Mental Health during COVID-19How have Mail Metro Media readers’ perceptions and attitudes
towards mental health been impacted by COVID-19?
September 2020
Source: Omniture January-September 2020
WHY IS IT IMPORTANT TO TALK ABOUT MENTAL HEALTH?
COVID-19 has impacted Brits’ mental wellbeing with its effects likely to last
31Marticle views
on Mental
Health
this year
We wanted to understand…
… readers’
perceptions and
attitudes towards
mental health
… how COVID-19
has impacted
work life and
mental health in
the workplace
… the role of
brands &
advertising within
mental health
1 2 3
What we did…
A P P R O A C H : 5-10 min online survey
Readers recruited through Matters Community
F I E L D W O R K : August 2020
S A M P L E : 460 Mail Metro Media readers
UK residents
Data weighted to be representative of
readership (by age and gender)
ATTITUDES &
BEHAVIOUR TOWARDS
MENTAL HEALTH
COVID-19 IS THE HIGHEST CONCERN FOR MOST BRITS
Source: Matters Community, Mental Health August 2020
Base: All respondents (460)
Q- Please tell us how concerned are you about the following topics?
(All concerned)
However, half of readers are also concerned about mental health, rising to
three quarters among younger readers
84% 83%
75%
64%
53%
Coronavirus The Economy The Environment Physical Health Mental Health
Topics of Concern
76% for 18-34’s
OVER 9 IN 10 TAKE STEPS TO KEEP MENTALLY WELL
Readers use activities to maintain mental wellbeing.
2 in 5 speak to others and 1 in 10 actively seek out medical support
Source: Matters Community, Mental Health August 2020
Base: All respondents (460)
72%
65%
48%
41%
34%
19% 18% 17%
9%
Listen to
music/watch TV
Something I
enjoy (hobbies)
Regular exercise Speak to others Go on short
breaks/holidays
Spend less time
on devices
Maintain an
active sex life
Meditate/
mindfulness
See mental
health clinician
Ways to Maintain Good Mental Health
Q- Which of the following do you do to maintain your mental health?
READERS WOULD LOVE TO TRAVEL MORE
Maintaining an active sex life and exercising more are also high priorities.
Younger readers would like to meditate more often
Source: Matters Community, Mental Health August 2020
Base: All respondents (460)
38%
27%
24%
18%
17%
16%
16%
12%
8%
Go on short breaks/holidays
Maintain an active sex life
Exercise more often
Speak to others
Spend less time on electronic devices
Meditate/mindfulness
See mental health clinician
Do something I enjoy (hobbies)
Listen to music/watch TV
Activities Readers Would Like Do More Of To Look After Mental Health
Q - If nothing were stopping you, which, if any, of the below would you do?
25% among 18-34s
MAINTAINING MENTAL WELLBEING COMES AT A COST
Budget and lack of motivation are a barrier for one third of readers to looking
after their mental health. People also struggle to put themselves first
Source: Matters Community, Mental Health August 2020
Base: All respondents (460)
31% 31%
28%
19%
15%
Budget Lack of motivation Time constraints Lack of support Gap(s) in knowledge
on ways to improve
mental health
Barriers to Supporting Mental Health
Q - Which, if any, of the following keep you from looking after your mental health?
LACK OF TIME & SUPPORT
“Being in lockdown and having to juggle work and family commitments,
means there's a lot less 'me' time”
“I have a full time job so there’s very limited time to have to myself. Covid-19
also put a break on my holiday plans this year.”
“I don’t feel like I can openly talk about
things with my friends and family without being judged because they
don’t try to understand.”
SOME NEED MORE INFO TO ASSIST MENTAL HEALTH
Of those, nearly three quarters would like information about how to deal with
issues, while two thirds would like to prevent them before they arise
Source: Matters Community, Mental Health August 2020
Base: All that mentioned ‘gaps in knowledge’(68)
Barriers to Supporting Mental Health
Gap(s) in knowledge in how I can improve my mental health
Q - Which, if any, of the following would you like to find out more about?
HOW TO MAINTAIN A GOOD MENTAL HEALTH
62%
HOW TO DEAL WITHMENTAL HEALTH ISSUES
72%
HOW TO IMPROVEMENTAL HEALTH AT HOME
60%
INFORMATION ON FREEMENTAL HEALTH SUPPORT
51%
HOW TO IMPROVEMENTAL HEALTH AT WORK
46%
BRANDS WORKINGIN THIS SPACE
30%
15%
Information Readers Want
FRIENDS & PARTNERS OFFER SUPPORT FOR MANY
Whilst only 1 in 10 said they’re currently speaking to a counsellor, nearly half
would consider one. Children are important for older readers
Source: Matters Community, Mental Health August 2020
Base: All respondents (460)
58% 57%
47%
38%
18% 18%
Friends Partner Counsellor Family member My children Co-workers
Support Network for Mental Health
Q - When it comes to talking about your mental health, which, if any, of the following would you consider talking to?
