While the strengthening momentum around the mental health narrative is worthy of applause, the pressure of managing societal expectations is taking a toll on the emotional and social well-being of the younger lot. Whether it is the GenZ or millennials, everybody is battling constant stressors that are affecting their healing journeys.
On Mental Health day, ITC Fiama, in collaboration with NielsenIQ, released its second consecutive mental well-being study. The survey, designed to ascertain the causes of stress with the changing lifestyle of youth in India, revealed that work is the biggest cause of stress for millennials. For GenZ, relationships and breakups are the single largest source of stress.
In a dynamic world where hybrid work culture has made a place for itself, millennials are struggling to set strong boundaries at work, and as a result, work-life balance has gone for a toss. GenZ, on the other hand, is not being able to shine at work due to poor mental health.
In a world of instant gratification, even the perceptions towards relationships have changed, which has also taken a toll on the mental well-being of the GenZ. Different relational patterns like ghosting, breadcrumbing etc. have affected them. It is vital that healing is not viewed in isolation, but more from the viewpoint of a community.
In the present day, social media has become a boon and bane. While it offers ample resources to encourage individuals to work on their mental wellbeing, the barrage of information can also affect their state of mind.
The survey findings also looked at some cities in India to understand the stressors faced by audiences and what are the key causes of concern on their state of mental health.
The survey findings indicate that work, relationships and social media are the key factors that cause stress in India.
It is interesting to note that despite the varied causes of stress and increasing anxiety, only 33% of GenZs are willing to seek immediate professional help if they have mental health issues. Young adults are exploring alternatives to de-stress – 43% turn to music to calm their nerves.
For millennials, yoga, meditation as well as spending time with loved ones are some of the leading options to calm themselves, while social media has turned out to be a leading de-stressor for homemakers who seek content that helps them destress.
One can rely on external recreational activities and resources to help them cope with their situation. But to understand what is triggering a stress reaction at the core, it is essential to seek help so that one can calm their state of mind in a controlled environment, and also develop a healthier coping mechanism.
Commenting on the survey Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited, said, “ITC Fiama is committed to making mental health and well-being a proactive conversation in India. The Fiama Mental Wellbeing Survey is a part of the brand initiative of ‘Feel good with Fiama’, which continues to identify vulnerabilities that cause stress and anxiety in everyday life. Further, the initiative helps foster more conversations and find avenues which can help young adults relieve stress. In collaboration with the Minds Foundation, ITC Fiama helps provide active therapy through its first virtual clinic for mental wellbeing.”
In addition to the survey, this World Mental Health Day, ITC Fiama under the ‘Feel Good with Fiama’ campaign, has immersed its communication outreach in pop culture with a unique meme video series to help mitigate the stigma of mental health and therapy. Memes have continued to be a constant in the fast-paced dynamic lifestyle of young adults and have often served as a powerful way to cope with stress.
ITC Fiama’s campaign aims to reach the digital savvy GenZ, through the existing meme culture and motivate them to have constructive conversations on their mental health. While today’s digital ecosystem has turned serious conversations to light hearted memes, ITC Fiama turns classic and legendary memes into real life situations, where protagonists encourage everybody to understand the need for mental wellbeing and have a guided session to navigate through the mind-map of emotions.
In a world that is constantly shifting, moving and changing, it is essential that people are able to cope with such changes in a healthy way and with a deeper perspective. Good mental health is extremely vital for anyone to be able to function in different parts of their life. This Mental Health Day, take a step towards healing and expand the conversation around this very vital subject.
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*The ITC Fiama Mental Wellbeing Survey 2022 was conducted with 870 men and women between the ages of 16-45 years across Delhi, Mumbai, Kolkata and Bangalore. The survey was conducted by NeilsenIQ in September 2022.
Disclaimer: This article has been produced on behalf of ITC Limited by Times Internet’s Spotlight team.