Puja Bachhuka

REPORT ON UNDERSTANDING THE CHANGING ATTITUDE & BEHAVIOUR OF PEOPLE TOWARDS MENTAL WELLNESS 01 RESEARCH SPECIFICS 02 TABLE OF CONTENTS FINDINGS ON UNDERSTANDING MENTAL HEALTH & KEY TRENDS 03 TARGETING – WHO, HOW AND WHAT 04 FINDINGS ON MENTAL HEALTH DURING LOCKDOWN 05 APPENDIX 2 RESEARCH SPECIFICS 3 Copyright © 2017 The Nielsen Company. Confidential and proprietary. BACKGROUND • Client wanted to understand the changing attitude and behaviour of people towards mental health/ mental wellness • In this regard we conducted an online research to understand mental health and the attitude, perception and experience towards mental well-being • This report outline the findings of the research conducted 4 OBJECTIVES UNDERSTANDING OF MENTAL HEALTH AND KEY TRENDS To understand : • General understanding of mental health • Impact of social media on mental health • Attitude and Perception towards mental health • To understand how people deal with Mental Health Issues IDENTIFYING THE THE CORE TARGET AUDIENCE UNDERSTANDING MENTAL HEALTH DURING LOCKDOWN To identify the core audience and to understand the activity to be done, the priority topics to be focussed on and how to do the same To understand the impact of lockdown on emotional and mental well being 5 RESEARCH DESIGN AND METHODOLOGY Online Research was done for this study where study link was prepared and shared with respondents to fill the survey SAMPLING METHOD Panel Sampling was done where the respondents were recruited from a database of consumers LENGTH OF INTERVIEW The length of the interview was kept at 20 minutes 6 FINDINGS ON UNDERSTANDING MENTAL HEALTH AND KEY TRENDS • General understanding of mental health • Impact of social media on mental health • Attitude and Perception towards mental health • How are people dealing with mental health issues 7 NOW, LET US UNDERSTAND THE EXTENT OF AWARENESS AND CONVERSATION ABOUT MENTAL HEALTH ~80% people do not believe there is adequate conversation about mental health, belief higher among Females and 36-45 age group people. In small towns requirement for conversation lower AWARENESS AND CONVERSATION RELATED TO MENTAL HEALTH Awareness for Mental Health ALL Metro Cities TLP Cities FLP Towns 18-25 Yrs. 26-35 Yrs. 36-45 Yrs. Male Female Current level of conversation and awareness about mental health is not adequate 77 77 80 71 73 73 85 70 81 Current level of conversation and awareness about mental health is fine 23 23 19 29 27 27 15 30 19 Now Let us compare Mental Health and Physical Health Highlighted are significantly higher vs. All (@95% CI) All values in % unless mentioned 8 WHAT IS MORE IMPORTANT– PHYSICAL HEALTH OR MENTAL HEALTH? Mental health being more important is higher among people in Mumbai (54%) and among 36-45 age group people MENTAL HEALTH vs. PHYSICAL HEALTH FOR OVERALL WELL BEING 56 - 9 Metro Cities - 41 34 39 47 37 44 15 Mental Health is not as important as physical health for overall well being All 54 45 43 Mental Health is as important as physical health for overall well being TLP Cities FLP Towns 18-25 Yrs. Mental Health is more important than physical health for overall well being 26-35 Yrs. 36-45 Yrs. Male Female Despite mental health perceived to be critical, there is a lack of awareness and conversation around the same 36-50 age and Females come out as a group who feel mental health is more critical yet there is not enough conversation Highlighted are significantly higher vs. All (@95% CI) All values in % unless mentioned 9 KEY TRENDS IMPORTANCE OF MENTAL HEALTH  Even though mental health is felt to have as much importance as physical health, the current level of awareness and conversation on mental health issues is insufficient  Healthy proportion of people feel that mental health issues starts at an early age  Problems on mental health are being addressed both by consultation of therapist and self initiatives MIDDLE AGED PEOPLE, WOMEN AND PEOPLE OF BANGALORE AND MUMBAI  Associate more with mental health problems but feels there is not enough conversation and awareness around the same  Feel to a higher extent that mental issues surely needs medication and prefer visiting therapist for medication  Have a higher acknowledgement and acceptance for mental health problems YOUNGER AGE GROUP AND STUDENTS  They think mental health is important but not given at least equal importance to physical health in our health care system  They feel issue starts at a much early age SMALLER TOWNS AND KOLKATA  In smaller towns and Kolkata, acknowledgement and acceptance of mental health related issues is lower, indicating people are still not considering mental health problems as severe as physical health problems SOCIAL MEDIA  Social media coming out as a key problem causing mental stress/ mental illness, particularly higher in metro cities and among 18-25 age group 10 THANK YOU 11