Gen Z's Dealing With Seasonal Depression. Do You Have Solutions?
One mental health issue that Gen Zers struggle with en masse? Seasonal depression. Our Youthtellers (ages 15-28) shared with us via survey that as soon as the cold weather comes, their mood plummets. And the holidays don’t brighten things, they often only increase anxiety.
For businesses and marketers this data represents both a challenge and a responsibility. If you’re able to help seasonal depression and Gen Z, you’ll lift yourself up as a trusted brand and help those who need it.
How Seasonal Depression and Gen Z Intersect
According to our recent survey, 54% of Gen Z respondents told us that they experience seasonal depression each year, while another 40% claim they only experience it sometimes. That data is vast, showing that 94% of a generation feel an emotional shift each season.
Pair that with the past data from our Youthtellers that 68% experience anxiety daily and it becomes obvious that seasonal depression and Gen Z are deeply embedded in everyday life.
But for marketers, this means seasonal campaigns don’t land in a neutral emotional environment, but an emotional landmine.
How Gen Z Is Actually Coping
To cope with the seasonal slide in their mental health, Gen Z leans heavily on affordable options that they can do at home. For many, music, sleep, journaling, walking, and watching comfort shows are the most cited tools. 51% told us that simply getting sunlight or going outside helps.
This all matters for brands because seasonal depression and Gen Z coping behaviors often happen quietly at home. But what if content, products and digital touchpoints played a larger role?
The Role of Social Media: More Harm Than Help
While social media is a tool that many rely on, more than half (54%) told us that social media makes their anxiety and depression worse during the colder months because they feel they should be happy. 38% did tell us that it depended on the app, and that Pinterest and Youtube were often the most helpful platforms to be on.
If you want to make a shift in seasonal depression and Gen Z, start by posting how people really feel during the holidays. High-pressure, overly aesthetic feeds can amplify emotional strain.
Wellness Products: Helpful, But Not a Cure
Many Gen Z respondents told us they have tried wellness products like weighted blankets, SAD lamps, magnesium, or supplements. While 83% say these help at least somewhat, most emphasize that routine, sunlight, and emotional validation from friends and family matter more than products alone.
This reinforces an important insight: seasonal depression and Gen Z can’t be “solved” with a single purchase, and Gen Z knows it. But repeat, intentional, purchases may make a dent.
What Gen Z Actually Wants From Brands
When asked what helps most, respondents consistently pointed to emotional validation, not fixing. Having someone in their life listen and checking in without pressure, helps more than anything else. These small acts of care ranked even higher than advice or solutions.
For marketers, addressing seasonal depression and Gen Z means shifting from performative positivity to grounded support and product testing.
What This Means for Marketers
Brands don’t need to become mental health experts, but they do need emotional awareness. Campaigns that acknowledge low energy, disrupted routines, or mixed emotions are more likely to resonate than those that assume constant cheer.
Effective approaches include:
Softer seasonal messaging
Flexible calls-to-action
Content that normalizes rest and routine
Partnerships with trusted creators
Avoiding forced optimism during peak stress periods
Understanding seasonal depression and Gen Z isn’t about selling sadness, it’s about meeting people where they already are and helping those that need it.
FAQ
How common is seasonal depression among Gen Z?
Extremely common. 94% experience it either consistently or occasionally.
2. Does social media help or hurt seasonal depression and Gen Z?
Mostly hurts, though certain platforms and creators can feel calming or grounding.
3. Do Gen Z consumers expect brands to address mental health?
They don’t expect solutions, but they do expect awareness, sensitivity, and authenticity.
4. What content performs best during seasonal depression periods?
Low-pressure, validating, routine-based, or calming content tends to resonate more.
5. How can brands support Gen Z without overstepping?
By listening, collaborating thoughtfully, avoiding toxic positivity, and prioritizing empathy over messaging volume.