Hidden Behind the Mask: Mental Health in Marketing

In a world where trends change overnight and success is measured by clicks and conversions, are we really taking care of the mental health and wellbeing of our marketers?

Sadly, there are still too many businesses who do not take marketing, or its marketers seriously, believing that marketing is sharing the odd social media post, the art of coordinating logos on to merchandise and the attendance of a boozy event or client lunch – I wish! This lack of understanding and ignorance often means that as marketers our struggles are not being heard.

The truth is, our industry thrives on innovation, hustle and high-performance; the perfect breeding ground for anxiety, burnout and creative fatigue. But are we given enough space to speak up and be taken seriously? From personal experience I’m saying “not”, not yet - so it’s high time that we take the people behind the narratives as seriously as the narratives they create.

When the Mask Slips: My Personal Journey Through Micromanagement, Burnout and Rediscovering Boundaries

Working for a niche law firm that was acquired by a larger, high-profile firm, it should have been an exciting career step; a bigger role, new opportunities and a chance to prove myself on a larger scale – the reality was quite different.

During the acquisition period, I found myself wearing two hats: continuing to deliver in my existing role, whilst also taking on a more demanding role in the acquiring firm. Two staff members down, no onboarding, no support, no roadmap. In addition, I was also facing major surgery. I wasn’t coping, so I did what we are told to do, I spoke up. I told my manager that I was struggling with the workload and that the anxiety around my surgery was becoming overwhelming. I came prepared with a plan of what I could realistically manage before my operation. Her response? “Well, you’re clearly not happy in your role.” I tried to explain, it wasn’t about happiness, it was about capacity and support, but the same dismissive response came back leaving me unheard, invalidated and sinking further into stress.

After surgery I returned, hopeful that with TUPE completed, I could finally settle into the new role, learn the ropes and get the support I had been promised, but this was not the case.

I was handed an exciting project; the planning and delivery of a high-profile event which, due to my experience in event management, I could have managed with my eyes closed. But instead of trust, I was micromanaged at every step, every decision questioned and every task scrutinised. My stress and anxiety skyrocketed, my confidence plummeted and burnout crept in. I pushed on, because that’s what we do, right?

Fast forward four months and the event was a success by all measures. Glowing feedback, personal thank-yous from stakeholders and delegates, but from my manager, nothing - not even a basic acknowledgment.

By then the damage was done. The promised support still hadn’t materialised, the workload only intensified and I was completely burnt out and signed off work by my GP with stress and anxiety for a month. I protested, “I won’t need the whole month!" But Doc was right, I needed that month - and more. Space to breathe, heal and reflect.

That time off forced me to ask myself the hard question: “What’s more important, what do I need right now? The job, the salary, the recognition to further my career, or my mental and physical wellbeing?" I chose the latter. Because when the mask slips, understanding where to draw the line, especially when you’re not being heard, is not weakness, it’s survival. It’s self-respect. It’s essential.

Reflections from behind the mask:

Speaking up is brave, but not everyone will listen Feelings and limits are valid, even when others dismiss them Micromanagement erodes trust, confidence and creativity It's not about control, it's about support, autonomy and respect Burnout often whispers before it screams Pay attention to early signs such as exhaustion, dread and loss of joy Stepping away is sometimes the most courageous act Choosing your well-being over a toxic environment is not giving up, it’s taking back your power Boundaries are an act of self-care, not selfishness Boundaries should not be optional, they are a form of self-respect and self-preservation Choose yourself Walking away from a role, company, or culture that is damaging your mental health is not being dramatic, it’s self-care

The Struggle is Real

The pressures from producing glossy campaigns and endless content creation can have a significant impact on mental health. Whether you’re a marketing solopreneur, SMB, or work for a larger organisation, burnout, imposter syndrome, creative fatigue and pressures from social media are often the catalyst for declining mental health in the workplace.

So how can we protect ourselves?

Normalise and encourage mental health conversations Talk to friends, colleagues, your boss. If the first person isn’t listening, find someone who will

Set clear boundaries Respect personal time and discourage hustle culture

Redefine success Focus on sustainable impact, not vanity metrics

Encourage creativity breaks Take time for reflection Access support There is no shame in asking for help. It could be something small like asking for, or taking a mental health day

The truth is, when marketers feel safe, valued and supported, we do our best work. Our industry becomes more innovative, sustainable and human… and who wouldn’t want that?

Pushing the Mental Health Narrative: How Marketers are Shaping the Conversation

One small step we as marketers can all do towards supporting our own mental health, is to push the narrative through brand storytelling.

Brands today are not just selling a product or service, they are shaping societal conversations, including those around mental health.

When done right, marketing can play a powerful role in breaking stigma and driving change. More so than ever, clients are looking to work with brands who take Equality, Diversity and Inclusion (ED&I) seriously, so it is our role as marketers to encouraging and influence the brands we work for [or with], to do the same.

But, with influence comes responsibility – and dropping a mental health or LGBTQ post an awareness month or week isn’t it. Brands needs to:

• Show up authentically all year round, not just during awareness months/weeks

• Represent mental health experiences with honesty and vulnerability

• Focus on purpose over profit

• Use ethical, empathetic messaging

• Create a safe online presence
  

In short, clients expect brands to walk the talk and if we as marketers can help shape the conversation, we’re not only protecting our industry, but our own mental health too. _________________________________________________________________________________________________________

If you are looking to incorporate Equality, Diversity and Inclusion (ED&I) into your brand storytelling, let’s talk: hello@youmarketing.co.uk