The Mental Wellbeing Paradox: ‘Feel Good With Fiama’ Mental Wellbeing Survey 2024

~While 83% of the surveyed individuals believe mental health issues are nothing to be ashamed of, 81% feel ashamed of telling others that they are taking therapy~

India, 2024: With mental health conversations gaining traction, ITC’s ‘Feel Good With Fiama Mental Wellbeing Survey 2024’ marks its 4th year by exploring the perceptions and realities of mental health in India. Commissioned with NielsenIQ, the survey unveils the awareness, attitude and behavioural landscape for mental wellbeing in India. It reflects progressiveness in acknowledging the need for mental wellbeing while also indicating the persistent barriers in accessing professional support.

Despite growing awareness, many individuals still struggle in silence, hesitant to openly discuss their emotional well-being or seek professional help. There is a tendency to downplay struggles, or a belief that seeking help is only for those experiencing severe mental illness. This often leads to delaying professional support. This disconnect between awareness and action raises a crucial question: Why, in an age of information and acceptance, are so many still hesitant to embrace therapy as a path to genuine well-being? The survey delves into this question further and reveals the paradox. 

 

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. While we are becoming more accepting of mental health issues in general, the act of seeking help still carries a heavy weight of perceived societal judgment. This inherent fear of judgement prevents individuals from having open conversations about their mental well-being hindering access to support.

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.

Key findings of the survey: 

 

Mental Wellbeing • Cost is a barrier to therapy, with 77% of surveyed individuals finding therapy expensive. In addition to this, 74% do not go for therapy as health insurance does not cover mental health services.

• 55% believe therapy is for the weak, highlighting the enduring stigma surrounding mental health support.

• 83% respondents believe that youth report experiencing more anxiety and fear of change than older generations, emphasizing the unique pressures faced by younger demographics.

• 82% of the surveyed individuals believe that it takes a lot of effort to find the right therapist. 

• 82% of the participating Gen Z believe people miss out on spotting the symptoms of mental health concerns, indicating a need for greater awareness and education. 

• 69% of the surveyed individuals feel issues with mental wellbeing negatively impacts their health condition.

• 65% of the surveyed individuals feel issues with mental wellbeing negatively impacts their sleep.

Work & Career • 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 working 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. 

Lifestyle & Relationships • 64% of surveyed Gen Z feel that issues with mental well-being negatively impact their relationship with friends

• 55% of surveyed Millennials feel that issues with mental wellbeing negatively impact their relationships with their spouses.

• 50% of the surveyed individuals confide in their parents if they were to undergo therapy. There is no difference in Gen Z and Millennials in this regard.  

• Among the surveyed individuals in the top 4 metros, pressure due to toxic relationships impacts mental wellbeing the most in Bangalore at 41%

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 the 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. https://www.fiama.in/feel-good

"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 wellbeing a priority by fostering a culture of openness and acceptance.