When stigma surrounds a topic or category, there are a tension that exists to help build brand that can make a difference. Listen saw this in 2012 around mental health. A topic, often brushed under the rug, began to see a movement in culture. An opportunity emerged for a brand to take a fresh perspective, bring people and culture into the conversation, remove the stigma and provide solutions. The brand was Calm, a nascent idea in 2012 that recently became the firstMental Health Unicorn. Mental health is now a serious priority among consumers and therein lies a behavioral shift that we thought would be interesting to dive into.
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