Singer Jordan Stephens of Rizzle Kicks dismisses Blue Monday as illusory or unrealistic.
In the midst of the winter season, a controversial term continues to echo throughout the commercial world - Blue Monday. Originally coined by a travel company in 2005, labelling 17th January as the "most depressing day of the year", the term has persisted despite being scientifically discredited and labelled as a marketing scam [1].
From a scientific standpoint, there is no credible evidence supporting Blue Monday as the most depressing day. Experts reject the concept as baseless pseudoscience [1]. Yet, the term persists because it resonates culturally and commercially. It provides a convenient narrative that companies exploit to drive engagement, sales, and brand awareness, even while being debunked by scientists and critical reviewers [1].
Companies, particularly in the fitness and alcohol industries, have been known to leverage the idea of Blue Monday to target individuals when they're feeling low. Nutritionist Laura Thomas previously noted how companies often prey on people during the post-Christmas period to make them feel guilty and sell them diet fads and fitness regimes once it hits the New Year [2]. Similarly, many bars have attempted to revamp Dry January to Wet January, preying on those who are mentally vulnerable [3].
However, the term "Blue Monday" has also served as a catalyst for conversations about mental health. For instance, the article initially aimed to debate the damaging associations of 'Blue Monday', but it facilitated a conversation about mental health and men's openness about their mental health [4]. This shift can be seen in the SAD AF beer campaign by #IAMWHOLE and BrewDog. The campaign aims to reclaim the word 'SAD' and bring men together to talk about mental health, with profits going towards the biggest-ever research project into men's mental health [5].
Jordan Stephens, from British hip hop duo Rizzle Kicks, co-founded mental health movement #IAMWHOLE and launched the SAD AF campaign with BrewDog. Stephens, who struggles with body dysmorphia, feels that the gym is a 'body dysmorphia cauldron' and has been considering writing about body dysmorphia [3]. He also aims to change the perception of male body image and combat financial pressure, which are prevalent issues during the winter season [6].
Stephens, who is sober and four years sober as of January 8, has been vocal about his struggle with body dysmorphia and its impact on the male consciousness [3]. He feels like 'a lot of boys' see money as 'God, it's a singular soul, God ruler, Emperor, only chasing that at the expense of like intimate relationships, like self-love, everything'.
In conclusion, while Blue Monday continues to be used and marketed by companies mainly because of its marketing power, it has also served as a platform for conversations about mental health. The SAD AF campaign by #IAMWHOLE and BrewDog is a prime example of this, aiming to reclaim the word 'SAD' and bring men together to talk about mental health while raising funds for research. Despite its controversial origins, Blue Monday has found a new purpose, serving as a platform for raising awareness and fostering conversations about mental health.
[1] https://www.scientificamerican.com/article/blue-monday-is-bunk-the-most-depressing-day-of-the-year-is-a-myth/ [2] https://www.independent.co.uk/life-style/food-and-drink/nutritionist-laura-thomas-diet-fads-new-year-b1572608.html [3] https://www.theguardian.com/music/2021/jan/07/jordan-stephens-sad-af-beer-blue-monday-mental-health-campaign [4] https://www.theguardian.com/commentisfree/2021/jan/18/blue-monday-is-a-marketing-scam-but-it-facilitated-a-conversation-about-mental-health [5] https://www.iamwhole.org/sad-af-beer [6] https://www.theguardian.com/music/2021/jan/07/jordan-stephens-sad-af-beer-blue-monday-mental-health-campaign
- The term "Blue Monday" has been persistently marketed despite scientific discrediting, but it has unexpectedly become a platform for discussing mental health issues.
- Companies, especially in the fitness and alcohol industries, have exploited the concept of Blue Monday to target vulnerable individuals during the winter season.
- Despite its initial controversial introduction, the SAD AF beer campaign by #IAMWHOLE and BrewDog aims to reclaim the word 'SAD' and encourage men to discuss mental health openly.
- Jordan Stephens, co-founder of #IAMWHOLE, plans to write about body dysmorphia and combat financial pressures occurring during winter season that affect male consciousness.
- The SAD AF beer campaign raised funds for the biggest-ever research project into men's mental health, demonstrating its commitment to mental health and wellness.
- Stephens, with his battle against body dysmorphia and sobriety, challenges the perception of male body image and economic pressure as damaging influences during the winter season.
