Posted on: May 04, 2022

Emerging Mindset: Emotional Well-being

Reading Time: 3 minutes

Why are we focused on emotional well-being?

Our society has faced multiple adversities in a very short period of time. As we stated in our last entry and as corroborated by the Global Risks Report of 2022, all of this crisis has harmed people’s psycho-emotional well-being, social cohesion, and productivity. As a result, it is common for consumers to seek tools that help them manage and prevent their levels of stress, anxiety, uncertainty, and fear. Let’s explore how this emerging mindset around emotional well-being has affected the consumer’s lifestyle, and how brands are choosing to communicate in turn.

Source: World Economic Forum Global Risks Perception Survey 2021-2022

Are there any solutions to our emotional unstability?

One of the questions that challenge the population the most is: How can we stay away from negative thoughts, even when it’s all we can hear, see, and think? Well, by trying to be emotionally fit. This new mental state, called emotional fitness, is achieved by keeping your distance from negative thoughts and focusing on the creative and constructive tasks that nourish both your mind and soul.

Some innovative brands have already noticed how pursuing this state of mind is becoming increasingly popular and have reacted by combining technology with professional psychotherapy to democratise access to emotional training. Brands such as Coa, short for Coalescence, which means growing together, are offering emotional fitness classes for individuals and businesses. These classes aim to teach emotional resilience, so that attendants may more comfortably navigate the most challenging of emotional states. 

Source: Coa’s website

How can brands show empathy and comprehension?

If you desire, as a brand, to set your consumers on a path towards emotional fitness, understanding them emotionally will prove indispensable. Consumers look for empathy and recognition in these difficult times, prioritising brands that understand, adapt, and react to their emotional needs. Some brilliant examples of brands that are being emotionally understanding of their consumers Etsy, Liberty, and Sainsbury’s who offered their customers an opt-out mode from Mother’s Day and Valentine’s Day marketing emails. This was a way in which they could be empathetic towards their consumers, particularly those who had lost loved ones to Covid-19.

On the other hand, being emotionally understanding doesn’t only require empathy towards your customers, but also towards the people that are behind the brand. So, it will be increasingly important for brands to protect the mental health of stakeholders, by proactively promoting the development of their emotional resilience too. In a way, brands can position themselves as an empowering force, by supporting both customers and employees throughout their psycho-emotional journey to well-being. Having said that, it is still fundamental to understand that brands are not there to replace mental health experts, but instead to provide the tools and benefits for feeling better and safer.

Another good example of when a brand positioned itself as an empowering force was that of Nike, which partnered with creative agency AnalogFolk to create Mind-SETS. This was a series of initiatives dedicated to helping consumers improve their emotional well-being through the healing power of fitness and movement. This new platform encourages customers to reflect on how they feel, offering expert content and activities designed for their mental well-being.


There are several action points to take into consideration for brands looking to incorporate and act upon this emerging mindset. For example, it is of utmost importance to be emotionally intelligent, so you can educate consumers on emotional well-being and implement similar efforts in the workplace, providing an example for consumers. At Pointbleu, we always make sure to be up-to-date on what consumers feel, think, and want, as we know understanding and responding to their needs cannot be done without having such a perspective.

Is your brand ready to be emotionally understanding? How could you set your customers on a path to Emotional Well-Being? At Pointbleu, we can help you make it come true. Check out our latest posts so you don’t miss out on any important insights!


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