In a world where negativity tends to dominate social media and news feeds, consumers seek uplifting content. A recent study by Upworthy and Alter Agents, “The Power of Uplifting Content,” highlights that positive, feel-good messaging doesn’t just make people happier but also influences their purchasing decisions.
The report reveals that 90% of consumers enjoy viewing uplifting content on social media, while 89% say they actively engage with positive posts more than negative ones. Furthermore, 85% specifically look for content about humans and animals that makes them feel good, reinforcing the growing demand for heart-warming stories.
This shift in consumer behaviour presents a significant opportunity for brands—one they can’t afford to ignore.
“As negativity saturates digital spaces, consumers tell us they want something different. Brands have a real opportunity to cut through the noise by delivering uplifting content that resonates emotionally and drives engagement and loyalty,” said Devora Rogers, chief strategy officer at Alter Agents.
Beyond simply consuming positive content, consumers are also eager to share it. As many as 82% of people are likely to share heart-warming content with others, which naturally amplifies organic reach and increases brand advocacy.
More than ever, social media users are curating their feeds to include brands that align with their values, and over 80% say they are more likely to purchase from companies that make them feel good.
So, what does this mean for brands?
Traditional marketing tactics focusing solely on brand awareness may no longer be enough. Consumers aren’t just looking for a product but an experience that makes them feel good. Brands that embrace positivity and authenticity in their messaging have a better chance of resonating with their audience and building long-term customer loyalty.
This goes beyond just posting an occasional feel-good story. Consumers want real connections, authenticity, and brands that truly understand their needs. When companies create content that is both positive and genuine, they stand out in a crowded digital space and inspire deeper engagement.
By prioritising uplifting content that fosters real connections, businesses can enhance customer experiences and drive meaningful results—from increased engagement to stronger sales. In an era when people are craving optimism, brands that meet the moment with authentic, feel-good messaging will thrive.