This blog post is repurposed from the About section on the imperfect website. The phrase “ending the stigma” has far too often been appropriated for virtue signalling, ironically, becoming stigmatized itself as a result. This is why the imperfect mission is to rebrand mental health. Intentionally and importantly distinct from “ending the stigma” or “raising awareness”, the commercial (brand) language behind this mission is inspired by strategies employed by the likes of Tesla and Beyond Meat ...