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Mind empowerment and brand purpose:brands’ role in mitigating mental health stigma and supporting psychological disabilities

Year: 2024

Type: article

Abstract: Brands are nowadays called to address societal issues and define their purpose beyond profit. We introduce the concept of mind empowerment, urging brands to support mental health positively. However, how to manage brands more ethically and develop value from moral interventions are still open questions. Accordingly, this paper discusses mind empowerment’s managerial applications, tools, and added value for brands, identifying four dimensions (spectrum, interconnection, support, and sharing) linked to ethical strategies for brand and societal value. Finally, we provide implications for scholars and practitioners, identifying specific challenges.

Source: Bristol Research (University of Bristol)

Authors: Scarpi, Daniele, Lalaounis, Sotiris T, Gamberini, Marco

Institution: University of Bologna

Language: English

Topic: Corporate Social Responsibility and Sustainability

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W7135454023

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