‘The Monday of months’; ‘January blues’; ‘Blue Monday’ – as the festivities wear off and people return to their everyday lives amid dark, cold days and mounting credit card bills, navigating the negative sentiment at this time of year can prove challenging for brands. Whilst brands might naturally prefer to align themselves with optimistic cultural events and positive consumer sentiment, they may be missing out on an opportunity; to harness the power of hope and stand out by becoming the ones to uplift their audience.
Though January comes round as a predictable ‘crisis’ of sentiment, brands also face unexpected negative events. This was never clearer than during the pandemic, as an uncertain population proved desperate for reassurance; from the government, from health professionals, but also from brands. Microsoft managed to tap into this with their ‘Stay Home, Stay Safe’ campaign, aligning their technology with the need to shield ourselves, and vulnerable people, from the dangers of the pandemic. What's more, the7stars proprietary data showed that during this pandemic period confidence in brands remained at a net positive figure.
Psychologist Charles Snyder theorised that hopeful thinking is shaped by our ability to act, describing goals, pathways, and agency as the key components of hope. Microsoft’s campaign was more effective as it framed what might be assumed to be inaction – staying in our homes – as a positive, deliberate action. ‘Stay Home, Stay Safe’ was a simple communication containing a goal (Stay Safe), a pathway (Stay Home), and creating a sense of agency at a time when people felt powerless.
Hope-driven campaigns during the pandemic seemed to succeed also due to their wider social purpose – focusing on the community. During tough times, community comes to the forefront of our minds as we evaluate what really matters. People’s Postcode Lottery’s campaign ‘What The World Needs Now’ that launched in October 2024 celebrated optimism, positivity and the power of gratitude, creating a feeling of togetherness in a year that continued to face the impacts of the cost-of-living crisis.
Whilst challenging times can seem a risky environment for advertising, brands have the opportunity to create long-lasting, emotional positive associations by communicating a message of hope. Emotional messaging should focus on action rather than reaction, aligning the brand with a positive act anchored by a sense of community. Using the power of hopeful thinking, brands can weather even the darkest, coldest months.
Source: Marketing Week, Campaign, Ads of the World
