Humor and Reassurance In Brand Messaging Are Becoming Increasingly Important for Consumers

Brands need to be exceptionally careful about the type of messaging they put out there because of the fact that this is the sort of thing that could potentially end up impacting how people perceive them. It can be challenging to figure out what the right course of action is, but a recent study from Attest might have the answers that brands have been searching for all of this time.

This study involved a survey of 2,000 Americans, with all of that having been said and now out of the way it is important to note that it can reveal some insights into what consumers truly want. Around 50% of consumers want humorous messaging, but in spite of the fact that this is the case this is a significant dip from the year prior.

It seems like reassurance is becoming an even bigger desire for consumers than might have been the case otherwise. They want brands to give out messages that can reassure them about the possibility of a better tomorrow, and addressing major social issues is therefor going to be quite important with all things having been considered and taken into account.

Around 36% of consumers said that they wanted brands to talk about inequality as well as poverty, which makes it the single biggest issue that they want to see getting addressed. Racism used to be a close second, but it has now fallen a bit.

Interestingly, nearly 30% of all consumers also said that they didn’t want brands getting political. They might fall into the subset of consumers that would prefer brand messaging to be as lighthearted and humorous as possible.

Another thing this brand touched on was the ideal frequency for their messaging. Around 25% of consumers said that they preferred once a week emails, with a little over 20% saying that they didn’t mind receiving several emails a week either. About 12% also stated that they would rather not have to see any kind of brand messaging in their inbox whatsoever, so brands need to be careful about who they end up targeting.

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