The media industry has a problem with mental health—both within the sector’s workforce and what gets fed to punters at home watching, reading or listening. That’s the view of Matt Purcell, founder of digital and personal branding agency, KYU Media and 2023 Sydney Young Entrepreneur of the Year for media. Here’s what he thinks needs to change.
In 2024, the mental health landscape within the Australian media, marketing, and creative sectors is in crisis.
High rates of burnout, anxiety, and depression are not just statistics; they reflect a massive challenge and a challenge that needs us to pay attention and act immediately.
The Media’s Role in Shaping Mental Health
As media professionals and creators, we wield significant influence over public perceptions of mental health.
Australians spend over six hours a day consuming various forms of media, and what we produce shapes their understanding of mental health issues.
We, as an industry, have a responsibility to create content that not only informs but also uplifts audiences. We need to stop thinking of audiences as just audiences and start thinking of them as people.
I’m a big believer in the power of story, and in my belief system, authenticity is crucial.
Vulnerable and honest storytelling invites audiences to engage with the complexities of mental health in a relatable way.
The most powerful stories are those that reflect truth and empathy. These stories help to create and foster a culture in which mental health can be openly discussed and supported.
Championing Awareness and Action
Recently, I had the privilege of presenting the Media and Arts Award at the Mental Health Matters Awards, where we celebrated businesses and individuals who are making a difference in mental health advocacy.
Having the opportunity to present this award to the “A Good Mind To” podcast — which addresses critical issues like domestic violence, drug use, and suicide—was something I’ll remember for a long time.
This podcast resonates deeply with its audience because it reflects authentic struggles and fosters meaningful conversations. Sharing these stories reminds us we’re not alone and encourages connection and understanding.
Let’s do more of this!
Acknowledging the Crisis
However, before we do anything else, we need to acknowledge the current crisis.
Burnout–which can be significantly influenced by and in turn, play a significant role in mental ill health–is a pervasive issue that impacts media professionals at all levels.
It reveals a troubling culture that often prioritises productivity over well-being.
The 2024 Mentally Healthy Survey released in August showed that 70 per cent of professionals in the media, marketing and creative sectors have experienced burnout in the past 12 months.
Burnout is more common among younger media professionals, aged 30 and under.
There are many reasons for this, including limited life and professional experience, and less developed coping strategies. Research also shows that this age group, driven by pressures to adapt to new technologies and achieve work-life balance in demanding environments, experiences more anxiety and depression than their older colleagues.
Additionally, the competitive media landscape pushes under-30s to advance their careers quickly, leading to overwork.
Their differing work expectations and lack of established support networks further contribute to their stress and vulnerability.
So, what can we do?
1. Create a supportive work environment:
Creating a supportive work environment is essential for mental well-being.
Some simple examples of creating a supportive work environment include offering flexible work arrangements, which can help professionals achieve a healthier work-life balance, reducing stress and preventing burnout.
When organisations prioritise well-being through adaptable practices, they not only enhance individual health but there is evidence that this also boosts a team’s overall productivity and creativity.
2. Value Boredom
Our obsession with being productive every second has to stop.
It’s killing creativity and mental health. Research from the University of Central Lancashire shows that taking breaks and letting our minds wander actually improves creativity.
This isn’t just feel-good advice—our brains need downtime to function properly.
My tips to help us all value boredom and give our brains the downtime they need are as simple as:
Disconnecting for at least 10 minutes a day.
Putting the phone down, closing the laptop, and giving our minds room to breathe.
If we do these, we’ll hopefully all come back sharper and less likely to burn out.
3. Get Back to Real Human Contact
Digital ‘connection’ is a lie.
Real human interaction is what we need, not more screen time.
Harvard’s 75-year study on happiness proves relationships keep people happy and healthy, not endless emails or Zoom calls.
Relying on digital communication only leads to loneliness, anxiety, and stress.
And according to Microsoft, screen fatigue is real. We need to get back to face-to-face meetings, casual conversations, and real-time interaction with our colleagues. We’ll all feel better in the process.
A Call to Action – for media and creative industries
Looking to the future, it’s so important that as an industry, we refocus our approach to mental health.
This means cultivating a culture of awareness, empathy, and authenticity. We must advocate and create content that educates inspires, and challenges ourselves, our colleagues, our peers and the wider industry to produce work that uplifts and supports mental health.
Our industry is experiencing a mental health crisis, and it’s time for our leaders, the content shapers, and all our colleagues to commit to not only recognising this but also addressing it.
We have a superpower as media and creative professionals. We can genuinely use our platform to drive and influence conversations and culture.
By embracing our role in shaping the conversation around mental health, we can positively impact the collective well-being of many communities.
Let’s create and share stories that matter, fostering a healthier dialogue about mental health in Australia. Together, we can make a lasting difference.
