L.L.Bean to go dark on social media — here’s why

For the third consecutive year, L.L. Bean is going “off the grid” during the month of May.

In recognition of Mental Health Awareness Month, the iconic outdoor retailer will take a month-long break from posting on social media during the month of May. The company said it will completely clear its Instagram grid, pause posting across all social media channels and encourage its followers to join them in prioritizing time outside.

L.L. Bean will kick-off the annual initiative on May 1, inviting followers to take a break from scrolling and head outside as a proven way to nurture one’s mental wellbeing. 

On par with diet, exercise and quality sleep, research has shown that spending time in nature has measurable mental health benefits, including greater creativity, lower stress, increased self-esteem and reduced anxiety. The retailer said its annual commitment to go off the grid in May is central to its longstanding company purpose. 

To encourage time outdoors this May, L.L.Bean will also host a “Be An Outsider” challenge on NatureDose, an app by tech and research company NatureQuant  that helps users better understand their time spent outside.​ According to NatureQuant, there is an overwhelming body of scientific literature that links exposure to nature to improvements in physiological and psychological health. 

In addition to helping users track and monitor time spent outdoors, those who complete the app challenge will receive 15% off one full-price item from L.L.Bean. 

“Prioritizing time outside isn't just about embracing our company purpose; it's about nurturing our individual wellbeing,” said Shawn Gorman, L.L.Bean executive chairman   and great-grandson of founder Leon Leonwood Bean. “At L.L.Bean, we recognize the profound and tangible impact of time spent outside on our mental wellness, and we’re proud to partner with Mental Health America, which plays a key role in increasing outdoor access through research and wellness programs. And new this year, our ‘Be An Outsider’ challenge on NatureDose will help people better understand their time outside and how it positively impacts their wellbeing. Our hope is more people can take a step back, assess their priorities and create new habits centered around spending a bit more time outside this month.” 

 L.L.Bean will continue its multi-year partnership with Mental Health America to support and improve mental wellbeing by increasing access to outdoor programs. Since 2022, L.L.Bean has committed $500,000 to MHA, including 10 $20,000 mini-grants to its affiliates, enabling 8,045 hours of outdoor activities, including hiking, swimming, biking, horseback riding, forest bathing and more for program participants. 

“Being outdoors, even if it’s just in the backyard or a city park or garden, helps improve mood, reduces stress, and supports our mental well-being,” said Schroeder Stribling, president and CEO of Mental Health America. “Mental Health Month is a great time to start connecting with nature and we are thrilled to team up with L.L.Bean to highlight the importance of spending time outdoors.” 

L.L.Bean operates 58 stores in 19 states across the United States, along with 25 stores in Japan and 13 stores in Canada, in partnership with Jaytex Group.