FROM NICHE TO MAINSTREAM:

PSYCHOLOGY & MENTAL HEALTH

Group 1: Maria Baptista, Alaia Garmendia, Kepa Irizar & Unai Páramo
In the last decades, the conversation around mental health has shifted from being a niche concern to a mainstream
consumer priority (see figure 1). As awareness grows, mental health is no longer confined to medical discussions but is
actively shaping industries such as technology, beauty, entertainment, and corporate wellness. According to the World
Health Organization (2022), “good mental health is fundamental to overall health and well-being,” a belief that is now
deeply embedded in consumer behavior. This shift can be understood through Maslow’s Hierarchy of Needs (1943), as
mental well-being aligns with the esteem and self-actualization levels, where individuals seek confidence, emotional
stability, and personal growth (see figure 2). As a result, brands that incorporate mental wellness into their products,
services, and messaging—whether through digital therapy platforms, mindfulness-driven marketing, or corporate mental
health initiatives—are increasingly resonating with modern consumers and adapting to meet their evolving expectations.

Figure 1. Google trends, mental well-being searches in the last 20 years. Figure 2. (Maslow´s Hierarchy of needs by Pichêre and Cadiat on Simply
Psychology)
1. Increased demand for mental wellness apps & digital therapy.

The rise of mental health awareness has driven demand for digital solutions. Apps like
Headspace, Calm, and BetterHelp have become household names, offering
meditation, guided therapy, and self-help tools (see figures 3). Research by Statista
(2023) shows that the global mental wellness app market is expected to reach $17.5
billion by 2030. As psychologist Jean Twenge (2019) notes, “young adults are
increasingly seeking digital mental health solutions as a response to rising stress and
anxiety levels.”
Figure 3. Headspace, a digital mental health solution.

2. Growth of mental health-driven consumer products.

Self-care has become a key marketing strategy across industries, from skincare to
beverages. Brands like The Ordinary and Lush promote self-care as a way to improve
mental well-being (see figure 4), while the functional beverage industry, led by
companies like Kin Euphorics, markets drinks designed to enhance mood. According
to a McKinsey report (2021), “self-care has evolved from a luxury to a necessity, with
consumers expecting brands to support their emotional well-being.”
Figure 4. Lush promoting a self-care routine in Youtube.
3. Social Media’s Role in Shaping Mental Health Narratives.

Platforms like TikTok and Instagram have become major sources of mental health education (see figures 5 and 6). Influencers,
therapists, and advocacy accounts share content that helps normalize therapy and mental health discussions, making these topics
more accessible to a wider audience. Many people find comfort in seeing others share their struggles, realizing they’re not alone (see
figure 7). However, concerns over misinformation and self-diagnosis have also emerged, sometimes leading consumers to
misinterpret their own symptoms. A study by Choukas-Bradley et al. (2021) found that “while social media has the potential to spread
mental health awareness, it also facilitates the rapid spread of inaccurate psychological information.” This raises important questions
about how to balance accessibility with accuracy in online mental health conversations.

Figure 5. “Mental well-being comes first on TikTok” (TikTok, 2022). Figure 6. Intagram´s #mentalhealthawareness posts. Figure 7. Example of a mental health awareness post on
TikTok @romitchell.
 4. Workplace Well-being Initiatives.

Companies are integrating mental health programs into their corporate culture,
responding to employees’ expectations for better work-life balance. Major firms
like Google and Microsoft offer mental health support, flexible work policies,
and access to wellness programs (see figures 8). According to Deloitte’s 2022
Mental Health at Work report, “organizations that prioritize employee mental
health see higher productivity, reduced absenteeism, and improved job
Figure 8. Example of Microsoft providing information about
satisfaction.”
work-life balance and employee wellbeing.

5. Shift in Entertainment & Media.

Films, TV shows, and books increasingly address mental health, helping to

normalize conversations and reduce stigma. Euphoria powerfully portrays
struggles like addiction, depression, and trauma, particularly through Rue
Bennett, a teenager battling substance abuse while navigating grief and
relationships (see figures 9). Through raw storytelling and intense visuals,
Euphoria resonates with audiences by offering an honest, empathetic look at
Figure 9. Rue Bennett, protagonist of “Euphoria”
mental illness. Media scholar Karen Dill-Shackleford (2020) suggests that such
portrayals help viewers process their emotions and feel less alone.
BENEFITS ANDS RISKS FOR CONSUMERS

The Improvement of Mental Well-Being is the most highlighted benefit for consumers. Having
access to mental health services like counseling and therapy helps people better handle stress,
anxiety, and other mental health issues, which improves their quality of life.

Secondly that mental health Enhances with Workplace Productivity. Workers who receive mental
health assistance are more likely to be more involved and effective. Businesses that place a high
priority on mental health foster work cultures where people can thrive, which lowers burnout and
boosts productivity (Keller, 2023).

Lastly, those two concepts when coming together help to Stronger Personal Relationships. Better
mental health promotes emotional intelligence and improved communication, which fortifies
interpersonal and professional ties.

