTQ+ YOUTH

LGBTQ+ youth are 20% more likely than the total Gen Z
I’m population to say they are “not satisfied at all” with their
ability to control or improve their mental health.
still trying to find
Additionally, LGBTQ+ youth are 10% more likely to say
the right fit for they are not satisfied with their relationships with mental
therapy. healthcare providers.

— 23-year-old, gender fluid

15
BARRIERS
TO SEEKING, IN THEIR

RECEIVING CARE
OWN
WORDS

Gen Z’s self-identified barriers to care tend to land in two camps: 1) stigma related
to personal or community identity and 2) access & affordability.

IDENTITY & STIGMA

“Being a man, I feel embarrassed “As a Black man, culturally “I’m a fluid, Latina,
when I am struggling, and I find it I’m expected to not express woman. So it’s hard
difficult to reach out." my emotions outwardly, feeling accepted
— 22-year-old except for anger and everywhere.”
disdain.” — 23-year-old
— 23-year-old
“I second guess a lot of my mental “As a female,
issues, which may stem from being
“Being who I am sometimes I think that
female and never really being taken
means there can’t if I bring up a mental
as seriously by male figures (doctors,
be weaknesses.” health concern people
teachers, etc.).”
— 23-year-old will think that I am
— 18-year-old
overreacting.”
— 24-year-old
”Sometimes I feel like because I am “Society makes it seems like
stable and do not suffer from a man should just man up and
discrimination I should not be not talk about it but all that
suffering from anxiety/ depression.” does is bottle up a lot of
— 24-year-old stuff.”
— 24-year-old

ACCESSIBILITY
“I had tried to schedule some therapy “Seeing a provider or therapist “Being in a working-
sessions and have always found it for mental health requires much class household, I don't
falling through. Appointments would more than a quick visit, it think we had the time
take two months minimum and by the requires a referral, a lot of nor money to talk to a
time an availability came around, the money, and other loops to jump professional about our
time didn’t work for me or I was through. For someone without mental wellbeing. Your
feeling better mentally.” health insurance and a primary bills don't really stop
— 24-year-old care provider, it is not readily when you're having a
available to seek care for mental bad time, so it's hard to
“It’s hard to find a therapist that health needs.” give yourself a break
relates to me and I’m comfortable — 23-year-old when you can just make
talking to about issues around ends meet.”
race and sexuality.” “Finding resources that are — 22-year-old
— 23-year-old affordable or free to take care of
mental health are a barrier.”
— 24-year-old
16
NON-INSTITUTIONALIZED
TREATMENT METHODS
While alternative methods for mental health care aren’t widely embraced by
Gen Z today, this generation will lead the charge in normalizing CBD and
marijuana care methods as they continue to age.

GEN Z EXPRESSES LOW TRUST IN CBD, MARIJUANA, AND

PSYCHEDELICS AS VALID TREATMENTS FOR MENTAL HEALTH TODAY
(Scale: 1-5)

1
YET, THEY HAVE HIGH CONFIDENCE THAT CBD AND MARIJUANA 7
WILL BECOME WIDELY ACCEPTED WITHIN THEIR LIFETIME

Gen Z remains unsure about psychedelics as a future treatment method, but they’re confident that
CBD and marijuana will become more normalized in mental health care.

(Scale: 1-5)

I think more research is needed on the effects of psychedelics

on long term mental health. But for the rest [CBD and
marijuana], I think they already have started to become more
accepted and will continue to do so.
— 23-year-old

17
FLUIDITY IN
MEDICINE IN THEIR
OWN
WORDS
As the most diverse generation yet, Gen Z embraces a much more
fluid (meaning polycultural, inclusive) approach to mental health care
and treatment methods, not only with a greater openness to non-
institutionalized approaches, but in their definition of “care” entirely.

Do you think non-institutionalized methods of mental health

care (such as marijuana, CBD, psychedelics, healing circles)
will be more widely accepted as healthcare methods within
your lifetime? Why or why not?

There’s more than one way to do medicine.

— 24-year-old

I think our generation has proved to be more open to

previously unconventional methods of support and
non-judgmental in the need to receive support.
— 23-year-old

I strongly believe in CBD and specific treatments of

marijuana. I also really enjoy taking ashawaganda. I am
open to any non-institutionalized methods. I think as time
goes on these things will be more widely accepted as
studies continue to prove that these things really do help.
— 22-year-old

I just know that people are going to try things outside of

traditional health care (because of the cost) in order to feel
better. I would rather drugs be available so that they can be
tested and safe for use, instead of just hoping for the best.
— 22-year-old

Not every mental health issue needs a pill. Pills are

more so of a last resort to help someone in my view,
and if any of the following can help them, in a safe
way, before resorting to pills, then I think its
worthwhile.
— 18-year-old

18
A RESILIENT
FUTURE
RESILIENCE TODAY
PAINTS A HOPEFUL
FUTURE
Gen Z’s bright optimism for the future is largely driven by their mental resilience in the
present — that is, their ability to cope with and overcome trauma and adversity at the
individual, community, and cultural level.

