Consumer Behavior

Consumers want positive, uplifting content from brands

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February 25, 2025

Consumers are seeking uplifting, positive content given the divisiveness in social media and news channels.

That's a top finding from an Upworthy and Alter Agents study, "The Power of Uplifting Content," which revealed brands can foster and drive purchase behavior by sharing positive content.

"Telling stories of a better world helps create one. Given the excess of negativity and divisiveness online, it's fantastic to see new data that positivity outperforms in the market. We remain unwavering in our commitment to advancing a more positive online environment," Upworthy CEO Max Schorr said in a press release on the findings.

The study data indicated that embracing uplifting, authentic messaging can help brands connect with consumers and increasingly curate their feeds with positive content.

Additional findings include:

• 76% seek out "feel-good" content now more than ever.
• 82% are likely to share heartwarming content, increasing organic reach and brand advocacy.
• 86% say they are more likely to purchase from brands that make them feel positively.

"As negativity saturates digital spaces, consumers are clearly telling us they want something different," Devora Rogers, chief strategy officer at Alter Agents, said in the release. "Brands have a real opportunity to cut through the noise by delivering uplifting content that resonates emotionally and drives engagement and loyalty."

Alter Agents is a market research consultancy reimagining research in an era of shifting decision-making. Founded in 2012, Upworthy is a media brand focused on positive storytelling.