Depression and Burnout in Your Target Audience: Marketing Tips for a New Era

Marketing and psychology are intricately linked. To truly understand our customers, we need to analyze behavioral factors, motivations, barriers, and fears. But an often-overlooked factor that deserves attention is sociology.

This morning, I took a walk with Andrei Baumaister—in the figurative sense. His lectures fascinate me, not only with his eloquent language but also with the depth and beauty of his insights. Every time, I’m drawn into a world of reflection, and today, I’d like to share one of these perspectives.

We live in a post-disciplinary society. Understanding this shift can open new avenues in marketing.

Current Trends

According to the World Health Organization (WHO), over 320 million people globally are living with depression, making it one of the leading causes of disability worldwide. The economic impact is staggering, with productivity losses exceeding $1 trillion per year. And this trend is only growing.

Why is this happening? Much can be attributed to changes in society as we move toward a post-disciplinary structure.

1. Breaking Out of Closed Environments

French theorists Michel Foucault and Pierre Bourdieu described how individual identities were shaped in “closed” environments—family, community, institutions. Technology, social media, and global connectivity have dissolved these boundaries, exposing people to a vast array of perspectives and norms. This “unlocking” allows for more fluid, multifaceted identities.

Marketing Tip: Tap into the desire for belonging. Form communities around your brand—VIP tiers, ambassador programs—to foster connection and group identity without outdated clichés.

2. Blurring Lines Between Social Institutions

For example, the boundary between work and personal life is becoming less defined. Separating these areas is challenging—some may question whether it’s even possible today.

Marketing Tip: Offer customers a sense of balance and help them integrate lifestyles holistically.

3. New Forms of Control

We live in an era of unprecedented control, invisible yet omnipresent.

Marketing Tip: Encourage autonomy and freedom of choice. Use expert insights and subtle nudges to help clients make their own decisions, with options for personalization through dashboards or tailored spaces.

4. The Pressure of Constant Innovation

“Update or perish”—a mantra for businesses but a source of stress for individuals, who feel pressure to self-optimize constantly. This relentless drive takes a toll on well-being.

Marketing Tip: Remind customers they are “already enough.” Simplify paths to new tech and improvements with clear guides, easing the way.

5. Fluid Social and Value Systems in a “Liquid Society”

As cultural norms shift, we face a loss of stable ideals and values.

Marketing Tip: Choose KOLs and ambassadors with care, align firmly with brand values, and keep an open dialogue with your audience to maintain trust and resonance.

A New Kind of Pressure

In disciplinary societies, mental health issues often stemmed from conflicts between external expectations and personal desires. Today, the tension is between our own high expectations and what’s actually achievable. People feel overwhelmed, unfulfilled, and even guilty about unmet goals.

Understanding the social emotional landscape enables us to connect deeply with our audience. Beyond surface demographics, this knowledge offers a way to truly resonate.

And with 320 million people globally affected by depression, ask yourself—are they part of your target audience?