L.L.Bean takes month-long break from social media — here’s why
For the fourth consecutive year, L.L.Bean is going “off the grid” during the month of May.
In recognition of Mental Health Awareness Month, L.L.Bean, will once again take a break from social media — clearing its social media profiles and pausing posting social content — and encourage people to stop scrolling and join them in prioritizing time outside. Beginning May 1, the outdoor lifestyle retailer will also offer resources, tips and tools designed in partnership with Mental Health America to help people get outside for their mental wellbeing, in whatever way works best for them.
Research shows even short periods of time outdoors can significantly improve mental health, offering benefits comparable to sleep, nutrition and exercise, while reducing stress and increasing calmness, creativity and self-esteem, noted L.L.Bean. As part of a multi-year charitable partnership between the company and Mental Health America, the nonprofit conducted research exploring connection between nature and well-being and found that 79% of participants affirmed spending time outdoors improved their mental health.
"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 and great-grandson of founder Leon Leonwood Bean. "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."
By launching its "Off the Grid" initiative in 2022, L.L.Bean became the first national retailer to pause social media activity in recognition of Mental Health Month. In three years, L.L.Bean has invested $18 million to help people spend more time outside through partnerships, programming and challenges that encourage mindful moments over mindless scrolling.
L.L.Bean operates 63 stores in 19 states across the United States, along with 25 stores in Japan and 14 stores in Canada, in partnership with Jaytex Group.
