Wellbeing wins: How B2B marketing drives real change in workplace mental health

Tomorrow is R U OK? Day, a national reminder of the importance of asking, 'Are you OK?' and initiating conversations that can literally change lives. This is especially urgent for blue-collar sectors such as logistics and construction, two industries I have worked in and feel very passionate about, as these workers are our nation’s backbone. 

The stark reality in construction and blue-collar industries

The statistics are difficult to ignore. Mental health challenges in these industries are serious, and the pressure continues to mount, fuelled by rising costs and ongoing labour shortages. According to Safe Work Australia, construction had the third-highest fatality rate of any industry in 2023, with 3.4 deaths per 100,000 workers, more than double the national average. 

What’s even more alarming is that the leading cause of death among construction workers isn’t falls or machinery, it’s suicide. Shockingly, 190 construction workers die by suicide each year, averaging about one every two days. With 88% of the workforce being male, deeply ingrained ideas of self-reliance and a reluctance to seek help contribute to this tragic reality. I also shared this terrible reality in my blog last year.

Seizing the moment: Mental Health Month

Mental Health Month next month is a vital opportunity for business leaders to drive real change. For workplaces, it’s about more than just raising awareness , it’s about creating space for honest conversations, providing accessible support, and making mental health a central part of organisational culture. When businesses get involved, they champion education that dispels stigma, build engagement, and strengthen support networks, from team BBQs, morning teas, yoga sessions, guest speakers, or Funky Shirt Fridays (featuring the fabulous https://trademutt.com shirts), to strategic partnerships with organisations like TradeMutt and TIACS. 

These grassroots initiatives make mental health support approachable and stigma-free. Many are low-cost, demonstrating that every business can make a difference regardless of budget.

The power of B2B marketing in mental health advocacy

B2B marketing teams play a pivotal role in amplifying and enabling workplace wellbeing. Their influence includes:

Advocacy and storytelling: Marketing teams leverage their expertise to share real stories, celebrate wellbeing champions, and normalise open conversations about mental health, both internally and externally.

Partnerships and campaigns: Marketers help forge collaborations with organisations like TradeMutt and TIACS, ensuring vital resources and initiatives reach those who need them most.

Culture shift: By integrating wellbeing into brand messaging, campaigns, and daily communications, marketing transforms mental health from a checkbox activity into a visible, lived value across the business.

Business impact: These efforts lead to better employee retention, increased productivity, and an enhanced reputation with clients and communities, proving that supporting mental health isn’t just the right thing to do; it’s good for business.

A strong business case for investing in Mental Health

Research shows that every dollar invested in mental health yields a social return of $4.70, thanks to reduced absenteeism, higher job satisfaction, and stronger community ties. It’s a compelling statistic worth considering.

If you need help initiating or sharing these stories through your channels - book a call.