People increasingly want brand messaging to be motivational and reassuring, according to recent research from Attest.

The annual report was based on data from a survey conducted in October 2022 among 2,000 people in the United States.

The share of people who say they find humorous brand messaging to be among the most appealing types of brand messaging dropped 5.4 percentage points between October 2021 and October 2022.

In contrast, the share of people who say they find motivational and reassuring brand messaging to be among the most appealing types of brand messaging increased between October 2021 and October 2022.

Which types of brand messages people say appeal to them 2021 vs 2022

Poverty and inequality is the issue that the largest share of respondents say they want brands to take a stand on (36% want brands to take a stand on the issue).

Which issues people want brands to take a stand on 2021 vs 2022

The largest share of respondents say once a week is the ideal frequency for receiving email marketing messages from brands that they are interested in.

How often people want to receive email marketing from brands 2021 vs 2022

About the research: The annual report was based on data from a survey conducted in October 2022 among 2,000 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