Marketing and Mental Health Awareness: Take Back Control

One of the biggest misconceptions about marketing is that it is a superficial and outward-facing activity solely aimed at generating sales. On the contrary, marketing is a strategic and internal process that involves in-depth research into customer needs and behaviours, aiming to build long-term trust, loyalty, and a strong brand presence for sustainable growth. This means that marketing is not just about selling and promoting products. It is about understanding the human mind, connecting with and persuading it.

Neuromarketing, for example, studies how brain responses can predict consumer behaviour, from attention and emotion to memory and decision-making. Brands and advertisers intentionally design campaigns to capture attention, trigger emotions, and create habitual engagement. This plays out on social media: every scroll, like, and notification is crafted to release dopamine, the brain’s “reward” chemical. Over time, our brains become conditioned to seek this constant stimulation, creating compulsive engagement loops. The result? Increased anxiety, reduced focus, feeling “always on” but rarely fulfilled.

Marketing messages also tap into deeper cognitive triggers such as fear of missing out (FOMO) or social proof — the idea that if everyone else is doing it, we should too. While these techniques are effective for brands, they can make you feel pressured, inadequate, or constantly needing approval. Studies have found that left unchecked, these pressures can escalate into mental health challenges such as depression, anxiety, eating disorders, addictive behaviours, cyberbullying, and even self-harm.

While our brains are wired to respond to marketing, the story doesn’t end there. Brands themselves are increasingly aware of the role they play in shaping perceptions, behaviours, and wellbeing. This awareness has led to a shift where influence extends beyond products touching identity, social norms, and the ways we navigate daily life.

Globally, many popular brands have started to acknowledge the psychological impact of their messaging and use their influence for broader societal benefit. For example, Dove’s Self-Esteem Project goes beyond promoting beauty products. It provides workshops and online resources to improve body confidence among young people. Similarly, Nike campaigns frequently highlight themes of resilience, inclusivity, and social justice, linking their brand identity to empowerment rather than consumption alone. Even entertainment-focused brands such as LEGO promote creativity and learning, demonstrating that brand influence can extend into social and cognitive development. When brands consciously acknowledge their responsibility, their reach can inspire behaviour and norms beyond transactional engagement.

In the South African context, brands and organisations are increasingly taking similar steps. Campaigns like #BreakingTheStigma by Janssen Neuroscience, the South African Depression and Anxiety Group (SADAG), and the South African Society of Psychiatrists (SASOP) encourage open conversations about mental health, reducing shame and promoting help-seeking behaviour. Even retail brands such as Woolworths and Pick n Pay have launched initiatives emphasising wellness, sustainability, and community support, showing that their influence extends beyond products into environmental responsibility and addressing societal challenges.

This evolving approach by brands sets the stage for personal responsibility as consumers. While marketers increasingly acknowledge the potential harm of unchecked messaging and actively foster positive influence, consumers also play a role in navigating this landscape, deciding how to interact with brands and reclaim control over their attention and wellbeing.

Understanding how brands shape perceptions and behaviour allows us to interact mindfully, reclaim our attention, and ultimately strike the balance between influence and control. Mental health awareness is empowering, but it requires action.

You can regain control over marketing influence with intentionality and balance through four practical strategies:

• Mindful media consumption: Pay attention to how content affects your mood and energy. Limit exposure to channels that induce stress or comparison.
• Curate your digital environment: Follow accounts and brands that align with your values, and mute or unfollow those that don’t.
• Set digital boundaries: Schedule phone-free periods or digital detoxes to break compulsive loops of engagement.
• Reflect before buying: Ask yourself whether a purchase aligns with your needs, values, or long-term goals, rather than buying on impulse.
• Prioritize self-care: Balance online consumption with activities such as exercise, hobbies, and social connection, that nourish your mind, body, and relationships.

Balance is not about avoiding marketing entirely. It is about interacting consciously, reclaiming attention, and protecting mental well-being.

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Marketing is a powerful force that shapes not only what we buy but also how we think and feel. Its influence is subtle yet pervasive, touching our brains, identities, and daily decisions. However, with awareness and intentionality, we can shift from being consumed to being in control.

At Milpark Education, our work goes beyond teaching the mechanics of marketing. We prepare students to critically examine its impact on society and build campaigns that balance creativity with care. The future of marketing is not just about selling products; it’s about protecting the minds and wellbeing of the people we serve.

Explore Milpark’s School of Commerce and develop the insight, strategy and emotional intelligence needed to create campaigns that connect with people, not just consumers.

Take back control. Apply now for 2026.