A positive distraction from the ongoing global crisis has become vital as despair and gloom dominate optimism. In these tragic times, customers are desperate for a dose of positivity to brighten their days and lift their spirits. Positive marketing and brand empathy have taken over the marketing world to captivate and support consumers. The combination acts as an exceptional approach to marketing with the ultimate focus of achieving social good and wellbeing.

Do consumers connect more with positive marketing approaches?

Customers have been actively preferring businesses that work towards positive social change and support their customers and community during times of turmoil.

65% of consumers will not buy from a brand if it stays silent on an issue that the customers care about, according to an Edelman report. Moreover, YouGov, a global market research and data company, conducted a report that indicated that the majority of consumers in both the UK and the US believe that it is important for brands to get involved in social issues. 58% of consumers further indicated that the reason for this belief was that they wanted to interact with socially responsible brands that they could trust.

How have businesses adapted to positive marketing? 

From small businesses to large, positive marketing has recently captured hearts across the world. We highlight some of the most cherished marketing campaigns and categories below.

• Disability Awareness: On the World Down Syndrome Day, CoorDown (the Italian Down Syndrome organization) and Linkedin partnered with Small Illustrates to portray a chain reaction that starts from hiring a young woman with down syndrome at a bakery. The heart-rendering ad film was made to motivate organizations to use the Hiring Chain website and raise awareness about down syndrome. The website allows businesses to connect with talented individuals with down syndrome and build a culture of inclusion. Small Illustrates also collaborated with Sting for the playback music to increase the reach of the campaign.

• Sustainability: Dove decided to launch refillable deodorant packages to be more environmentally friendly and sustainable. Disposable tubes and caps from deodorant contribute to significant plastic gathering in landfills. To tackle this, Dove announced a new line of deodorants, made with a stainless steel case. Dove has guaranteed that the reusable case will stand the test of time. However, if the case faces damage, Dove will replace it free of charge. Dove’s mission to help reduce global waste proved to inspire other brands to step towards sustainability and end ‘disposable’ culture.

• Pandemic Relief: Coca Cola captivated viewers in collaboration with Dentsu for the campaign ‘To The Human Race.’ The ad was a fresh dose of optimism and energy as it paid tribute to everyone across the world for staying strong through the pandemic. Advertising a ‘vaccine of positivity,’ the film encouraged the world to stay strong, positive and kind. The brand also launched a series called ‘Unsung Heroes’ which features inspirational workers at Coca-Cola across the world and their hard work.

• Health and fitness: Doc Morris’s heartwarming Christmas advert captured millions across the world. The moving ad featured an old man training for weeks secretly by trying to lift a kettlebell. He came across obstacles, side-glances from neighbours and motivated himself by looking at an unseen photo. On Christmas, the man visits his granddaughter and gifts her a remarkable star for their Christmas tree. The reason for his unwavering dedication is revealed as he lifts his granddaughter so that she can place the star on the tree. The soul-stirring ad, accompanied with the tagline of ‘So that you can take care of what really matters in life,’ left viewers emotional across social media.

In conclusion, positive marketing has become crucial for every business to adopt. In a world of uncertainty and adversity, your brand can become the beacon of hope and positivity that consumers are desperate for.