MindMiners reveals data from the new study A decade of (dis)enchantment, which seeks to help companies act more assertively
Aiming to understand consumers’ feelings and desires in the face of such an unpredictable world and help brands act more assertively in the development of their products, MindMiners presents data from its new research The decade of (dis)enchantment: Well-being and the impact of brands in an unpredictable world.
Where did the charm go? was the question that guided the study, which discusses the role of brands in helping Brazilians in this movement of reenchantment. The study was carried out with the participation of 2,000 men and women from all over Brazil, over 18 years old and with generational differences.
Initially, the research sought to understand consumers’ mental health, showing that 32% of respondents had already been diagnosed with a mental disorder – with anxiety and depression at the top of the list.
Furthermore, 1/3 of these diagnoses occurred less than three years ago, that is, after the pandemic. Generation Z and millennials were highlights of the diagnoses for the last three years.
Uncertainty or fear about the future, stress at work or studies, financial problems and overload of responsibilities are the main factors that may have contributed to the development of the disorders mentioned.
Also highlighted is the dependence on the use of social networks, which can trigger disorders such as anxiety, depression, digital addiction, low self-esteem, sleep disorders, among others, says the study.
Despite a not positive scenario, half of the respondents recognize that they do not take care of their mental health as they would like – especially women, the LGBTQIAPN+ public and younger people.
The study also emphasizes the importance of taking care of physical health, explaining that body and mind are interconnected parts, well-being only exists when both are balanced.
The role of brands
Faced with discouraging data, brands play a fundamental role in the process of consumer reenchantment, such as encouraging changes in the concepts of beauty standards, starting with advertising. 39% of consumers believe that there is a lack of diversity of people in commercials and advertisements in general.
Read the full story in the September 18, 2023 edition
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