Counterintuitively, research shows 'being part of a community' is one of the weakest drivers of hope. Instead, hope is sparked by small, personal actions and everyday joys. It can grow into a movement, but brands must first activate it on an individual level.
In an era of widespread stress, research indicates that consumers find brand messaging centered on 'joy' to be inauthentic and out of reach. Hope is a more achievable, powerful, and resonant emotional target for brands aiming to connect with their audience genuinely.
Research shows financial stability is the number one driver of hope. When brands raise prices, they aren't just creating an inconvenience for consumers; they are actively diminishing their core sense of hopefulness by making them feel less financially secure.
Longitudinal tracking data pinpoints 2016 as the specific year when the collective mood of American families swung from hopeful to fearful. This shift marks the beginning of the current era of heightened consumer anxiety that brands must now navigate in their messaging and strategy.
Contrary to common belief, research reveals hope's primary emotional ingredient isn't a glittery, warm feeling. It's the gritty determination to persist despite headwinds. Brands should tap into this more authentic definition of resilience rather than portraying a soft, aspirational notion.
Contrary to the cynical view that raising children in a troubled world diminishes hope, data shows adults with children are more hopeful than those without. This suggests having kids may be a direct catalyst for hope, making parents a receptive audience for hope-based messaging.
While St. Jude owns hope in the non-profit sector, no major commercial brand has claimed it as its primary brand essence. The single most powerful and rapidly rising human need—hope—is an untapped territory, offering a significant first-mover advantage in brand positioning.
Hope offers a more emotionally resonant way to communicate value beyond rational price promotions. Brands can position affordable products and experiences as acts that restore hope by offering small, accessible joys, thereby creating a deeper connection than a simple discount.