This is a time of concern and uncertainty for many people. As you might expect, that reality can affect the messaging they want to see from brands right now. A recent study of U.S. working-age individuals by research firm Attest found that over half (57 percent) of respondents currently favor brand messaging that is humorous (made them laugh or entertained them), as reported in MarketingProfs.
Almost half (47 percent) of respondents said they found brand messaging that was motivational (made them feel motivated and inspired) to be appealing now. When asked which issues they wanted brands to take a stand on, 36 percent said "poverty and inequality" and 36 percent said "racism." Only 24 percent indicated they do not want brands to be political.
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Learn how the World War II era influenced the rise of the modern American brand.
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