The Homogenization of Our Mental Health

As I explore the power and influence of brand, it’s natural to consider where that influence is most powerful. And also where that influence is dangerous.

I discovered a great article by Alex Murrell titled, “The Age of Average.” In it, he gives examples of how, through consolidation and globalization, our world is becoming increasingly homogenous. He shows examples in art, interior design, architecture, vehicle design, social influence, physical style, writing, branding, and more.

I’ve seen these effects in my own life. The town where I lived until recently often felt like the city planner used the same rubber stamp. Every few blocks it’s the same fast food restaurants, car washes, banks, and strip malls. Step-and-repeat. Over time, we lose the places that are unique and diverse. Over time, our cities become more and more average.

And it’s understandable. Homogeneity makes living easy. Just off the highway, you can find a box of fries that tastes the same as anywhere else in the country. You can expect the same products in the same layout in the same grocery store across hundreds of cities and never feel out of place.

But homogeneity also makes life dull. There’s no adventure or surprise when you walk into a new coffee shop and find the same reclaimed wood furniture and Edison bulbs as the dozen you’ve visited before.

The homogenization of our minds.

Lately, I’ve been doing focused work for a couple of organizations who serve the mental health space. The deeper I navigate this industry, the more the idea of consolidation and homogeneity concerns me. Those concerns amplify when I view them through the lens of what brand is capable of doing.

The mental health space is one of the fastest growing sectors in the U.S. The sector is experiencing massive investments of venture capital and massive attention from players like Amazon, Walmart, CVS, and Walgreens.

Homogeneity in a box of fries can be a good thing. But is homogeneity in mental health treatment a good thing? Can large-scale enterprise understand nuances like regional culture, access to nature, the built environment, et al. that shape our minds and the illnesses we face? Or is homogenization necessary to scale the diagnosis and care they offer?

Author Ethan Watters notes in his book Crazy Like Us that as American definitions and treatments have become international standards—with the best of intentions—they have homogenized mental illness rather than viewing them as unique to different cultures as research show. As he puts it, “In teaching the rest of the world to think like us, we have been, for better and worse, homogenizing the way the world goes mad.”

David versus Goliath.

Every one of us knows the box of fries is cheap, fast, and easy; but not the best for our health. I believe the same is true for mental health. Making access cheaper, faster, easier is well and good, only as long as we don’t loose personalized care and effectiveness in the trade-off.

This is where the power of brand matters.

Big brands have already invested billions to earn our affinity and trust. We sing their jingles, know their colors, and know exactly what to expect. They seek to become entrenched in one more aspect of our lives. An aspect that matters deeply.

These big players are Goliaths in a game of tug-and-war that I believe the Davids need to win. The mental health of our communities are best served by local and regional organizations who are led by people who live, work, and play in these same communities. From this seat they understand the factors that make their community unique.

Which means for the small to medium players, becoming brand-led and brand-powered is more important than ever before. While capital and technology can increase scale, the people in our lives need the opposite—personalized, effective care. To find that care, brand-driven owners, directors, and CEOs need to build strong, healthy brands that know how to communicate and align with the people they serve.​

Three ways I can help:

Brand Strategy: Build your brand holistically to create favorability with your target market.

Brand Identity: Confidently market, internally and externally, with a toolbox of visual and verbal assets that make your brand distinct.

Brand Marketing: Establish a distinct relationship with your current and future customers.