Many in the media and marketing sector face stress regularly.
The Workforce Attitudes Toward Mental Health Report, commissioned by mental health app Headspace, found a lack of job stability is taking a toll.
For those in the media, marketing and advertising, 50% say their managers have a lack of understanding of ‘life outside work’. Drilling down into the Headspace app results, 12% of respondents say they feel a sense of dread about going to work every day, while 21% dread work at least once a week. Instability sparked by economic factors was a main cause, with 46% of those who dread work blaming unpredictable workplaces. Another 42% cite unreasonable expectations from managers.
Additionally, The real cost of burnout in Australia’s advertising and marketing industries , according to the 2022 Mentally Healthy by Unltd showed nearly half (46%) displayed mild to severe symptoms of depression and anxiety, and only 47% of people said they had enough time to do their work.
Mentally Healthy research, conducted by Never Not Creative and industry social purpose organisation UnLtd and supported by the Mentally Healthy Change Group, measures the levels of depression, anxiety and stress in the industry as well as the attitudes towards mental health in the workplace. Some 1,400 employees across the media, marketing and creative industry participated in the survey. Many respondents reporting long hours, unrealistic work expectations, without enough time to get projects done. Creative agency staff were more likely to experience depression than those in media agencies.
"Happiness is not something ready-made. It comes from your own actions."
- Dalai Lama
This quote highlights that happiness is a choice and a result of our actions. From a workplace perspective it suggests if we’re to create a happier, healthier environment it must be a conscious effort by all of us to make a difference. The long-term quality of the industries output depends on it.
Why is this so important?
A healthy and happy workplace culture delivers the following benefits:
- Happy employees.
Research by the Social Market Foundation shows that happier employees are about 12% more productive than their unhappy counterparts. This increased productivity is most evident in positive work environments where employees feel valued and heard. Happy employees also contribute to lower turnover rates, improved customer service, increased cost and time efficiency, fewer sick days, higher profits, and a positive company culture. To avoid higher turnover and burnout, management and team leaders should prioritise employee satisfaction and well-being.
- Strong & healthy culture.
A Glassdoor⁴ survey on the importance of work culture over salary showed that 77% of adults would consider a company’s organisational culture before applying for a job there. Since mental health is a top priority for every employee, no one wants to be in a company with a hostile work culture, especially since they spend the bulk of their time there.
- Higher job Satisfaction.
Harvard Business Review states 63% of employees are satisfied at jobs where they feel respected. More often than not, job roles reflect employees, and when leaders disrespect them, it is almost synonymous with insulting their identities. A toxic workplace ridden with disrespect for employees negatively impacts their productivity, affecting the company. According to the survey, 80% of employees who experienced disrespect spend significant work time reflecting on the act, thus reducing their productivity. Another 48% of employees deliberately reduce their work output, and in most cases, this resentment spilled onto unsuspecting colleagues and even customers.
- Improved productivity.
A study by the Journal of Personality and Social Psychology states that a bit of gratitude makes employees 50% more productive, especially when it comes from their manager or supervisor.
These statistics showcase our responsibility as industry leaders in creating a safe and supportive work environment is not just about employee well-being; it's the only way we’ll deliver long-term success of both our people, our bottom-line and most of all for our client partners.
“Creating a mentally healthy workplace should no longer be considered a peripheral concern for leaders. It is something that needs to be at the core of successful, thriving organisations.” Professor Samuel Harvey, Chief Scientist, Black Dog Institute
By prioritising the mental and emotional health of employees, businesses can reap significant benefits in terms of productivity, retention, innovation, and creativity. Not taking action to address Psychosocial Safety is costly. In fact, mental illness is estimated to cost Australian businesses more than $39 billion⁵ each year through a loss of productivity, absenteeism, and turnover.
Shifting Focus from Commoditisation to Human Productivity.
The media, marketing and advertising industry faces a critical crossroads. We must move beyond a price-driven contract – scope of work focus, which often leads to under-resourced accounts and unsustainable pressure on teams. This approach sets everyone up for failure, jeopardising the well-being of our people and ultimately impacting the quality of our work. Instead, we should prioritise human productivity and output based key performance indicators (KPIs) to define success. This means shifting the conversation from "how low can we go?" to "how can we optimise commercial success, the quality of the output and peoples well-being?"
Investing in People, Investing in Success.
It is still vitally important we maintain best in class commercial frameworks; it is in no one’s interest to throw the baby out with the bathwater, but surely, we can still create a commercially competitive offering while prioritising the health and happiness of our teams. By focusing on clearly defined, output-based KPIs, including both malus and bonus metrics, we can incentivise success within a well-defined operating structure while ensuring a sustainable and healthy work environment.
The alternative is a status quo that continues to put our people’s health, wellbeing and happiness at risk. As Jim Rohn wisely said, "If you are not willing to risk the usual, you will have to settle for the ordinary." To achieve truly exceptional results, we must be willing to challenge the norm and embrace innovative approaches that prioritise human well-being.
Building a Culture of Excellence.
A workplace that only offers the bare minimum in terms of psychosocial support will inevitably experience higher stress levels, lower morale, and higher turnover. This is a lose, lose for the long-term success of the business, its client partners and most importantly its people. If we are to truly deliver transformative business solutions, solutions that drive incremental commercial success for our clients then we must invest in programs that truly make a difference at a people level. Creating a culture of excellence where people thrive and deliver their best work will deliver improved output quality that in turn will deliver better commercial outcomes for clients.
This will require not only a change of focus but a different conversation. A conversation recognising there is a floor on price that cannot be breached, but no ceiling on people’s health and happiness.
The Time for Action Is Now
The evidence is clear: prioritising psychosocial safety is no longer a choice, it's a necessity for the success of our industry. We can no longer afford to treat the mental and emotional well-being of our people as an afterthought. The statistics are stark, the cost of inaction is high, and the benefits of a healthy and supportive workplace are undeniable.
Let's all challenge ourselves to move beyond the traditional model of commoditisation and embrace a future where human productivity is at the heart of everything we do. By investing in our people, we invest in our future. Let's commit to creating workplaces where everyone feels valued, supported, and empowered to thrive. Together, we can build a media and marketing industry that is not only successful, but also truly sustainable and humane.
Geoff Clarke, IPG Mediabrands Australia COO