Cultivating a healthy workplace: enhancing marketers' mental wellness

As the industry grapples with unsupported and undertrained managers alongside the rapid changes of today's world, it becomes increasingly apparent that these factors are significantly affecting mental health.

The pressure of tight deadlines, high expectations, and the constant need to adapt can lead to stress and burnout, impacting marketers' wellbeing. The current economic climate, where businesses are focused on cutting costs and maximising results, compounds these issues.

While many brands and nonprofits are speaking out about the ongoing mental health crisis, internally, the strain on individuals has become more apparent. The advertising, marketing, and media charity NABS reported a 100% year-on-year increase in usage of its core services last year, reflecting a significant rise in support sought by professionals in the industry for their wellbeing.

In this article, industry professionals discuss practical strategies organisations can use to create a healthy and supportive work environment.

Unblurring the lines

In marketing, the line between work and personal life can often blur, especially with the rise of remote and hybrid working. Gareth Hoyle, Managing Director at Marketing Signals, emphasises the importance of setting clear boundaries: "With computers and other devices within instant reach, many employees often feel the need to be available 24/7. But never switching off from work is guaranteed to increase stress levels and, ultimately, lead to burnout."

Hoyle suggests that managers make it clear that employees are not expected to respond outside of their core working hours: "If you need to contact one of your employees outside of their core working hours, make it clear that they only need to reply at a time that's suitable for them."

Additionally, encouraging regular breaks throughout the day for eating, stretching, resting, and exercising can help manage stress and promote a healthier work-life balance. Jo Kansagra, Head of People at Virgin Incentives and Virgin Experience Days, echoes this, explaining the necessity of normalising taking breaks: "Often when work gets busy, it can lead to extreme overwhelm and stress. To avoid burnout, employees need to feel confident to take well-deserved time off." She suggests that managers lead by example, taking their own breaks and encouraging their teams to do the same.

Open communication and feedback

Creating a workplace where open communication is valued is crucial for mental wellbeing. It promotes trust, creates a safe space to discuss mental health issues, and ultimately improves outcomes for everyone.

Hannah Pearsall, Head of Wellbeing at Hays, underscores the necessity of understanding employees' mental health needs and using data-driven strategies to address them. She notes: "A strong wellbeing strategy should be data-driven and based on valuable insights from your staff about the initiatives they would benefit from most."

Pearsall advocates for a proactive approach, including both preventative measures like mental health first aiders and reactive support such as counselling. She stresses the importance of continuous and clear messaging integrated into all parts of the business, ensuring that mental health support is available year-round, not just during awareness weeks.

Amy Matthews, Chief Experience Officer at Hearts & Science, adds that offering a range of mental health support options, such as free therapy sessions and access to apps, ensures that every personality type can find support that suits their individual needs: "We provide free therapy sessions, accessible in-person or virtually, through Self Space, supported by premium access to the Headspace mindfulness app. Additionally, there are over 80 mental health first aiders across the wider OMG UK Group who are available for confidential discussions on any topic. More broadly, we also offer targeted sessions to address issues which might impact staff and their families, such as financial stress. Having a range of mental health support options means every personality type gets support in a way that suits them when they need it." However, she points out that "none of this would work without a leadership team that genuinely works to foster community and support."

Build a proactive mental health strategy

In marketing, where the pace is relentless and expectations high, proactive mental health strategies are essential. Fleur Stoppani, UK Managing Director at WPP agency Mindshare UK, highlights the importance of recognising and addressing the unique mental wellness challenges faced by employees: "Marketing and advertising have long been known for tight deadlines and long working hours which don't lend themselves to mental wellness."

Mindshare offers a range of wellbeing benefits to support their teams, including a wellbeing fund and the Mental Health Allies programme. These initiatives provide a confidential support network, offering resources such as a menopause coach and a dedicated wellbeing hour per week. Additionally, recognising the needs of individuals from marginalised groups, the agency has established Employee Resource Groups (ERGs) to support various communities, including those from minority ethnic backgrounds and the LGBTQIA+ community.

Another key aspect of fostering a supportive work environment is creating a culture where inclusivity and psychological safety are prioritised. Petra Velzeboer, a mental health expert and CEO of mental health consultancy PVL, stresses that "when people feel safe at work, are trusted in their roles, and have autonomy over their working lives, burnout is reduced, talent stays with you and overall productivity goes up." She advocates for a supportive culture led from the top, where senior leadership models positive behaviours and prioritises health. This leadership approach can trickle down, influencing managers and staff alike.

Velzeboer also highlights the importance of education and empowerment in workplace wellness programmes: "Wellness programs should educate in a practical way and align with the values of the business, offering tools to manage challenges that show up and creating space for open conversations." She emphasises that these programmes should cover relevant topics such as burnout, resilience, and communication, providing a shared language for employees to support each other and invest in their own wellbeing.

Practical tools and resources

Providing practical tools and resources is essential to support employee mental health effectively. Nicola Hammond, People Director & Managing Partner at NewGen, shares that her company hosts talks on various mental health topics, such as anxiety and neurodiversity, and offers specialist counselling through partnerships: "Businesses should prioritise fostering open communication by providing platforms where employees can listen, learn, and share their experiences. At NewGen, we host talks on topics such as anxiety, baby loss, and neurodiversity, offering practical tips and highlighting support mechanisms. For instance, we now cover private specialist counselling through the charity Petals for employees experiencing baby loss."

Bertrand Stern-Gillet, CEO of Health Assured, emphasises the value of regular mental health assessments and comprehensive training to help employees manage workplace demands: "Organisations should focus on and prioritise developing a safe and happy workplace for people to thrive and succeed. This can be done by having frequent check-ins and mental health assessments to assess the wellbeing of the workforce. This is a great way to enhance the understanding of the needs of the team so appropriate support can be offered and the necessary adjustments can be made.

"Implementing comprehensive training allows employees to gain a good understanding of expectations and boost the ability to cope with demands, subsequently offsetting stress and burnout. Offering mental health support and information via signposting, training, and mental health support services, such as an Employee Assistance Programme, allows employees who may not feel confident in coming forward to confide in a peer about their anxieties to do this away from their working environment with a confidential and judgement-free person."

Continuous improvement and feedback

Maintaining an effective mental wellness strategy requires continuous evaluation and adaptation. Professor Sir Cary Cooper, CBE, stresses that organisations must treat mental wellbeing as a strategic issue. He recommends conducting regular surveys to gather employee feedback on various aspects, such as workload, management styles, and work-life balance: "Organisations need to treat mental wellbeing as a strategic issue by carrying out regular surveys of their employees' views of how they're managed, the hours they work, hybrid working, their workload, etc. These metrics can help the organisation identify problem areas and enable them to intervene early before it gets worse."

Final thoughts

Addressing mental health isn't just a nicety but a necessity. Despite the challenges marketers face, organisations can implement clear strategies and practical tools to create a healthier work environment.

One thing is abundantly clear, though, and that’s the importance of a supportive culture led by example. The role of leadership in promoting a supportive work environment cannot be overstated. As Velzeboer and Matthews emphasised, a supportive culture must be modelled from the top, with leaders prioritising health and demonstrating a genuine commitment to employee wellbeing.

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