Mental Health

Overview

Canada is counting on its youngest workers to fuel future growth, yet BCG’s research revealed they are entering the workforce under historic levels of stress.

The pandemic disrupted their formative years, leaving many less prepared for the pressures of professional life and more vulnerable to burnout. With an aging workforce amplifying the stakes, the need to make mental health a national business priority had never been clearer.

We saw an opportunity to shift the conversation. Rather than presenting the findings as another report on workplace wellness, we framed them as a warning about Canada’s economic future. By connecting personal stories of stress and burnout to the country’s productivity challenge, we created a narrative that demanded attention. Positioning BCG’s Managing Director as the authoritative voice on the issue, we not only generated widespread media coverage but also sparked direct requests from organizations and outlets seeking BCG’s perspective.

The result: mental health reframed as a defining factor in Canada’s economic competitiveness — with BCG leading the conversation.