Off The Grid: L.L.Bean’s Commitment to Mental Health
For the fourth year in a row, L.L.Bean has gone off the grid for Mental Health Awareness Month.
The outdoor retailer has completely shut down its social media presence for the month of May, leaving only three pinned posts on its feed, reading“Off the grid. See you June 1st.” In addition to pausing posts for the month of May, they have removed all existing posts from their grid, leaving only a story highlight offering tips and resources for making the most of your time outdoors, with additional resources from their partner, Mental Health America.
Their partnership with Mental Health America began in 2022, when the two organizations launched research to explore how time in nature impacts mental well-being.
The results?
79% of people said being outdoors improved their mental health.
68% wished they could spend more time outside.
People are craving disconnection from technology and reconnection with nature.
"In a world that expects constant connection, we're encouraging people to break from technology and make time to connect with nature and themselves," said Shawn Gorman, L.L.Bean Executive Chairman of the Board. "Our Mental Health Month initiative is about more than stepping away from our screens. It's about stepping into the outdoors and reconnecting with what truly restores us. At L.L.Bean, we believe we are at our best when we are in nature, and through our ongoing partnership with Mental Health America, we're creating more opportunities for people to experience the proven benefits of time outside in May and beyond."
Since 2022, L.L.Bean has invested over $18 million in helping getting people outside, through various partnerships and programs. And they’re not only encouraging this shift for their followers, but they’re practicing what they preach internally. The company offers its 5,500 employees “Outdoor Experience Days,” paid time off specifically designed to be spent outside.
Their commitment hasn’t gone unnoticed. L.L.Bean recently received the Platinum Bell Seal for Workplace Mental Health, Mental Health America’s highest certification for companies creating mentally healthy work environments.
In our digital-first world, and a digital first industry, L.L.Bean’s campaign is a refreshing reminder that sometimes, the best connection you can make is the one with yourself.