In short, the current trend of consumers and brands valuing more than just the product is reflected
in the movement in customer behavior toward prioritizing mental health, covered under
Sustainability & CSR.
RISKS FOR CONSUMERS

The fist risk for consumers is the Over-Commercialization we face nowadays. As mental health
awareness has grown, so too have goods and services, some of which put money before
effectiveness. Customers have to navigate a market where not all products are supported by
evidence as those shown in figures 10 and 11 (The Guardian, 2025).

Figures 10 and 11. Therapeutic lights (Amazon).

RISKS FOR CONSUMERS

Moreover, Misinformation is related to commercialization. As wellness movements gain popularity, unproven therapies and
self-help techniques may expand, possibly discouraging people from seeking professional care (The Guardian, 2025). A
example of one unproven therapy can be the usage of NAD+ in drug dependence. As shown in figure 12, professional even
consider it illegal.

Figure 12. The Guardian. (2025) Figure 13. Life extension (2025)
Thirdly, the figure 14 shows and example of the Exploitation of Mental Health
Trends. Some companies may use mental health themes in their advertising
without offering a lot of resources or help, which could result in inaccurate or
superficial representations. In this case it was not just about false advertising,
but also about the usage of personal information. People were siking for help,
and in return their personal information was sold.

Figure 14 (FTC, 2023).

BENEFITS FOR COMPANIES
When it comes to the benefits of the companies, good mental health promotes higher employe. As they
feel appreciated and supported, people who work for companies that provide strong mental health care
tend to stay with them for longer (Voya, 2024).

Furthermore, the employee retention is connected with the Depresiation of abseenteism. As workers
better manage their mental health, proactive mental health programs can result in fewer sick days.

Thridly, all this dynamics help the brand to Improve their Reputation. Organizations that promote mental
health are able to attract top personnel and earn favorable public perception, establishing themselves as
preferred employers (MIT Sloan Review, 2023).

Figure 15 (AIHR, 2023)

RISKS FOR COMPANIES
Now, focussing on the risks for companies, "Wellness-washing" is the
phrase used to describe businesses that support mental health programs
for public perception without providing effective support. Employees' and
customers' reputation and confidence may be harmed by such
performative acts (HR Executive, 2024). This is represented in figure 15.
As a global expanded brand, Starbucks is supposed to support those kind
of programs, however, that is not what its employees defend.

Figure 16. Business Insider (2021).

Ending up with the benefits and risks, the employee disillusionment is the
final idea. Stress, burnout, and disengagement among employees may
rise when organizations do not support mental health discourse with real
action (Training Journal, 2024). And that is basically what happened with
Amazon’s work culture (see figure 16).

Figure 17. The Guardian. (2015)

COMPANIES ADAPTING TO PSYCHOLOGY AND MENTAL HEALTH

As mental health awareness grows, companies are adjusting their marketing strategies to align with this shift in
consumer behavior.

1. Online therapy and digital platforms.

First of all we have the examples of companies like BetterHelp (figure 18) and Talkspace, which
offer online therapy through video calls, chat, or phone calls (as we can appreciate in figure 19
and 20) , making mental health support more accessible without the need to travel.

Figure 18. BetterHelp, “Feeling overwhelmed? You're not alone. Connect Figure 19. "Mental health is just as important as physical health. Access a
with a licensed therapist from the comfort of your home. Start today with therapist with just one click. Try Talkspace today." (One Mind PsyberGuide,
BetterHelp." A Mental Health App Guide, 2024)
Continuing with online therapy we can find also some startups
that have developed AI-powered therapeutic chatbots (as we
can clearly see in figure 20), such as Woebot, which provide
📢
emotional support based on cognitive-behavioral therapy.
Figure 20. "It's not magic, it's psychology. Talk to Woebot and learn how to manage
your stress with scientific tools." Woebot – The Bleeding Intelligent Self-help
Therapist And Companion - Digital Innovation And Transformation, 2020

2. Integration in the Workplace

Secondly companies like Modern Health are adapting to this

consumer behavior by offering mental wellness programs for
employees (as it is represented in figure 21) as part of
corporate benefits, leading to an increase in psychological
support initiatives at work.

Figure 21. Modern health, LinkedIn ad for businesses "Taking care of your
employees' mental health is not a luxury, it's a necessity. Discover how Modern
Health can help your team be their best version."
Modern Health, 2023
3. Educational Content and Social Media

Another way self-employed people is adapting to this consumer behavior is the following one: Mental health
influencers have found platforms like TikTok, Instagram, YouTube, and Spotify to be effective for educating and
offering self-care strategies. Many of them, in addition to raising awareness on these topics through their social
media accounts, have also created podcasts (see figures 22, 23 and 24).

