New data from GreenShield and BCG reveals how back-to-school season intensifies mental health strain and budget pressure on Canadian mothers
The invisible weight of managing a household is falling almost entirely on Canadian mothers and a pair of new studies suggest the back-to-school season is making it significantly worse.
An Ipsos poll on behalf of health and benefits company GreenShield found that 92 per cent of Canadian mothers with children under 18 say they are primarily responsible for carrying the family mental load.
At the same time, a separate report from Boston Consulting Group (BCG), found that more than half of Canadian parents say back-to-school shopping does not fit their normal household budget, adding financial strain on top of an already stretched emotional reserve.
The GreenShield survey sampled 1,001 Canadian mothers aged 18 to 64. It found that 68 per cent say the back-to-school season increases their mental load, 65 per cent feel overwhelmed, and more than half report experiencing burnout or anxiety. Despite this, 71 per cent said they have delayed or avoided seeking mental health support.
"For many mothers, the mental load never really switches off," said Dr. Khush Amaria, Director of Clinical Services at GreenShield. "Much of the work that keeps family life running smoothly happens behind the scenes, from anticipating needs to managing competing priorities."
Budget pressure compounds the emotional burden
The BCG data adds important financial context. The average Canadian family is expected to spend approximately $700 on back-to-school this year, with nearly 60 per cent of parents anticipating higher costs than last year, citing rising prices as the primary driver.
Middle-income families are twice as likely as top earners to report budget strain from the season, a dynamic that lands squarely on the shoulders of the parent managing household logistics.
For financial advisors with clients who are parents, this convergence of mental and financial stress during a predictable annual event represents a meaningful touchpoint. Research has consistently linked unpaid caregiving duties to mounting financial and emotional strain, with women bearing a disproportionate share.
When a client is simultaneously managing school supply lists, appointment scheduling, meal planning, and a household budget that doesn't stretch far enough, the mental cost rarely appears on a balance sheet.
"Women know when they're struggling, but they're often so busy caring for everyone else that their own needs fall to the bottom of the list," said Mandy Mail, Executive Vice President of GreenShield Cares.
Children's wellbeing adds to the pressure
Beyond financial stress, 74 per cent of mothers surveyed by GreenShield said they are worried about their children's mental health. Concerns about the influence of online content and social media were widespread, with 86 per cent flagging it as a significant source of anxiety.
The BCG data offers a parallel thread: mothers navigating back-to-school spending are increasingly doing so under scrutiny from their children, with clothing and footwear ranked essential by 82 per cent of families, and bags and gear by 72 per cent, categories where peer pressure can drive spending well beyond what the household budget allows.
Client mental health is affecting wealth management decisions at a growing rate, according to earlier research, putting advisors in a position where emotional wellbeing and financial planning are difficult to separate.
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