The UK marketing industry in the UK is yet to have its #MeToo moment. Yet, from the #TimeTo industry research, to the bravery of individuals sharing their truths via LinkedIn, it is clear that our industry is awash with trauma. 

When you layer on the impact of the pandemic and our industry’s always on working culture it is not hyperbole to say we are on the brink of a second pandemic; one of burnout. A shift which demands the industry’s response to staff wellbeing extends well beyond World Mental Health Day. 

The curse of ‘workplace wellness’ gaslighting 

Yet while there has been significant progress when it comes to raising awareness of mental health problems, accountability and actions lag behind. Instead of the industry leaning into the problem to try and find solutions to keep talent, it feels like they are gaslighting us and silencing us. From giving us a day off, to the continued singing NDAs around poor behaviour, the danger remains that the collective problems we face as a workforce are not being dealt with properly. 

This isn’t a problem that can be solved on one day of the year. For if we do nothing sooner rather than later we will have a mass exodus of talent on our hands. Younger generations simply won’t stand companies relying on an inauthentic or half-baked response to such a systemic problem.

The danger of spin over substance 

It is increasingly clear that a spin over substance approach is not landing with employees. Good Shout founder Amy Kean’s sketch of ‘Susan the backbone of the companies D&I committee’ (who primarily orders cupcakes rather than making any real changes) successfully shines a light on the empty promise of yoga classes and webinars on mental health. One size fits all solutions that companies seem to find as a one stop solution to a systemic issue. 

But as an industry who is supposed to make great communication from insight and data, it feels like we are not listening to our own insights. Are the people who are affected sitting around the table to make these decisions? Probably not, because it seems to only come from top down – examples like giving days or weekends off that have a dedicated brand identity. As much as these initiatives might be driven by genuine compassion questions remain if they really solve any of the problems people face? Or are just another example of spin over substance.

Just like an awareness campaign, a webinar isn’t going to make real change; we need to take action to make changes. Reduce workloads or hire bigger teams. Safeguard your staff by eradicating bullying in the workplace and hold people accountable. 

Eradicate sexual harassment and rape in the industry, and stop protecting the powerful that have done wrong. Take up the NABS initiative of banishing NDA’s when issues arise. But this can only be done when staff feels supported, respected and listened to, because it’s the staff that needs to speak up.

I know from my own experience that speaking up isn’t easy, and the trauma developed out of it, isn't solved by a single day off or a one off webinar. Real change demands proper, sustained support systems, through which each employee is able to make meaningful change. This means investing in training and not treating inclusion as an unpaid side hustle for already time-poor staff. 

So my call to the industry is a simple one, yet nonetheless vital to making lasting and genuine change. Mental health in the workplace isn’t a one off marketing campaign; newsletters, days off and branding isn't enough. Employees need practical, emotional and time-sensitive support. So let's end the culture of overwork and take a step forward to solve these urgent issues. Yes it might be uncomfortable for some; but it’s only by facing the truth that we can make progress and end burnout. A change which involves pushing for progress not just on World Mental Health Day but everyday.