Insight #1: Brands and Brand Content Matter

Given the proliferation of brand content devoted to sustainability, equality, and the Covid-19, one might assume it has reached a point of saturation, but that’s not true. The majority of our respondents believe that brands can make a difference in the world and find their content meaningful. 

The data:  

Percentages of respondents who find messaging from brands meaningful on the following topics:

• Sustainability: 75%
• Equality: 69%
• The Covid-19 pandemic: 64%

The takeaway:  It’s worth investing in content and positioning that aligns your brand with today’s most important issues

Insight #2: Radical transparency resonates

The recent backlash against greenwashing, token representation, and hygiene theater have led consumers to demand real transparency from brands. 

The data: When it comes to branded content around sustainability and equality, respondents are most interested in engaging with content that is:

• Honest—believable: 59% (sustainability) and 58% (equality)
• Authentic—doesn’t feel like marketing: 45% (sustainability) 49% (equality)
• Clear—jargon-free: 45% (sustainability) and 46% (equality)

The takeaway: Advice for branded content: keep it real, keep it simple. Consumers most value branded content that’s believable and free of over-complicating jargon and marketing ploys.

Insight #3: Track record matters—but future commitments matter even more

Your brand’s past matters, but consumers care even more about your brand making bold future commitments. 

The data: 

Respondents say hearing what a brand has done in the past is meaningful:

• 72% want to know what a brand has done in the past to drive sustainability
• 68% want to know what a brand has done in the past to advance equality

But even more say hearing what a brand plans to do in the future is meaningful:

• 79% care about how a brand plans to drive sustainability in the future 
• 75% care about how a brand plans to advance equality in the future

The takeaway: It’s never too late to step it up and align your brand with progress.

Insight #4: Giving back earns trust 

Today’s consumers want to know how your company is using its capital to drive meaningful change.

The data: When it comes to brand messaging around sustainability and equality, respondents are most interested in hearing about how a brand is donating money over other investments like products, services, and business practices. 

• 41% of respondents say they consider how a brand is donating money to advance sustainability to be very meaningful, followed by how a brand does business 
• 38% of respondents say they consider how a brand is donating money to advance equality to be very meaningful, followed by how a brand does business 

The takeaway: Don’t be shy to show the world how your brand is giving back to social and environmental issues.

Insight #5: Put your people first—and share their stories

Consumers care the most about how companies supported their employees and their local communities during the COVID-19 pandemic.

The data: Consumers rate the following actions “very meaningful” when it comes to how companies stepped up during the COVID-19 pandemic:

• Helped their employees (46%)
• Helped their local communities (45%)
• Donated money (43%)
• Helped their customers (40%)
• Changed their products and services (40%)
• Changed the way they did business (35%)

The takeaway: Tell the story of how your company invested in your employees and local community during the COVID-19 pandemic.