L.L.Bean Goes ‘Off The Grid’ For Mental Health Awareness Month This May

In honor of Mental Health Awareness Month this May, outdoor retailer L.L.Bean is once again going “off the grid” — a move the company says reflects its ongoing mission to encourage people to step away from their screens and step into nature.

Beginning May 1, L.L.Bean has paused all social media content, instead leaving behind helpful resources and tips to promote mental wellness through outdoor activities. The initiative is part of a multi-year partnership with Mental Health America (MHA).

According to research conducted by MHA, 79% of Americans say that time outdoors positively impacts their mental health. These benefits, L.L.Bean emphasizes, go beyond temporary relaxation and rival the importance of sleep, nutrition, and exercise in promoting overall well-being.

“In a world that expects constant connection, were encouraging people to break from technology and make time to connect with nature and themselves,” said Shawn Gorman, L.L.Bean Executive Chairman of the Board. “Our Mental Health Month initiative is about more than stepping away from our screens. Its 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, were creating more opportunities for people to experience the proven benefits of time outside in May and beyond.”

The “Off the Grid” initiative, which first launched in 2022, made L.L.Bean the first national retailer to pause its social media channels during Mental Health Month. Since then, the company has invested $18 million in programs and partnerships designed to encourage people to spend more time outdoors and reap the mental health benefits associated with nature.

In partnership with MHA, L.L.Bean has also donated $700,000 directly to the organization, including 15 mini-grants of $20,000 each to help local affiliates across the country broaden access to outdoor activities. These grants have supported initiatives ranging from forest bathing and horseback riding to guided hikes, resulting in more than 90,000 hours spent outdoors by community members nationwide.

“Mental Health America deeply values our partnership with L.L.Bean and its unwavering commitment to raising awareness about the powerful connection between time spent outdoors and mental well-being,” said MHA President and CEO Schroeder Stribling. “Together, we are encouraging individuals to experience the restorative benefits of nature and reminding them that seeking help when needed is a vital part of caring for their mental health. Through our partnership, we are helping to create pathways to both prevention and support — inspiring people to step outside, reconnect with themselves, and prioritize their mental health.”

The initiative arrives at a critical time, as recent reports reveal mental wellness has become the top health concern in North America, surpassing even cancer. L.L.Bean and MHA believe that connecting with nature — whether through independent walks or group activities like running or camping — provides vital opportunities to improve mental health.