Less Humor, More Inspiration: The Messaging People Want From Brands

Recent research from Attest has found that people are wanting brand messaging to be more motivational and reassuring. A survey conducted in October 2022 among 2,000 US citizens revealed that the share of people who find humorous brand messaging to be most appealing has dropped 5.4 percentage points from the previous year.

In addition, 36% of respondents said they want brands to take a stand on poverty and inequality. In regards to email marketing, once a week was found to be the ideal frequency for receiving messages from brands.

The data for this research was based on a survey conducted in October 2022 among 2,000 people in the US. It is clear from the results that people are wanting more meaningful and impactful messaging from brands.