This article presents the immense impact that pandemics can have specifically on consumers' mental well-being, extending many of the well-being topics examined in this special issue on pandemics and consumer well-being. Avenues for future research in the area are suggested, with expanded discussion and future research suggestions related to four consumer characteristics including three areas associated with negative mental well-being (parenthood, suffering with chronic illness, aging, and family) as well as another characteristic associated with positive mental well-being (religion). The article concludes with a pressing call to action for academics and others to step up to the purpose in their careers and make a difference in the world for good in relation to consumers' mental well-being.