Ahead of Hello Yellow Day on 10th October, new research commissioned by M&S and YoungMinds, the leading mental health charity for young people, reveals a concerning gap between young people’s needs and parents’ confidence in supporting them. 38% of young people say they feel most comfortable turning to a parent or carer when struggling with their mental health. Yet, 35% of parents say that the worry they’ll make things worse by talking about it makes it difficult to have the conversation, and 30% have avoided conversations altogether because they’re unsure what to say.
With 1 in 4 young people aged 16–24 now experiencing a common mental health condition[1], the need for open, supportive conversations at home has never been greater. However, over half of parents (51%) admit to feeling judged when their child struggles, and 45% say they would benefit from a guide to help them approach difficult topics.
Support is available – and it starts with a conversation
YoungMinds is working to bridge this gap by providing practical, accessible support to parents and carers. Through its free, confidential helpline and online resources, YoungMinds offers tailored advice to help adults feel more confident and equipped to talk to the young people in their lives about mental health.
Since launching their partnership in 2023, M&S and YoungMinds have raised £4.4 million, helping the charity reach over 6 million young people and the adults who support them. This funding helps sustain essential services like the helpline, ensuring parents and carers have somewhere to turn when they need guidance. Find out more here: Youngminds | Campaigns | M&S
Standing together for Hello Yellow 2025
As Hello Yellow Day 2025 approaches on 10th October, M&S and YoungMinds are calling on communities across the UK to stand together and show young people they’re not alone. Last year, 8,000 schools took part by wearing yellow and sparking vital conversations. This year, the campaign aims to reach even more people.
M&S customers can support by:
- Wearing yellow on 10th October
- Making a ‘top-up’ donation in M&S stores (29 Sept–10 Oct)
- Selecting YoungMinds as their chosen charity in the Sparks loyalty programme
Together, we can raise awareness and funds for the services that help parents and young people navigate mental health challenges with confidence and compassion.
Putting young people at the heart of the conversation
Recognising the vital role friends play in mental health – 78% of young people say friends are a key source of support – M&S and YoungMinds launched the Young Designer Competition earlier this year. Children and teens aged 5–16 were invited to design hoodies and sweatshirts for the Hello Yellow kidswear collection, responding to the brief: “What would you say to a friend who needs you? How would you brighten their day?”
Over 8,300 entries were submitted in under two months, showcasing incredible creativity and compassion. Judged first by a group of young ambassadors from YoungMinds and finally by a panel including YoungMinds ambassadors, educators, and M&S Kidswear Director Alex Dimitriu, four winning designs were selected – two for jumpers and two for t-shirts.
The young designers visited M&S supplier NJ Printers to see their creations come to life. The limited-edition pieces are now available in stores and online, with all profits supporting YoungMinds’ work.
Jo Daniels, head of community at M&S, said: “We’ve been blown away by the amazing engagement from young people across the country, as well as our colleagues and customers. The creativity and compassion shown by young people through this campaign is truly inspiring. This new research highlights just how vital it is for parents and carers to feel confident talking about mental health – and we know that when communities come together, those conversations become easier. As we build momentum towards Hello Yellow Day on 10th October, we’re inviting everyone to sign up, wear yellow, and stand with young people to show they’re not alone.”
Lisa Zaranyika, director of community, Culture and Services at YoungMinds, said: “This research highlights how daunting some parents can find talking to their child about mental health. It isn’t easy. Many young people are struggling with their mental health, and the reasons can be complex. Not knowing what to say or fearing making things worse are understandable concerns, especially if parents feel ill-equipped to navigate these challenging conversations.
“We want all parents and carers to feel supported and confident to speak about mental health, so they can have these crucial conversations. Through our partnership with M&S, we’re reaching more parents and young people and supporting them to have conversations about mental health. Days like Hello Yellow on October 10th can act as a catalyst to help parents, carers and young people start these important conversations. We hope as many people as possible join us by wearing yellow and showing no young person should be alone with their mental health.”
Rochelle Humes, M&S x YoungMinds ambassador and mum of three, commented: “As a mum and someone who cares deeply about young people’s mental health, I’m proud to support the incredible work M&S and YoungMinds are doing together. This new research shows just how important it is for parents and carers to feel confident having open conversations and how much young people rely on those around them for support. Hello Yellow is such a powerful moment to come together, wear yellow, and show young people they’re never alone. I’ll be wearing mine on 10th October and I hope you will too – sign up, get involved, and help us make this the biggest Hello Yellow yet.”
