How People Want Brand Messaging to Make them Feel

Recent research from Attest found that people want brand messaging that makes them feel happy and motivated during times of crisis. 57% of respondents said entertaining messages were appealing, while 47% preferred messages that made them feel motivated/inspired.

34% of respondents said they wanted educational, thought-provoking, or reassuring messages, while 18% desired messages that are inclusive. Additionally, 36% want brands to take a stand on poverty/inequality and racism, while 24% do not want brands to be political.

The report was based on a survey of 2,000 working-age people in the United States conducted in November 2021.