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In times of crisis, people say they want brand messaging to make them feel happy and motivated, according to recent research from Attest.

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

Some 57% of respondents say brand messaging that makes them laugh/entertains them is appealing right now, and 47% say brand messaging that makes them feel motivated/inspired is appealing right now.

Just over a third (34%) of respondents say they want messaging that's educational, thought-provoking, or reassuring, and 18% say they want messaging that is inclusive.

Which brand message types appeal to people right now

Some 36% of respondents say they want brands to take a stand on poverty/inequality, and 36% also say they want brands to take a stand on racism.

Just under a quarter (24%) of respondents say they do not want brands to be political.

What issues do people want brands to take a stand on

About the research: The report was based on data from a survey conducted in November 2021 among 2,000 working-age people in the United States.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji