Karl-Fredrik Tangen criticizes psychowashing in corporate mental health campaigns in Trondheim

Advertising expert Karl-Fredrik Tangen has voiced his concerns about companies that leverage mental health issues for publicity, coining the term “psychowashing.” Tangen believes that organizations often engage with such topics only once they have become mainstream and no longer taboo. Linda Berg Heggelund from Mental Health emphasizes that businesses wishing to promote their commitment to mental well-being must demonstrate genuine involvement rather than simply displaying slogans.

As people stroll down Nordre street in Trondheim, some carry shopping bags while others enjoy a cup of coffee, pausing to read a sign in the window of Espresso House: “We can’t see loneliness, but we can talk about it.” This statement is part of their campaign named CupTogether, intended to address loneliness. However, Tangen criticizes this marketing tactic, suggesting that while it is commendable for companies to care about well-being, their ultimate motivation is profit for shareholders.

Tangen highlights that mental health is a new subject for corporate branding, contrasting it with previous allegations of “greenwashing,” where companies falsely promote their environmental efforts. He argues that mental health promotion may be easier for brands than engaging with more complex and scrutinized issues like sustainability or LGBTQ+ rights.

Heggelund argues that if companies want to focus on mental health in their messaging, they must really back it up with actions, including fostering a supportive workplace environment where employees can feel comfortable discussing their struggles with management.

Espresso House acknowledges the criticism it has received regarding its workplace culture, with the company’s leader stating their commitment to improvement and aiming to create healthy social interaction through their cafés across the country.