Op-Ed: Mental Health as Awareness or Aesthetic?

@ Medium

“It’s okay to not be okay.”

You’ve seen the phrase splashed across Instagram posts, pastel sweatshirts, and self-care journals. Celebrities open up about anxiety in front of cameras. Brands remind you to “take a break.” Influencers post tearful selfies with captions about healing and growth.

At first glance, this wave of mental health visibility seems like a win. For decades, mental illness carried a heavy stigma, and conversations were shrouded in shame or silence. Now, mental health is mainstream—and that should be a good thing.

But a growing number of people are asking:

Has mental health awareness become more performance than progress?

Are we raising real support—or just branding pain in pretty fonts?

From Stigma to Spotlight

It’s true: society has come a long way. Once taboo, mental health is now openly discussed in classrooms, boardrooms, and newsrooms. Gen Z, in particular, has been at the forefront of destigmatization—willing to talk about depression, therapy, ADHD, or trauma in ways previous generations could not.

According to a 2021 report from the American Psychological Association, more than 70% of Gen Z respondents said they had experienced symptoms of depression or anxiety over the past year, and many cited social media as both a coping mechanism and a source of stress.

This visibility matters. It can help people feel less alone, seek support, and push for mental health resources. But visibility without depth—and without access—can create a hollow form of awareness.

The Rise of “Wellness-Washing”

In the same way that Pride or feminism can be co-opted for profit, mental health has become a branding opportunity. Corporations now frame self-care as a product. Want to manage your anxiety? Here’s a $60 weighted blanket. Feeling burned out? Try our lavender-scented luxury candle.

This phenomenon—sometimes called “wellness-washing”—involves marketing mental health as a lifestyle rather than a serious health issue. While there’s nothing wrong with journaling or aromatherapy, these surface-level fixes can overshadow the systemic issues that contribute to poor mental health: poverty, discrimination, burnout culture, climate anxiety, trauma, or lack of healthcare.

It’s easier to sell a mindfulness app than it is to advocate for universal mental health care.

Performative Awareness vs. Real Support

During Mental Health Awareness Month, many companies post motivational quotes, but how many offer mental health days or flexible work policies? How many ensure that their insurance plans cover therapy—or support their employees when they’re struggling?

Mental health has become a marketing buzzword, and while the aesthetic is comforting—muted colors, gentle language, softly lit TikToks—the commodification of healing can feel alienating to those who are deeply struggling.

It creates pressure to package your pain into something palatable. If your mental illness isn’t “pretty,” relatable, or easily solved by a bath bomb, it’s often ignored.

What True Mental Health Advocacy Looks Like

To move beyond aesthetics, we need to demand structural change:

• Accessible and affordable mental health care for all

• Mental health education in schools that includes trauma, grief, and coping—not just stress relief tips

• Workplaces that value mental well-being through paid leave, flexible hours, and psychological safety

• Support for marginalized communities, especially those most at risk

• More inclusive media that reflects the full spectrum of mental health experiences—not just the digestible ones

Self-care can be a bubble bath or a walk in nature—but it’s also therapy, community, medication, setting boundaries, or asking for help when it’s terrifying to do so.

Final Thoughts

Let’s Keep Talking—but Do It Right

We shouldn’t stop talking about mental health. In fact, we should talk more—louder, deeper, and with greater nuance. But we also need to recognize the difference between awareness that comforts and awareness that challenges.

Mental health isn't a trend. It’s a human right. And it deserves more than hashtags, merch, or slogans.