Link: Focus Your Optimistic Brand Message on a Smaller Circle of Consumer Influence

Our research shows that time and again, consumers will express pessimism and frustration about the state of broader society, while espousing hope for their personal lives. It would seem that consumers don’t see much to be positive about at the societal level these days, so instead they are looking closer to home and within themselves for optimism.

This means brands with values, identity and voice rooted in optimism should focus that positive messaging and imagery on a smaller circle of influence surrounding consumers, e.g., their home, their close community, their family and themselves.

Source: Focus Your Optimistic Brand Message on a Smaller Circle of Consumer Influence