L.L. Bean, the outdoor outfitter company, said this week it would not be posting on social media again until June 1, in recognition of Mental Health Awareness Month in May. The retailer said on Instagram that it was “taking a break from social media to focus on spending more time outside.” It replaced all of […]

L.L. Bean Pausing Social Media Posts, Encouraging People to Spend Time Outside

L.L. Bean has hit the pause button on its social media efforts in honor of Mental Health Awareness Month.

L.L. Bean Goes Dark On Social Media

Bean has hit the pause button on its social media efforts in honor of Mental Health Awareness Month. In addition to ceasing posting across all social media channels beginning May 2, the apparel brand and retailer also wiped clean its Instagram account — replacing all previous images with a “Gone Fishing” grid layout. In other channels, such a Facebook, the company instead links to a landing page on its website with content encouraging self-care and the benefits of outdoor activity. Bean is also providing a $500,000 grant to Mental Health America as part of a two-year partnership that aims to help reach people through community-based outdoor mental health-focused programs, research, and multimedia campaigns “that create connection and inclusion with the outdoors,” it said in a statement. Consumer use of social media skyrocketed during the pandemic, growing to 97 minutes per day in 2021, according to eMarketer , with usage driven by social commerce and TikTok. In a proclamation for Mental Health Awareness Month, the White House pointed to research demonstrating social media’s central role in increasing mental health challenges among young people. “For more than a century, L.L.Bean has helped enable people to get outside, based on the belief that experiences in nature help bring out the best in us,” said Shawn Gorman, L.L.Bean executive chairman. “Now, research confirms what we have always felt intuitively: Going outside is critical for our individual and collective well-being. We are so enthusiastic to partner with Mental Health America to help more people experience the restorative power of the outdoors in their daily lives.”

May 3, 2022,
The L.L. Bean label is displayed in the collar of a sweater, Thursday, July 16, 2020, in ... [+] Marlborough, Mass. L.L. Bean is moving further away from its original model of direct-to-customer catalog sales and sales in their own stores, with an agreement to sell products through Nordstroms, Staples and the Scheels sporting goods chain. (AP Photo/Bill Sikes)
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Last month, a $30 L.L. Bean tote bag went viral on TikTok, but don't expect any such social media campaigns from the outdoor lifestyle brand in May. The retailer announced on Monday that it would not be posting on any social media platforms for the coming weeks in recognition of Mental Health Awareness Month. A single tweet is all that might be posted this month from the retailer's official Twitter account (@LLBean), "In recognition of #MentalHealthMonth, we're taking a break from social media to spend more time outside. We hope you'll join us, and take a little time for yourself in the great outdoors. Here are some tips to help you get out there: "
In addition to not posting in May, the company also said it would be wiping its grid on the Meta-owned Instagram. In place of its archived posts, L.L. Bean is offering online resources that encourage people to get outside and to prioritize their mental health. The company also announced a $500,000 grant and two-year partnership with Mental Health America to help fund programs and research that highlight the benefits of unplugging and getting back to nature. "For more than a century, L.L. Bean has helped people get outside," said Shawn Gorman, the company's executive chairman. "We are so enthusiastic to partner with Mental Health America to help more people experience the restorative power of the outdoors in their daily lives." Good Well Being
L.L. Bean is currently the most high profile company to support Mental Health Awareness Month. "Overall, I believe L.L. Bean's decision to halt its social media activities for a month could be valuable for both the company and its customers. Numerous studies have linked excessive social media consumption and depression. With spring coming into flower and weather improving, it's a great time for people to mute their phones and get some fresh air," suggested technology industry analyst Charles King of Pund-IT. "The fact that L.L. Bean is embarking on this strategy in partnership with Mental Health America and also donating $500,000 to fund outdoor activities suggests that this is anything but a PR ploy," added King. "The company is best known for its sturdy outdoor gear so this sort of effort is clearly in its bailiwick." Won't Hurt The Brand
Many brands work hard to build up their social media presence, especially as a way to connect with younger consumers, so the decision by L.L. Bean is noteworthy given the power of the social platforms. "If you look at the length of time that L.L. Bean has been a successful brand, and the company's commitment to its core values, it is clear they can afford to take a break," explained brand marketing expert and social media analyst Scott Steinberg. "They're promoting the need to get outdoors and explore nature," Steinberg noted. "The beauty of it is that it still supports L.L. Bean and what they stand for. Instead of doing micro-moments on social media, they've actually created a campaign, which should help raise awareness and bring attention to the topic in the process. It all creates good buzz and uptick for L.L. Bean." It will likely earn good will from its core customers as well. "It's also worth remembering the Opt Outside campaign that REI launched in 2015 in concert with its decision to close its stores on Black Friday so employees could better enjoy the Thanksgiving holiday," said King. "REI did not suffer as a result, and even inspired other retailers to follow similar practices. Let's hope L.L. Bean enjoys similar success." Follow me on  Twitter .

Retailer L.L. Bean Won't Post On Social Media This Month

Bean has paused its social media channels in May to recognize Mental Health Awareness Month. Image
The move is a campaign by the retailer to go “off the grid” and prioritize time in the outdoors throughout the month. Bean also announced a $500,000 grant to nonprofit Mental Health America in a two-year partnership. The partnership strives to reach people through community-based outdoor mental health-focused programs, research and multimedia campaigns aimed at creating connection and inclusion in the outdoors and uncovering the well-being benefits of time spent outside. Through May, L.L. Bean has paused posting across its social media presences and wiped its Instagram clean. In lieu of social media posts for the month of May, L.L. Bean has left “a few resources encouraging people to get outside, with tips and tools to prioritize self-care.”
The move comes as more retailers are making efforts to reveal their values to customers. Consumers are increasingly shopping with values in mind, demanding the retail industry to work toward better sustainability, diversity and inclusion efforts and more. Bean is not the only retailer to make a statement with social media. Bath, body, skin and hair care retailer Lush made the move to ditch social media altogether at the end of 2021, citing the mental health harms caused by social media. Some studies have shown spending time outdoors can have positive impacts on people, such as greater creativity, lower levels of stress, increased self-esteem and reduced anxiety, according to the retailer. “For more than a century, L.L.Bean has helped enable people to get outside, based on the belief that experiences in nature help bring out the best in us,” Shawn Gorman, L.L.Bean executive chairman and great-grandson of founder Leon Leonwood Bean, said in a statement. “Now, research confirms what we have always felt intuitively: Going outside is critical for our individual and collective well-being.”
Spending time outdoors even for just two hours a week in green spaces like parks or other natural environments has been shown to have a significant positive impact on both physical health and psychological health. “Even a simple walk outside can lower your risk of depression, strengthen cognitive function and increase focus,” Schroeder Stribling, president and CEO of Mental Health America, said in a statement. “All of these effects improve our mental health and well-being at a time when we need it most.”

L.L. Bean Goes Dark on Social Media

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