L.L.Bean Goes Dark on Social During Mental Health Awareness Month

For the second consecutive year, L.L.Bean is pausing its social media accounts for the entire month of May to raise awareness about mental health. The campaign is also encouraging people to go outside during the month. The outdoor outfitter brand is also sharing resources and tips to support people in getting outside for their own mental well-being.

L.L.Bean has partnered with the social fitness app Strava to help users log a combined 500,000 hours outside during May. Participation in the challenge will raise money for Mental Health America, with whom L.L.Bean has engaged in a two-year partnership focused on outdoor mental wellness research and programming. L.L.Bean is donating $25,000 to Mental Health America, and will donate an additional $25,000 if the challenge of spending 500,000 hours outdoors is met.

As of May 3, the "Feel-Good Challenge" has 66,939 participants, according to Strava's website.

Total Retail's Take: In today's world, retailers investing in corporate social responsibility initiatives is no longer an option, especially if they want to reach younger customers. A Leger USA report from 2022 found that 64 percent of consumers feel a brand's social responsibility efforts are important, and 50 percent of consumers believe brands should promote the issues they value on social platforms. L.L.Bean is taking a stand to support and raise awareness for mental wellness as well as promoting the health benefits of outdoor activity.

L.L.Bean is set to return to social media on June 1.