32% for 55+
64% for 18-34’s
COVID-19
AND THE WORKPLACE
COVID-19 IMPACTED WORK FOR 2 IN 3 WORKERS
1 in 3 were introduced to different types of work, whilst nearly 1 in 5 were
furloughed or made redundant
Source: Matters Community, Mental Health August 2020
Base: All employed (274)
Q - Which of the following statements best describes your workplace situation before Covid-19? / Which, if any, of the following has affected your work
situation since the COVID-19 outbreak began?
Can do their work remotely(45% of 18-34s can do all their work
remotely)
1 IN 2 NEW FORMS OF
WORK
34%
REDUCED
WORKING HOURS
16%
SALARY CUT
9%
FOURLOUGH/
REDUNDANCY
17%
Impact of COVID-19 on Work LivesAbility to Work From Home
CHANGES TO WORK HAD BENEFITS & DRAWBACKS
Readers had various responses with some seeing mental health improvements
and others feeling more anxious and isolated
Source: Matters Community, Mental Health August 2020
Base: 93
Q - You mentioned that your work situation has changed following the COVID-19 outbreak, how did these changes impacted your mental health?
MENTAL HEALTH IMPROVEMENTS STRESSFUL TIME AND LACK OF BALANCE
“Actually helped my mental health as I did not have to spend hours
commuting, saved a lot of money and was able to do my job without
distractions.”
“It caused me more stress and anxiety because I initially felt isolated and
lonely when working from home.”
“I am working from home so I feel more isolated although there have
been some economic and lifestyle benefits”
“I felt better mentally, I felt happier, less pressured and more relaxed. I felt
being able to work from home made me feel much better mentally and
it lifted my depression and anxiety.”
“Somewhat better, as I have never really felt the need to see colleagues
in person anyway; plus it's safer and you save time on travel.”
“I found not being able to chat face to face with colleagues difficult.
Even via video calls it wasn't the same. We also lost the social aspect of
workplace…”
“I miss the social aspect of the workplace and even meetings. Being
stuck in same rooms all day is not good for my mental health”
Impact of Work Changes on Mental Health
TWO THIRDS OF EMPLOYERS OFFER SUPPORT
Flexible working and clear communication are the most common, though a
quarter also offer social events
Source: Matters Community, Mental Health August 2020
Base: All employed (276)
Q - Which, if any, of the following initiatives to support mental health does your workplace have in place?
FLEXIBLE WORKING
35%
OPEN COMMUNICATIONAND CULTURE
34%
WEBINARS &WORKSHOPS
27%
SOCIAL STAFFEVENTS
25%
OFFERING CONSULTATIONS
23%
STRESS MANAGEMENTWORKSHOPS
20%
PAID VOLUNTEERINGDAYS
18% 17%
SPORTS/ TEAM BUILDINGACTIVITIES
ONSITE CHILDCARE
9%
Initiatives in the Work Place to Support Mental Health
ANY INITIATIVE
69%
BRANDS AND
MENTAL HEALTH
BRANDS CAN SUPPORT MENTAL HEALTH IN MANY WAYS
Donating to mental health charities is key, but it’s also important to support
their workers and communicate those initiatives
Source: Matters Community, Mental Health August 2020
Base: All respondents(460)
24%
27%
29%
30%
41%
45%
Create products that aim to improve people’s mental health
Have mental health ambassadors/coaches
Are outspoken about mental health and what they are doing in this field
Approach mental health issues in their advertising campaigns
Support the mental wellbeing of their employees
Support mental health charities
Ways Brands Support Mental Health
Q- Which, if any, of the following actions come to your mind, when you think of brands that support mental health?
58% among 18-34’s
41% among 18-34’s
READERS WANT BRANDS TO CHAMPION INCLUSIVITY
Brands have a responsibility to communicate messages that help support
positive mental health for all and reduce stigma for sufferers
65% 63%
56%
46%
Brands should be inclusive and
celebrate diversity
Brands should use ads to create
awareness & reduce stigma towards
mental health
Mental health should be a topic
brought up by brands in ad
campaigns
I am more likely to purchase a brand
that supports a charity
Brands, Advertising & Mental Health
Q- Please rate your level of agreement or disagreement with the following statements. (NET: Agree)
70%
for 55+
Source: Matters Community, Mental Health August 2020
Base: All respondents(460)
SUMMING UP
KEY LEARNINGS
KNOWLEDGE IS KEY COVID-19 AND
WORKPLACE
BRANDS AND
ADVERT ISEMENT
Readers are taking steps to look
after their mental health.
Information could reduce stigma
and help them do more for their
mental wellbeing.
COVID-19 brought changes to
the workplace, with remote
working impacting both
positively and negatively on
mental health.
There's space for brands to
communicate their mental
health credentials, with readers
wanting to see them playing an
active role in this field.