Before COVID-19 there was another far-reaching health crisis looming. Now fuelled by ‘staying home’ in a ‘new normal’ world, mental health is going to be more important than ever to address.

The issues faced by many are likely to be exacerbated over the coming months as we all face seismic changes to our daily routines. And for millennials, already referred to as ‘generation burnout’, simplicity, authenticity and purpose should be key priorities for brands hoping to reach them during this time.

A millennial myself, last week I managed to make £300 in 45 minutes just by finding the time to look for cheaper car insurance, a mundane life admin task I’d put off for months.

This seeming inability to complete simple tasks like checking for cheaper car insurance is one of the symptoms of the much talked about ‘generation burnout’. At its heart the idea suggests that millennials, far from being lazy narcissists, are actually in a permanent state of exhaustion which is caused by the relentless drive to ‘optimise’ the self and fit into an ‘always on’ model which has become central to our ways of working and socialising.

And with millions more people now expected to juggle childcare whilst working as well as being confined to socialising through the distorted lens of social media, it seems it’s only going to get worse.

So, how can marketing, an industry that has traditionally thrived on creating picture-perfect images of unattainable lifestyles and sought to ‘disrupt’ people’s already fragmented experience become part of the solution instead of part of the problem?

Here are a few simple steps brands can take to ensure millennials stay on your journey and get on the bus in the first place.

Reach people within their routines

Until recently, this might have been linked to a school run, a morning gym routine, the commute, however new routines are being formed, largely influenced by increased smartphone usage and social media.

Being where your audience is at the right time makes it as easy as possible for consumers to engage with a brand, especially when it is adding something beneficial to their day. This has been embraced recently by health and wellbeing influencers like Joe Wicks and fitness brands who are now using Instagram live to leverage a product they already own to positively impact people’s lives and mental health. It will no doubt become the precedent for the shape of things to come.

Make it easy for people

The nature of burnout means that people find it difficult to grant themselves the space to do even the things that will benefit them.

Knowing millennials are often under pressure to find the time for self-care, in partnership with NHS, we launched Public Health England’s (PHE) Every Mind Matters quiz which aims to help people take simple steps to look after their mental health, improve their mental wellbeing and support others. The campaign centres around a quiz which results in a personalised plan to improve the individual’s wellbeing, with quick and simple techniques that are easy to implement.

Now more than ever, taking simple steps to improve or maintain mental health should be something we all focus on. Making mental health approachable and chunked into bite-size actions can help generation burnout ensure they are addressing their mental health and dealing with the loneliness, financial insecurity and anxiety that may arise in the coronavirus-induced isolation.

Help people help themselves

Before these challenging times, 51% of Gen Z and millennials said that they often daydream about what life would be like without social media. Social media has now become a vital tool in helping millennials organise their daily lives, virtual social gatherings, exercise and even entertainment.

Social platforms like TikTok, Twitter, Instagram and Facebook have created space and opportunity for brands and influencers to show followers their altruistic streak by helping others and encouraging their followers to do something too to create collective moments of action. Millennials want to feel part of something, and brands can help build this. Providing a way to contribute to the greater good can only benefit mental health in these uncertain times.

Keep it authentic

Marketing to generation burnout has to be genuinely authentic and not perceived authenticity. Forty nine percent of 18-24-year-olds who have experienced high levels of stress felt that comparing themselves to others was a source of stress. And marketeers have long used airbrushed images of perfection to fuel discontentment and encourage consumerism.

Now, more than ever, you can unlock people’s emotional responses by showing real people and real situations which people can sincerely relate to. And we can use marketing to be up front with people and show them the steps they can take to look after themselves instead of trying to convince them they can buy their way to perfection.

This idea has been championed by health and wellbeing influencers like Joe Wicks, now known as the ‘nation’s PE teacher’ streaming lessons for all the family on YouTube. Plus, there are new so-called ‘lockdown celebrities’ like Michelin-star chef Massimo Bottura, who launched free ‘kitchen quarantine’ Instagram TV classes packed with humour. These authentic influencers are using social media to leverage a product they already own to positively impact people’s lives and mental health and wellbeing during this period.

By embracing authenticity and allowing millennials to think about the wider impact that a business’ purpose can achieve as well as actively supporting its audiences through this crisis, certain brands have created a blueprint for others to encourage and reflect active participation in society and build a better outward-looking world through our networks.