How Challenger Brands Are Leading the Mental Health Shift

2025 marks a cultural shift in New Year’s resolutions. According to the American Psychiatric Association (APA), 33% of Americans are making mental health resolutions for 2025 – the highest percentage since the APA began polling on this topic. This shift is most pronounced among younger generations: nearly half (48%) of 18-34-year-olds focus on mental health goals, compared to just 13% of those aged 65 and older.

This evolution underscores the growing recognition of the interplay between mental health and lifestyle factors like physical activity, nutrition, and mindfulness. For Challenger Brands, this trend presents an opportunity to rewrite the cultural rule that New Year’s resolutions are solely about superficial transformation. Instead, brands can position themselves as partners in holistic well-being to resonate with evolving consumer priorities.

Why It Matters: A “New Year’s Moment”

Resolutions represent a moment of heightened aspiration – what we at 5&Vine call a “New Year’s Moment,” when vision exceeds action. Companies hire us during these moments, eager to challenge the status quo but realizing their ambition surpasses their readiness to execute. This isn’t failure; it’s an invitation.

For Challenger Brands, the cultural shift toward mental health resolutions is a chance to connect meaningfully with consumers by embedding mental wellness into your brand building. Mental health is no longer a fleeting trend. In 2025, it’s essential and achievable.

Rewriting the Rules: Mental Health at the Core of Strategy

Let’s explore how leading Challenger Brands are aligning with this shift:

Value Proposition & Brand Storytelling

Loftie: The status quo of many peoples’ bedtime routines is for their smartphone to double as an alarm clock. However, Loftie believes that doing so comes with “blue light, endless scrolling, and constant distractions” that ruin rest. The Challenger positions their alarm clock an essential tool to reduce smartphone reliance and improve sleep – a cornerstone of mental wellness. Their brand narrative emphasizes the importance of mindful disconnection to resonate with customers seeking better routines.

Challenger Consideration: What small but transformative habit could your audience adopt with your solution at its core? How can you position this habit as a powerful narrative that inspires your customers to rethink their routines and embrace a new way of living?

Influencers & Community Building

Blume: The 45-Day Gut Reset Challenge highlights the gut-brain connection, helping customers improve both their digestive health and mental well-being. Launched in the first week of January to align with New Year’s momentum, the program combines practical tools, like a 45-day gut-health tracker, health expert-led educational sessions, and weekly e-check-ins via their newsletters. Participants feel supported every step of the way, making it easier to stick to their goals and embrace a healthier lifestyle, while brands strengthen their customer affinity early on in the year.

Challenger Consideration: Partner with trusted experts to create programs that inspire transformation and foster a sense of belonging. Show your audience how your product is not just part of their routine but central to the lifestyle they aspire to.

Content & Social Media

Ghia: The alcohol-free apéritif brand reimagines how content can foster meaningful health habits during Dry January, a key cultural moment for health resets. Sharing daily non-alcoholic drink recipes across email and social media, Ghia is an ally in customers’ wellness goals. To complement this content, Ghia launched its “Dry January Pack” just in time for the season. This cohesive approach transforms Dry January from a personal challenge into a supported, community-driven journey, while the trend naturally creates an on-ramp for promoting a limited-edition sale during a month when consumers often scale back spending.

Challenger Consideration: Seize cultural moments that align with your audience’s values. Use these touchpoints to create campaigns that inspire action, provide the tools and guidance your audience craves, and open doors to meaningful engagement with your product. Design initiatives that not only foster a sense of belonging but also build natural opportunities to drive sales while staying aligned with your audience’s goals.

Paid Advertising

Sonno: Forward-thinking paid advertising creative highlights rest as a cornerstone of emotional resilience and mental clarity, framing their mattresses as tools to combat burnout and support holistic well-being. By linking their product to the growing cultural emphasis on self-care and sustainable habits, Sonno positions itself as an ally in consumers’ aspirations for balance and mental health.

Challenger Consideration: Position your brand as a vital part of the wellness ecosystem. Showcase how your product supports emotional resilience or mental clarity, and test paid ad creative that aligns your brand with your audience’s aspirations for balance and mental health.

Pricing

KIS Academics: The tutoring company for grades 1-12 connects education with community with “Bring a Friend and Save” pricing strategy. This not only lowers barriers to entry on cost, but by encouraging friends to join together, KIS Academics increases word-of-mouth referrals and positions itself as a partner in their shared academic success.

Challenger Consideration: How can your brand create promotions that go beyond price reductions? Consider how collaborative offers or community-driven incentives can amplify engagement and foster long-term loyalty. Align your promotions with shared goals that connect your customers to one another and to your brand.

Product Offering

Noom: The Challenger Brand known for its weight loss success, is making bold moves into mental wellness. Noom Mood uses science-backed tools like mindfulness techniques and mood tracking to help users uncover the root causes of stress and take control of their mental health. With bite-sized lessons that fit seamlessly into any schedule and personalized coaching for support, Noom empowers users to build resilience and achieve emotional balance. By expanding its focus to mental wellness, Noom aligns with rising consumer demand for actionable, self-guided health solutions that simplify daily life.

Challenger Consideration: How can your product or service naturally weave in tools to help users feel more empowered in their mental health journey? What new revenue streams could emerge by positioning your brand as a trusted partner in wellness?

Actionable Questions for Challenger Brands in 2025

Inspired by these bold Challengers, ask yourself how your brand can lead the charge in championing mental health. These questions are designed to spark actionable strategies for 2025:

What bold steps can we take to lead the way in mental wellness for our customers and team?
Who are we currently underserving, and how can we reach them in a way that challenges industry norms?
How can we challenge category conventions to better serve our audience’s mental wellness needs?
How can our product offerings and messaging evolve to resonate with this cultural shift?
What collaborations could amplify our mission and accelerate long-term impact?
How can we redefine success metrics to reflect the intersection of mental wellness and growth?
How can we embed mental wellness into our long-term strategy to create enduring impact?

Mental health is a defining priority for consumers in 2025 and beyond. Challenger Brands have a rare opportunity to create meaningful strategies that align wellness with business growth. The brands that seize this moment will do more than meet consumer expectations; they will reshape industries, set new standards, and inspire lasting loyalty.

Ready to turn cultural shifts into competitive advantages? At 5&Vine, we help Challenger Brands craft bold strategies that connect purpose with profit. Let’s collaborate to position your brand for meaningful impact and measurable success in 2025. Connect with us today.