GEN Z IS CONFIDENT IN THEIR ABILITY TO OVERCOME

TRAUMA OR ADVERSITY TODAY — AND TOMORROW.
(Scale: 1-5)

(Scale: 1-5)

THEY HAVE HOPE FOR THE FUTURE OF

THEIR MENTAL HEALTH

20
GEN Z’S
EXPECTATIONS IN THEIR

AND CALLS FOR

OWN
WORDS

CHANGE
Gen Z doesn’t just care about mental health empathy and investment at a personal
level — they expect it from peers, brands, employers, and cultural leaders.

What would you like to see changed in the current way we talk about mental health?

People seem to be comfortable with preaching

GENUINE ALLYSHIP about how you should take care of your mental
OVER PERFORMATIVE health but then burden students and employees
ACTIONS with a workload beyond their capacity. I’d love
more actionable conversations about what 2
organizations are doing to support individuals 1
rather than just saying ‘don’t forget self-care!’
— 23-year-old

Normalizing the universality of [mental health] is

NORMALIZE THE key. Until we can begin to use language that truly
CONVERSATION shows how mental health affects all and is
something to be worked on consistently, the
barriers to seeking help when needed persist.
— 21-year-old

I would like health care professionals to be more

CONSIDER FLUID open to other options to help mental health issues.
SOLUTIONS — 22-year-old

The solution is different for everyone. There’s no

perfect formula. Nobody’s issues should be
grouped in with somebody else’s.
— 23-year-old
21
KEY
TAKEAWAYS
HOW SHOULD
BRANDS ACT?
As brands to adapt and respond to Gen Z’s ever-changing realities and space in
the world, their mental health needs and concerns, we must create a culture of
belonging rather than just react to it. Here are 5 tangible actions brands and
employers can embrace to be allies and conveners of the next generation’s
mental wellbeing:

1. Inspire Gen Z’s optimism and hope when painting a vision of your
organization’s future. What role can your brand play in solving Gen Z’s
cultural tensions and shaping the world they want to create?

2. Create pathways that clearly, actively listen to Gen Z’s challenges and
needs. Demonstrate empathy and take Gen Z’s perspectives to heart
when creating solutions.

3. Act proactively in meeting Gen Z-ers where they are in their mental
health journeys and tangibly responding to what they need. Put words
into actions to earn their trust.

4. Speak to Gen Z and their mental health in ways that genuinely align with
your company’s purpose. How does your brand need to evolve or change
to create space for the next generation’s openness and fluidity?

5. Invest in platforms, touchpoints, and organizational behavior that

normalizes mental health as a priority. Consider ways in which your brand
or company culture can add genuine value to Gen Z’s care and wellbeing
in their day-to-day.

23
ABOUT THE AUTHORS

Natalie is a brand planner with experience Natalie started at Ogilvy as a member of the
supporting a variety of clients in CPG, health, 2019-2020 Associates Class.
and B2B, including Pernod Ricard, Sargento
Foods, the Centers for Disease Control and Outside of her day-to-day role, she enjoys
Prevention, and the Bill and Melinda Gates facilitating events for Ogilvy’s Women’s
Foundation. Leadership Professional Network, mentoring
students, and serving as an equity, inclusion,
NATALIE With a background in digital strategy and her and belonging consultant in her hometown
CHEVALIER passion for youth and polycultural audiences, community.
- Natalie helps clients uncover insights and
Strategist strategic directions that translate to bold
positionings and creative campaigns.

Simone Pratt is a Brand Strategist with over 2 Uniworld, SpikeDDB, GlobalHue servicing
decades of experience, specializing in brand Pfizer, HUMIRA, Walmart, Ford, Chrysler and
storytelling by uncovering deep consumer- Verizon accounts.
centric insights, and pairing them with a
comprehensive understanding of culture and At Ogilvy DC, Simone serves as a Brand
market trends in order to create simple, creative Strategy Director having worked on USAID,
strategic solutions to complex business Tata Consulting Services, USDA Rural
SIMONE problems across traditional and digital Development and Poland Springs
PRATT platforms. accounts. She is currently the DEI Strategy
- Director for FEMA CERC.
Strategy An Effie Award winning Strategist, she’s been
Director the voice of the consumer at GreyNY, Saatchi From Long Island NY by way of Connecticut,
Wellness, Campbell Ewald, at McCann in the Simone currently resides in Brooklyn, NY with
DEI space and multicultural agencies her husband and teen and tween sons.

Siddhanth Sequeira is an Associate at Ogilvy As a recent graduate from Brown University,

working on the Business Development team in Siddhanth’s interests and expertise fall between
DC. the intersections of social justice and the
creative arts. He is a strong proponent in using
After 6 months at Ogilvy, Siddhanth has been art, whether it’s creative writing, visual art or
able to engage with a wide variety of disciplines music as a means of driving social change.
from new business pitches, to brand planning,
SIDDHANTH to creative strategy amongst others.
SEQUEIRA
-
Associate
OGILVY
For business inquiries please
reach out to Siddhanth Sequeira
siddhanth.sequeira@ogilvy.com

Ogilvy.com

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