Addressing Barriers to Mental Health Wellness: Prescriptions for Marketing

The rising number of adults living with emotional and mental health challenges is a growing concern. This research examines specific barriers that may preclude individuals from achieving mental health wellness. A model (n = 382) is tested using individuals from the millennial generational cohort to outline key factors that contribute to negative behaviors and barriers that impede mental health engagement. Findings indicate that perceived stigma related to mental health conditions is negatively associated with mental health engagement and positively related to efforts to self-treat by using consumption to manage emotional distress. Trust in a mental health care provider is positively related to interest in seeking help for a mental health condition (motivation) and mental health literacy (ability). Furthermore, interest in seeking help, mental health literacy, and access to mental health services (opportunity) are also positively related to mental health engagement. The authors offer prescriptions for social marketing and public policy to help reduce obstacles to mental health wellness and to encourage the consumption of mental health services. These recommendations are put forth with the intention of heightening mental health engagement and increasing mental health care access such that consumer and societal well-being are enhanced.