A 21-year-old scrolls through her social feed, scrolling past videos until she sees a post from a creator about how therapy has changed her life. A 68-year-old woman sits with her morning coffee and reads an article about depression and recovery in AARP Magazine. Both women come away with the same message that help is available and works, but they got there in completely different ways.
This moment reflects a truth that many health communicators overlook: The mental health crisis spans generations, but the way people engage with mental health content is deeply shaped by age, experience, and culture.
Why Generational Perspective Matters
Mental health issues affect all demographics. According to current data, one in five American adults live with a diagnosable mental health problem, and more than half never receive treatment. Among adolescents, nearly 40 percent report persistent feelings of sadness or hopelessness. But how we talk about mental wellness, and especially who we listen to, differs significantly between generations.
Gen Z and millennials often discuss mental health openly, using digital spaces as lifelines. They exchange coping advice, advocate for therapy, and normalize seeking support. Generation X and Baby Boomers grew up in an era where vulnerability was considered weakness. Their approach to mental health tends to be more personal and trust-based, often turning to doctors, clergy, or family for guidance.
In other words, the message “you are not alone” resonates differently depending on who is delivering it and how it is shared.
The messenger counts as much as the message
In healthcare marketing, reach is often confused with relevance. A message that resonates with a millennial mom on Instagram might never reach a baby boomer grandmother who relies on her primary care doctor for health information. A podcast about burnout may appeal to Gen X professionals, but miss the mark with younger audiences who prefer easy-to-digest, visual content.
The difference is not just in platform preference, but also in tone, trust, and messaging. Gen Z responds to peers who share openly. Baby boomers trust institutional authority and expert advice. Millennials appreciate relatable stories that connect mental health to real-life balance. Generation X is looking for data, convenience, resources and tangible tools.
When healthcare marketers recognize these distinctions, their campaigns do more than build awareness, they build connections and actions.
Meet people where they are
Reaching generations does not require reinventing each message. This requires translating the same fundamental truth, that mental health care works and is available, into a language and delivery system that each generation understands best.
Generation Z: short video, creator advocacy, peer to peer
Millennials: podcasts, blogs and social conversations focused on family and balance.
Generation X: Linkedin articles, employer partnerships, webinars and practical tools.
Baby boomers: Direct mail, newsletters, radio spots and clinician-led training.
For mental health marketers, it’s less about segmentation and more about empathy. The goal is not to divide audiences, but rather to meet them where they are emotionally, culturally and digitally.
The future of connection
Mental health marketing sits at the intersection of science, storytelling, and social change. The opportunity to innovate lies in understanding how each generation listens, learns, and moves the conversation forward. Whether someone finds hope in a podcast, a doctor’s office, or a message that breaks stigma, the message remains the same, help works, and everyone deserves to hear it in a way that’s meant for them.
Photo: Malte Mueller, Getty Images
Mari Considine is the Director of Marketing and Communications at Acenda Integrated Health, where she leads brand, marketing, communications and engagement strategy. With more than 25 years of experience in healthcare and leadership, she strives to connect mission-driven work with meaningful public engagement. Mari is also an assistant professor of management at St. Francis College, where she teaches graduate-level courses in marketing, finance, and leadership. A frequent national speaker, she shares her insights on internal communications, brand culture and generational engagement at conferences across the country.
This message appears via the MedCity Influencers program. Anyone can post their views on healthcare business and innovation on MedCity News through MedCity Influencers. Click here to find out how.
:max_bytes(150000):strip_icc()/Health-GettyImages-2196514706-a174b7959b8d4073b7d4346a944dec29.jpg?w=390&resize=390,220&ssl=1 "4 supplements to avoid with blood pressure medications")
:max_bytes(150000):strip_icc()/GettyImages-1347519132-5988ca33ba8542edb7c678da9af035aa.jpg?w=390&resize=390,220&ssl=1 "Why can’t babies not have water?")
:max_bytes(150000):strip_icc()/10PopularHealthyFoodsThatCouldBeSabotagingYourWeight-final-56a47db741134915b9baf4787e30b4ac.png?w=390&resize=390,220&ssl=1 "10 “healthy” popular foods that could sabotage your weight loss progress")