YouGov Report: Global Consumer Attitude on Mental Well-being

YouGov conducted a global survey on behalf of TikTok to explore the attitudes and perceptions of global consumers on mental well-being. This survey was conducted online between 7th - 26th September 2022 among more than 16,000 adult consumers across 13 markets (United Kingdom, United States, Singapore, Germany, South Africa, Indonesia, Vietnam, Canada, Brazil, UAE, Saudi Arabia, Australia, and Egypt).

The goal of this research is to further understand cross-generational and global consumer attitudes on mental well-being, including people's comfort levels in talking about their own mental health and what can help them feel more supported.

According to the survey, about 75% of people in the surveyed countries around the world feel comfortable talking about their mental well-being, with respondents from South Africa (90%), Brazil (85%) and UAE (83%) being most comfortable talking about this topic. Across generations, people become more comfortable talking about their mental well-being as they get older, with 18-24-year-olds the least comfortable (65%) talking about their mental well-being.

There are a few factors holding people back from discussing their own mental well-being. 42% of global consumers in the countries surveyed are afraid that their friends and family will judge them if they talk to them about this topic, and 48% are afraid that being open about their mental well-being will negatively affect their future prospects at work.

However, there are ways to help make people feel more comfortable speaking about these important topics. Nearly half (47%) of global consumers in the surveyed countries said they would feel more comfortable talking about their mental well-being if they have close family members who have been open about their mental well-being, and nearly one third (31%) of respondents would feel more comfortable opening up if they were encouraged from a young age to talk about these topics.

When it comes to seeking mental well-being help and advice, all of the countries' respondents cited doctors or mental health professionals as their number 1 choice, except for Indonesia (57%) and Egypt (39%), whose respondents are more likely to turn to family members (57% for Indonesia) or friends. respectively (39% in Egypt). However, respondents from South Africa (21 %) and Vietnam (21%) have shared that they are the most likely to turn to an online community or social media platform to seek mental well-being advice.

YouGov Methodology: All figures, unless otherwise stated, are from YouGov Plc, collected from YouGov RealTime. Total sample size was 16231 adults. Fieldwork was undertaken between 7th - 26th September 2022. The survey was carried out online. The figures have been weighted and are representative of all All Countries Merged surveyed countries adults (aged 18+).

Talking about mental well-being

• About 75% of people in the 13 surveyed countries feel comfortable talking about their mental well-being.
• Nearly half (47%) of global consumers in the surveyed countries feel more comfortable talking about their mental well-being if they have close family members who have been open about their mental well-being.
• Nearly one third (31%) of global consumers in the surveyed countries would feel more comfortable talking about their mental well-being if they were encouraged from a young age to talk about it.

Seeking well-being help and advice

• Global consumers in the countries surveyed selected the top three places they'd turn to for help and advice relating to mental well-being:
  • Doctors/mental health professionals (58%)
  • Family members (44%)
  • Friends (40%)
• 42% of global consumers in the countries surveyed are afraid that their friends and family will judge them if they talk to them about their mental well-being.
• 48% of global consumers in the countries surveyed are afraid that being open about mental well-being will negatively affect their future prospects at work.
• When it comes to seeking mental well-being help and advice, all of the countries' respondents cited doctors or mental health professionals as their number 1 choice, except for Indonesia and Egypt, whose respondents are more likely to turn to family members or friends.
• Respondents from South Africa (21%) and Vietnam (21%) have shared they are more likely to turn to an online community or social media platform to seek mental well-being advice.

Talking about mental well-being across generations

• Across generations, people become more comfortable talking about their mental well-being as they get older.
• When it comes to talking about their mental well-being, 18-24-year-olds are the least comfortable (65%) and those aged 55+ (80%) are the most comfortable tackling this topic.
• Of the countries surveyed, South Africa (90%), Brazil (85%) and UAE (83%) respondents are the most comfortable talking about their mental well-being.