“Así Somos” “Entiende tu Mente” “Somos Estupendas”

Figure 22. Corporación de Figure 23. Spotify, Figure 24. Spotify,

Radiotelevisión Española, @entiendetumente @somosestupendas
@asisomospodcast

Created by Molo Cebrián and An independent psychology podcast A podcast focused on mental health
Luis Muiño, this new RNE Audio hosted by Molo Cebrián, Mónica and personal growth, where experts
podcast provides a social González, and Luis Muiño. Each 20- explore topics like emotional well-
perspective on mental health, minute episode explores topics being, self-care, and psychology,
examining its impact on our daily related to the mind and emotions. inspiring and supporting listeners on
lives. their journey.
To sum up, many brands a ions with their audience and show a commitment to both consumer well-being and social
impact.

Maybelline "Brave Together" Campaign Sephora "We Belong to Something Beautiful"

Campaign
"Brave Together" is Maybelline's global initiative to Sephora launched this campaign (figure 26) to celebrate
raise awareness about anxiety and depression, diversity and inclusion, creating a community where
offering resources and support in collaboration with
everyone feels valued and safe, featuring influencers like
mental health experts, featuring influencers like
tennis player Naomi Osaka, who joined as an singer and actress Selena Gomez, a key figure in
ambassador to promote mental health awareness. promoting the initiative.
Here, in Figure 25, you can enjoy the ad of the
profesional tennis player Naomi Osaka.

Figure 26. Cosmopolitan

Figure 25. Maybelline New York FR, 2024
The future of psychology and mental health
So where are we going in the mental health conversation?
The future of psychology and mental health will depend on
how society, technology and institutions adapt their
approach to this ever-changing field.
Prevention rather than treatment
Historically, mental health has been approached reactively; seeking help only when facing a crisis or after a
disorder has developed. In the future, the focus will shift increasingly toward prevention, with strategies aimed
at strengthening emotional resilience from an early age.

Figure 28. (Prevencionar, 2025)

We are likely to see an increase in the incorporation of emotional education in schools and enterprises (figure
28) teaching people to manage stress, frustration and anxiety. In the world of work, mental health will cease to
be a secondary issue and become a pillar of productivity and employee satisfaction, with more structured
policies to prevent burnout and improve work-life balance.
In this sense, the psychology model of the future will be more like preventive medicine, where the aim will be
to strengthen well-being before problems appear.
AI and new technologies
If there is one thing we are sure of, it is that the future of psychology will be affected by a deep integration of
technological advances (figure 27).

These technological innovations not only improve the

effectiveness of treatments, but also expand access to
psychological care through digital platforms, so that more and
more people can access psychological tools without the need
to physically go to a consultation. In this way, thanks to AI
and teleconsultation, care can be streamlined, responding
more efficiently to today's growing demand for psychological
services. Futhermore, these AI-based tools will enable the
Figure 27. Increase in teletherapy carried out by Spanish psychologists
according to their teletherapy experience before the pandemic, and average analysis of large volumes of data, facilitating more accurate
percentage of demand or teletreatment carried out between June-October
2020. and personalised diagnoses.
Increased Demand for Psychological Services
According to a report by the World Health Organization, demand for mental health services globally has
increased by 25% since 2023 (figure 29). The future of psychology is marked by a significant increase in the
demand for mental health services and the need for a greater presence of professionals in the public sphere.

Shortage of Psychological Professionals

The World Health Organisation estimates that, on
average, there are approximately 6-7
psychologists per 100,000 inhabitants globally,
although this figure varies considerably by region.
To put this in context, the WHO considers that the
availability of at least 18 mental health
professionals per 100,000 people would be the
minimum necessary to effectively address the
basic mental health needs of a population.

Figure 29. ChatGPT (2025). Projected evolution of the

number of psychologists and patients 2021-2023 [Graph].
To sum up, the future of psychology and mental health depends on how we adapt our approach to
the field as a society.

Figure 30. ChatGPT (2025). Projection of the evolution of the

number of psychologists and patients until 2050 [Graph]. Based
on a simulation of hypothetical data.

We believe that the current trend of demand outstripping supply is likely to continue in the future (figure 30), as
there is a growing awareness of the importance of mental health and a greater willingness to seek professional
help, and although more and more people are training to be psychologists, the growth in the number of
professionals will not be sufficient to meet the increasing demand.
However, we believe psychology will succeed in integrating technology in a
responsible way, improving access to care and diagnostic accuracy. This will
also allow for faster and more personalised care, especially in areas where
access to specialists is limited. This will gradually reduce waiting lists and
allow more people to receive timely treatment. Society will adopt a more
empathetic and evidence based view of mental health, which will contribute to
greater prevention and more effective treatment.
REFLECTION AND PERSONAL CONSUMPTION HABITS

Because of media attention and corporate wellness programs, mental health

awareness has changed from being a stigmatized subject to becoming an
integral aspect of daily life. We prioritize mental well-being through self-care
practices, mindfulness applications, and candid discussions about emotional
health, even though we do not personally attend therapy. We acknowledge the
expanding significance of this practice. Our perspective has been altered by
exposure to conversations on mental health, and we are now more aware of
how daily routines affect general wellbeing. As customers choose ethical items
to reflect their values, we actively look for tools and events that support mental
wellness, reinforcing that mental and physical well-being are equally vital. The
general trend in society to incorporate mental health into daily life is reflected in
this change in awareness and consumption.
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