With mental health conversations gaining traction, ITC’s ‘Feel Good with Fiama Mental Wellbeing Survey 2024’, commissioned with NielsenIQ, in its 4th year unveils the awareness, attitude, and behavioural landscape for mental wellbeing in India.
Despite growing awareness, many individuals still struggle in silence, hesitant to openly discuss their emotional well-being or seek professional help. While 83% of the survey participants believe mental health issues are nothing to be ashamed of, 81% feel ashamed of telling others that they are taking therapy.
The survey further reveals that 90% of respondents would appreciate better work-life balance policies. Thus, employee well-being, implementing supportive measures, and fostering a healthier work environment is gradually gaining momentum in organisations across the country.
Among the surveyed individuals who have experienced stress at workplace, 90% would appreciate better work-life balance policies.
21% of participating Gen Z identify work-life imbalance as a major contributor to their mental health concerns.
Among the surveyed individuals who are suffering or have family members suffering from mental health issues, there is a notable increase in the adoption of online counselling at 46% as compared to 33% last year.
42% of the surveyed individuals feel that their worry about career decisions negatively impacts mental wellbeing.
Among the surveyed individuals who have experienced stress at workplace, 71% feel that they suffer a burnout to live up to societal standards of success.
Additionally, the survey highlights that 42% of respondents indicate that career decisions also negatively impact their mental wellbeing. This finding emphasizes the importance of managing work-related stress since it has the ability to permeate various aspects of an individual's life.
Cost is a major deterrent to seeking therapy, with 77% of survey participants finding it expensive. Virtual therapy is a more accessible and affordable alternative. Notably, among the surveyed individuals who are suffering or have family members suffering from mental health issues 52% of Gen Z are now open to online counselling, which is a significant increase from 36% last year, highlighting the growing comfort with digital solutions for mental health support. ITC Fiama, through its 'Feel Good with Fiama' initiative, in partnership with The Minds Foundation provides subsidized virtual therapy with qualified professionals making therapy more accessible and very affordable at INR 300/- per session.
This year's survey also reveals 80% of the participating Gen Z believe their parents would support them in therapy. There is a growing acceptance among close social circles and is a step towards normalizing mental health conversations.
"The ‘Feel Good with Fiama’ initiative resonates deeply with our brand purpose," said Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited. "We understand that the journey to mental well-being can be challenging, and sometimes even knowing where to start can feel overwhelming. This year’s survey revealed the many barriers to therapy like high cost, stigma, and difficulty in finding the right therapist. This insight fuels our commitment to making therapy more accessible and affordable through Fiama’s Virtual therapy Clinic in partnership with the Minds Foundation. It is encouraging to see the progressive attitude towards understanding, acknowledging, and addressing mental wellbeing.”
While professional help is crucial for addressing mental wellbeing, the survey also highlights the importance of incorporating healthy coping mechanisms into our daily lives. 29% of the surveyed individuals turn to practices like yoga, 31% to meditation, and 30% to physical exercises like playing sports, dancing, gym, walking, etc. to de-stress. 36% find solace in the soothing power of music. ITC Fiama is working towards making mental well-being a priority by fostering a culture of openness and acceptance.
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