Whether commuting on the train, running in the park or sitting at your desk, Mintel’s podcast series ‘Little Conversation’ brings you fresh ideas, bold innovation and data-driven intelligence.

Following World Mental Health Day (10 Oct.), we reflect on what mental wellness means to consumers. While eating right and exercising were once considered the recipe for a balanced lifestyle, there’s been a shift towards more holistic approaches. As levels of anxiety and stress increase, people across the globe are opening up about their struggles, starting conversations around mental wellbeing. Brands are looking to connect with consumers on a deeper level through campaigns, services and products designed to help them get in touch with their emotions. But how can they ensure their commitment is perceived as authentic and credible?