More often we see brands commercializing mental health. It’s in campaign slogans. It’s in packaging copy. It’s in Super Bowl ads and TikTok influencer captions.

Increasingly, people are listening and looking deeper.

According to Ogilvy, 73% of global consumers say wellness should be central to a brand’s mission. And over half (52%) now expect even non-health brands (banks, airlines, phone companies, etc.) to offer wellness solutions.

So the question isn’t whether brands should talk about mental health. The question is: How are brands closing the wellness gap?