Should brands activate around blue monday?

It’s nearly #BlueMonday – what many consider to be the most depressing day of the year. Historically, this has been seen by brands as an opportunity to drive a bit of conversation.

What started out as a PR play – coined by Sky Travel in 2005 and calculated by factors including weather, debt levels, time since Christmas and motivation levels – has recently adopted a more serious tone, with a rise in mental health charities using the day to bring attention to the depression, stress and isolation felt by many at this time of year.

This evolution brings with it many a debate about whether it’s appropriate for brands without legitimate right to play in this space to activate at this time, or if they run the risk of coming across as tone deaf for leveraging a day, very much linked to mental health, for their own commercial gain.

On the other side of the coin, some may argue Blue Monday presents an opportunity to spread a bit of positivity on a day when consumers might need it more than ever.

So, what should be considered before activating around Blue Monday?

The first thing to remember is to check in with current consumer sentiment ahead of Blue Monday. Run social listening to understand how people are feeling and where a splash of joy or support might be most needed.

Ask yourself – “Do we have a right to play in this space?” If you choose to activate, it must be authentic, relevant and mindful of the fact many people may be really suffering.

Consider what genuine positive value you can bring to consumers at this time. If people are feeling low, is there something you can offer, as a brand, to make an actual difference? Don’t use this as an opportunity to simply win some attention or push a brand message; think about what your audience can get out of it. Ultimately, leave the commercial gain at the door.

And with that, choose depth over tokenism. Think about what you’re offering and make sure it has substance and is something your audience is actually seeking. Even better if it can be something with a longer-term benefit as opposed to just for that one day.

Remember, this isn’t just a calendar hook for a brand to jump on anymore. If you haven’t got a reason to be vocal at this time, you run the risk of coming across as insincere. However, when done right and by a brand with genuine relevance, it’s a moment when you can drive some meaningful emotion with your audience.

Written by Associate Director, Shannon Serrao