We work in a culture that celebrates burnout, then posts about mindfulness. We reward speed, then wonder why no one’s thinking straight. We say ‘it’s fine to take a break’ – and then email at midnight.
Marketing, creative and digital work isn’t just fast-paced anymore – it’s relentless. Always on, always changing, always performing. So of course mental health is an issue. Of course people are struggling. Let’s stop pretending this is surprising.
This is a piece about two of the biggest culprits: burnout and imposter syndrome. And how they quietly shape our work, our confidence, and our creativity, often without us realising.
The modern digital landscape: exciting, exhausting
The marketing world has always been demanding. But 2025 has added a few extras to the pile.
AI’s booming. Budgets are shrinking. Expectations are rising. And there’s pressure – spoken or not – to always be ahead of the curve. New platform? Learn it. New format? Adapt to it. New tool? Master it, quickly. All while proving your worth in an economy that keeps whispering ‘redundancy’.
And if you’re a designer, a strategist or a creative? You’re constantly producing things that get judged, tweaked, rejected, repurposed. That does something to you – even when you’re good at it. It’s no wonder we’re anxious. The ground never stays still for long.
Burnout: still romanticised, still dangerous
Burnout isn’t just ‘feeling a bit tired’. It’s chronic. It’s deep. It’s that creeping exhaustion that no amount of rest seems to fix.
It looks like:
- Feeling flat and foggy, even after a weekend off
- Constantly switching tabs but getting nothing done
- Resenting your work even when you used to love it
- Starting your day tired and ending it wired
It’s not always dramatic. Often, it’s quiet. Slow. A long, slow leak in the creative engine.
And in a world where ‘just push through’ is still seen as noble, it can take far too long for people to realise something’s wrong. Burnout doesn’t mean you’re weak. It usually means you’ve been strong for too long without support.
Imposter syndrome: thriving in a world of performative confidence
Imposter syndrome isn’t new. But social media, job insecurity, and gorgeously curated LinkedIn feeds have turned it into a full-blown epidemic.
It whispers:
- ‘You don’t belong here’.
- ‘You’re not actually good at this’.
- ‘Eventually someone will realise you’re winging it’.
And the worst part? It often hits the most competent people. The ones who do care, do put in the hours, do ask thoughtful questions.
In creative industries especially, where everything is subjective and everything feels personal, imposter syndrome can sit just beneath the surface – fuelling overwork, overthinking, and overcompensating.
How we start to make it better
This isn’t a guide to inner peace. It’s not going to tell you to meditate for 15 minutes then jump into 14 Zoom calls. It’s just a handful of things we’ve seen help – in our own work, and the lives of the people we work with.
- Set softer goals
Not everything has to be a KPI. Be honest about what’s achievable in the time and with the team you’ve got. Sometimes ‘good enough’ is exactly that – good enough. - Rest like you mean it
Proper rest isn’t scrolling TikTok between meetings. It’s logging off. Taking a full lunch. Sleeping. Walking. Staring out of windows. You’re not a robot. Stop acting like one. - Talk about it
Mental health doesn’t need to be a ‘campaign’. Just a conversation. Leaders, be vulnerable. Start by checking in with yourself. People are more likely to open up when you do. - Ditch the hustle guilt
Rest isn’t lazy. Boundaries aren’t rude. You don’t owe your inbox a personality. There’s no award for who suffered most on the way to the deadline. - Keep learning – but not to prove something
You’re not falling behind if you haven’t mastered every new tool. Stay curious, not panicked. Learn because you want to – not because you’re scared not to. - Get help if you need it
There’s no shame in struggling. If you’re feeling low, overwhelmed, or just not right, talk to someone. Friends are great. So are therapists. And so is your GP.
Final thoughts: Let’s normalise feeling human
You don’t have to be a creative genius, top strategist, and therapist-in-residence for your team all at once. You don’t have to be high-functioning, always-on, and in love with your job 24/7. You just have to be honest. With yourself, and with each other.
Mental health is an industry issue – not just a personal one. So whether you’re a junior exec or a founder, a designer or a strategist, the most useful thing you can do this year might not be posting more or learning another AI tool.
It might just be looking around and asking: ‘How are we actually doing?’.
And if no one’s answering yet? You get to go first.