
Experts warn of rising burnout and mental health issues among creatives amid social and economic pressures
By Zion Rufus
The creative industry is facing a significant mental health crisis, with experts highlighting a surge in burnout and related issues due to mounting social and economic pressures.
Recent studies reveal alarming statistics. The 2024 Mentally-Healthy Survey found that 70% of professionals in media, marketing, and creative sectors experienced burnout in the past year—a rate notably higher than the 53% reported among workers overall.
The unpredictable nature of creative work, often characterized by tight deadlines, financial instability, and high expectations, contributes significantly to mental health challenges. A study by Creative Many reported that 44% of creatives have faced depression during their careers, a figure substantially higher than the general population’s lifetime prevalence of approximately 17%.
The COVID-19 pandemic further exacerbated these issues. While it spurred innovation—leading to the rise of content creators, influencers, digital artists, and filmmakers connecting with audiences using minimal resources—it also intensified the pressure to remain consistently productive. As the industry navigates a return to in-office work, many creatives are struggling to balance the new normal with the demand for fresh ideas and high-performance output.
Industry professionals are voicing concerns over these demanding conditions.
Darey Art Alade, Chief Creative Director of Livespot360, one of Africa’s leading creative solutions companies, spoke on the need for balance in the pursuit of creative excellence.
“They say creativity thrives under pressure,” he told Marketing Edge in an interview. “But you can’t create at your best if you’re running on empty. Take breaks when you need to. Switch things up. Seek inspiration outside of your usual spaces when you hit a block. Creativity isn’t an endless tap you can keep turning on without pause.”
A freelance producer in the British TV industry also described how enduring 18-hour workdays over a 16-day stretch led to severe physical and mental strain.
Such gruelling schedules, he said, coupled with a lack of recognition and support, are prompting many to reconsider their careers.
Amid these challenges, conversations around mental health and work-life balance are gaining momentum, with more creative companies rethinking traditional work structures to foster healthier environments.
One notable shift has been the adoption of flexible work models. Nigerian-based creative solutions company Livespot360 recently transitioned to a two-day work-from-office system, allowing employees more time to recharge, focus on personal projects, and maintain a healthier harmony between work and life.
The result? A noticeable boost in productivity and employee well-being.
“Flexibility makes all the difference,” says Darey. “We’ve seen firsthand how allowing creatives to work in a way that suits them best reduces stress and improves output. Creativity isn’t something you can force—it needs the right environment to thrive.”
This shift aligns with findings from the Mentally-Healthy Survey, which revealed that workplaces offering true flexibility reported significantly lower rates of anxiety and depression. Andy Wright, founder of Never Not Creative, emphasizes that flexibility isn’t just about remote work but about giving employees control over their schedules.
Another strategy for managing burnout is repurposing past work. Many creatives feel pressured to produce fresh ideas constantly, but experts argue that revisiting and reimagining existing projects can be just as valuable.
“When you hit a creative block, go back to your archives,” Darey advises. “Some of your best ideas aren’t new ones—they’re ideas waiting to be rediscovered and refined. There’s no shame in building on what already exists.”
Experts agree that more companies should embrace adaptive work models to curb burnout. The growing demand for innovation in the industry must be balanced with sustainable work practices that prioritize mental well-being.
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