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We can see this in our data too. People's interest in news and current affairs is down since Q2 2020. In April 2022 a quarter said they were spending less time reading the news since the pandemic started to manage their mental wellbeing, and the climate is another topic likely to see consumers switch off for the sake of their health.
Our research shows that corporations are more trusted than the government. If they’re able to do positive things when politicians can’t, it may help break through that doomerist mindset.
That said, greenwashing is a great example of where noise from brands is actively harmful. Over a third in the US would be discouraged from buying from a brand if they made false sustainability or environmental claims.
Consumers have been spread thin owing to the macroeconomic climate, and now have more modest ambitions and perceptions of themselves.
Americans are dealing with a lot coming out of the pandemic. So, they’re looking to media to give them some hope and, at the very least, an outlet for their emotions.
America’s landscape is in flux. Social justice fatigue might be setting in. How can brands hit the mark?
Interest in virtual worlds is rising. Creating safe spaces for experimentation is key for users to feel welcome.