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The importance of mental health continues to gain recognition, as reflected in ITC’s ‘Feel Good With Fiama Mental Wellbeing Survey 2024.’ This year marks the fourth iteration of the survey, commissioned with NielsenIQ, and it delves into the perceptions and realities surrounding mental health in India.
The survey reveals that 69 per cent of participants feel that issues with mental wellbeing negatively impact their overall health condition, while 65 per cent report that these issues affect their sleep. Among Gen Z respondents, 82 per cent believe people often miss the symptoms of mental health concerns, indicating a need for increased awareness and education.
Despite the growing acceptance of mental health conversations—83 per cent of respondents acknowledge that mental health issues should not be a source of shame—81 per cent feel embarrassed to disclose that they are receiving therapy. This dichotomy underscores the societal stigma that still exists around seeking help, leading to a reluctance to engage in open discussions about mental well-being.
Key findings from the survey include:
A significant 77 per cent of participants consider therapy to be expensive, serving as a barrier to accessing mental health services.
55 per cent believe that therapy is only for the weak, highlighting the persistent stigma associated with mental health support.
83 per cent of respondents feel that younger generations report experiencing more anxiety and fear of change compared to older generations, shedding light on the unique pressures faced by youth.
Additionally, 82 per cent of participants believe it requires considerable effort to find a suitable therapist.
The survey also found that there is a growing acceptance among close social circles, with 80 per cent of participating Gen Z believing their parents would support them in therapy. Furthermore, a notable 52 per cent of Gen Z respondents suffering from mental health issues or having family members facing similar challenges are now open to online counselling—a significant increase from 36 per cent last year.
To address these barriers, ITC Fiama, through its ‘Feel Good with Fiama’ initiative, partners with The Minds Foundation to offer subsidised virtual therapy with qualified professionals at an affordable rate of Rs 300 per session. Sameer Satpathy, Divisional Chief Executive of Personal Care Products Business at ITC Limited, stated, "The ‘Feel Good with Fiama’ initiative resonates deeply with our brand purpose. We understand that the journey to mental well-being can be challenging, and this year’s survey reveals many barriers to therapy like high costs and stigma. Our commitment is to make therapy more accessible and affordable."
Additionally, the survey highlights the significance of incorporating healthy coping mechanisms into daily routines. Practices such as yoga (29 per cent), meditation (31 per cent), and physical exercises (30 per cent) are common among participants seeking to de-stress, with 36 per cent finding solace in music.
