The latest Bauer Media Insiders report delves into the current state of the nation’s health and wellbeing, examining public perceptions of both mental and physical health. The findings explore how factors like social media, exercise and alcohol play a role in the consumer mindset, as well as the expectations they have of brands and their messaging.

 

The Health of the Nation

 

In the UK, while people tend to give themselves a slightly better score for mental health than physical health, both ratings fall below 7 out of 10, indicating a less-than-optimal state of wellbeing.
Despite this, only 20% say they are now prioritising their health more  -with very few individuals increasing the attention they pay to their health (69% of respondents indicating no change compared to the previous year).

 

Keeping Healthy: Physical and Mental Health

 

A notable 70% of people exercise at least once a week, with 25% of them exercising most days. However, 47% of respondents express a desire to exercise more, but struggle to find the time to do so.

To de-stress, 50% of respondents engage in reading, 42% find comfort in eating ‘treat’ foods, and 30% prioritise spending time with friends and family.

In terms of general wellbeing,  72% of people aim to eat health foods, 63% regularly use supplements to support their health and 51% enjoy outdoor exercise as part of their wellbeing routine.

 

Media, Brands & Wellbeing

 

A significant 73% of respondents believe that brands have a responsibility to address mental health. One in five individuals say they would be influenced by a brand that champions mental health and wellbeing in their purchase decisions. Additionally, 72% of people feel that advertising can have a positive impact on mental health.

According to an IPSOS study (Acting with an Empathetic Marketing Mindset’), to create positive associations with people, brands should adopt an empathetic marketing mindset that “cuts through misinformation and builds trust and loyalty”.
Among media channels, TV, radio, and magazines are the most trusted. Radio in particular has the lowest distrust rate at just 11%.
In contrast, social media is viewed as having significant links to mental health issues, with trust at only 16% and distrust at a high 57%.
When asked specifically about social media’s negative impact on mental health, one in four respondents acknowledged such effects. Women (30%) and younger individuals (36%) are most vulnerable to the negative effect it can have.

There is a clear disparity between perceived and actual impact, as the rates of anxiety and depression in young people have increased by 70% over the past 25 years, according to IPSOS and the Royal Society for Public Health.

 

Which Platforms Are Considered Most Impactful on Mental Health?

 

TikTok and Twitter/X are seen as the most impactful on mental health, particularly among older age groups. Women tend to rank Instagram and Snapchat higher, while men choose Twitter/X as most impactful.