Mind empowerment and brand purpose: brands’ role in mitigating mental health stigma and supporting psychological disabilities

Brands are nowadays called to address societal issues and define their purpose beyond profit. We introduce the concept of mind empowerment, urging brands to support mental health positively. However, how to manage brands more ethically and develop value from moral interventions are still open questions. Accordingly, this paper discusses mind empowerment’s managerial applications, tools, and added value for brands, identifying four dimensions (spectrum, interconnection, support, and sharing) linked to ethical strategies for brand and societal value. Finally, we provide implications for scholars and practitioners, identifying specific challenges.