Humorous, Motivational & Educational Messages Are Most Appealing
Humor remains the most appealing form of brand messaging for consumers, with 51% of working-age adults ranking it among their top three preferred messaging styles, according to new research from Attest. This marks the fourth consecutive year that humor has topped the list, despite marketers shifting away from humorous advertising in recent years. However, humor’s lead has narrowed, as motivational messaging closely follows, cited by 48.9% of respondents.
Educational messaging is gaining traction, ranking third in appeal at 41.7%, up significantly from previous years. This rise suggests that as consumers engage more with influencers who provide educational content, they expect brands to deliver similar value. Inclusive messaging has also grown in importance, with 22.9% of consumers valuing brand messaging that makes them feel seen, up from 17% last year. Meanwhile, consumers remain divided on brands taking political stances—poverty and inequality are the top issues they want brands to address, but 28.3% prefer brands to stay out of politics.
Consumer behaviors are also evolving. Email marketing effectiveness may be waning, as only 36.3% of respondents are happy receiving brand emails daily or multiple times a week, a decline from 42.4% last year. Economic concerns are influencing spending habits, with 74.1% of consumers likely to choose a cheaper brand over their favorite to save money. Additionally, AI is reshaping search behavior, with 45.6% of respondents using AI-driven search tools at least occasionally, and 28% relying on them for at least half of their searches. Sustainability remains a factor in purchasing decisions, as 60% of consumers are willing to pay more for environmentally friendly products—though most prefer only a slight premium.
As humor retains its top spot but other forms of messaging gain ground, marketers need to adapt their strategies. Balancing humor with educational and inclusive messaging, while aligning with shifting consumer behaviors and AI-driven trends, will be key to maintaining engagement and brand loyalty.
Key Actionable Takeaways:
Incorporate Humor in Brand Messaging – Consumers continue to favor humorous content, so use it strategically in campaigns to maintain engagement.
Leverage Motivational Messaging – Inspirational and uplifting content nearly rivals humor in appeal, making it an effective alternative or complement.
Enhance Educational Content – As demand for educational messaging rises, integrate informative content into marketing efforts to build credibility and value.
Prioritize Inclusive Messaging – With a growing percentage of consumers valuing inclusivity, ensure diverse representation and inclusive storytelling in brand communications.
Be Cautious with Political Stances – While some consumers want brands to address social issues, a growing portion prefers brands to remain apolitical—balance advocacy carefully.
Optimize Email Frequency – With consumer interest in frequent brand emails declining, adjust email marketing strategies to focus on quality over quantity.
Adapt to Economic Sensitivities – Given rising price sensitivity, highlight affordability, promotions, and value-driven messaging in marketing campaigns.
Monitor AI’s Role in Search – With AI-powered search tools gaining traction, optimize content for AI-driven discovery and experiment with AI-based engagement strategies.
Align with Sustainability Preferences – As most consumers are willing to pay slightly more for eco-friendly products, position sustainability as a value-add rather than a premium cost.
Diversify Content Strategies – Since no single messaging style dominates, blend humor, education, and motivation to create well-rounded campaigns that resonate with a broader audience.
