The price of peace of mind: how financial strain shapes mental health

Half of the world’s population will experience a mental health disorder, according to a global study by Harvard Medical School, and while awareness has grown significantly – even marked by World Mental Health Day, which takes place this month – there remains an enduring stigma around the subject.

In Britain, for example, TGI data shows that almost nine million adults still believe mental health is less important than physical health. This runs counter to the World Health Organisation’s findings that poor mental health is the leading driver of disability worldwide and a major contributor to premature deaths. That gap in perception continues to shape how people talk about their struggles and how or where they seek help.

There are many reasons why poor mental health has become such a pressing global issue, but two recent forces stand out: the pandemic and the cost of living crisis, both of which placed people under enormous and sustained pressure. The last two years have brought some modest improvements, yet the challenge remains immense.

For brands that want to understand how this affects their customers – and how they might even play an active role in supporting them – recognising how mental wellbeing interacts with financial and social life should be a serious consideration.

The state of wellbeing today

Mental health is a global story, but each region has its own nuances and pressures. In the  UK, TGI data shows that more adults are reporting higher levels of wellbeing today than during the pandemic – an understandable trend given the worst days of lockdown and financial uncertainty have passed. Yet the improvement has been slight rather than transformative. Some 10 million adults now rate their wellbeing at 8 out of 10 or higher, but 2.9 million still place themselves at the very lowest end of the scale, at 3 or below.

This lower group is not distributed evenly across demographics. It skews younger, often among those still living with parents, those out of work, or those finding it hard to make ends meet. Bill worries and job insecurity are consistent threads. People who say their energy bills have become unaffordable or who look for the lowest possible prices when shopping are significantly more likely to be in this low wellbeing category.

By contrast, people with higher wellbeing tend to feel more financially comfortable. They are also more likely to be parents of young children, to feel secure about their income, and to say that if they trust a brand they will buy it without looking at the price. Money alone does not bring peace of mind, but the data suggests that financial confidence is strongly linked to a sense of mental stability.

The gulf between these groups is significant and worthy of note, and certainly echoes broader debates about generational inequality, housing access, debt and the rising costs of living. Furthermore, given the tendency of brands to chase younger demographics, or to target by age more generally, these are important marketing considerations too. 

Short-term lifts, long term declines

The bigger picture is more hopeful, but is one of only partial recovery. People in Britain say they feel better now than during the pandemic, with more satisfaction in life and standard of living. Yet compared with 2020, before Covid-19 reshaped daily life and ushered in the cost of living crisis, levels of happiness remain lower. Just over half of adults in 2025 say they are happy with their life, which is an improvement on recent lows but still below pre-pandemic benchmarks. 

We see a similar pattern, albeit with regional nuances, replicated across the world. For example, the proportion of consumers in China who feel that they are very happy with their life as it is – both today and several years ago – is very similar to the figures for Great Britain. Meanwhile, in Brazil more people worry about themselves now than before the pandemic, even if the intensity of that concern has eased a little in the last two years. 

In some markets feelings of frustration around an inability to change one’s life is also considerably more widespread than others.

For example, Finland this year achieved top spot for the eighth year running in the World Happiness Report ranking of countries by happiness, so you would expect adults there to score low for feelings of not being able to change their life. Conversely, in China almost half of adults feel ‘disempowered’ about changing their lives.

Meanwhile, in western Europe, Spain stands out as a market where people feel more content, with higher satisfaction in both life and standard of living compared with France, Germany or Britain, all of which are more expensive countries to live in. Yet in all cases, the link between cost of living and contentment appears strong.

What this means for engagement

Mental wellbeing significantly influences how individuals engage with media, creating distinct consumer behaviors that have practical implications for marketing strategies. For instance, people with low wellbeing are often drawn to immersive, solitary media like gaming and internet platforms, which can offer a form of low-cost and stay-at-home escapism. 

Conversely, those with higher well-being are more likely to engage with higher-cost media that fosters social connection, such as cinema. This understanding allows marketers to move beyond typical demographics and tailor their strategies to the audience’s emotional state and financial circumstances. 

The right brand approach to a delicate subject

Many brands have also shown how engagement with mental health can be done in much more proactive ways. Water brand Buxton, for example, recently partnered with the charity Mind to promote awareness through the themes of exercise and hydration. Sports brand ASICS also worked with Mind to encourage physical activity as a route to mental resilience. TGI data shows that consumers of both brands demonstrate more active attitudes towards mental health than the average adult, suggesting that such partnerships resonate beyond awareness and shape behaviour.

However, it’s worth noting that purpose-driven initiatives – as we have outlined previously – are most effective when they are genuinely authentic, considered over the long-term, connected to the brand’s core values, and built on an accurate understanding of the audience. 

Within the context of mental health and financial strain, an extra level of sensitivity from brands is also essential. Mental wellbeing is shaped by money, security, work and family, and it shows up in how people interact with products and services. Therefore it is also tied to consumerism and the pressure to spend, sometimes beyond what people can afford. That creates a dilemma for businesses, who must balance social responsibility with the realities of commercial life.

Yet it is possible to keep a person within a brand’s engagement sphere while deferring the purchase to a more appropriate moment so consumers don’t feel under pressure. ASICS’ collaboration with Mind, for example, places the emphasis on community and mental strength through exercise, not on driving immediate transactions. That makes the relationship more durable and helps consumers feel supported even if they are not in a position to spend straight away. 

Audience understanding has always been the foundation of effective marketing. The current climate means empathy now plays a vital role too. For brands, that might sometimes mean moving beyond surface campaigns to genuine support, whether through partnerships, products, or communications that acknowledge the pressures people face.

“Mental health affects one in four people,” says Nicholas Smith, Head of Marketing and Communications at Mind.

“As the TGI data demonstrates, there are very real economic and social pressures which can contribute considerably to feelings of stress and strain in people’s everyday lives. This is why now more than ever it is important that people receive the support they deserve. 

“Driving the conversation has never been more important than now and education and destigmatisation are key. Beyond conversation, it’s our role as individuals, institutions, organisations and brands to lead with empathy.”

Discover more

For more on consumer trends in mental wellbeing around the world, download our dedicated report deck that brings these to life. 

For more about our TGI consumer data, please visit the TGI section of our website, or get in touch via the ‘Contact Us’ link at the top of the page.