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.
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.
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.
Atlantic Brand Partners exists to help brands break through. To learn more about custom research offerings, please visit atlanticbrandpartners.com.