Good News: Optimism in Marketing Isn’t Dead

Our agency is built on optimism. We've always seen it as an essential ingredient in our best work and our company culture alike. Don't worry, our optimism isn't blind and doesn't come at the expense of clarity. In fact it coexists quite nicely with the other isms - stoicism, pragmatism and even pessimism.

And yet, it has felt like optimism has been in short supply of late. We've missed it and the licence to thoughtfully leverage it. We admit we've even asked ourselves...is optimism dead? And if not, when is it the right time to lead with it again? When is the era of ‘now more than ever’ over?

It's questions like these that inspired Praytell to launch our first Optimism Index. Powered by Project Worldwide, it’s an annual research initiative with the goal of assessing sentiment from marketing leaders. The goal is to get a gauge on a path forward for work that doesn’t just manage reputation, but advances reputation and ultimately growth with our friend optimism at the core.

The good news? Optimism is ready for a comeback.

AFTER A LONG YEAR(+), OUR INDUSTRY IS PRIMED FOR POSITIVITY

• 88% of marketing leaders want more positive messaging in ads.

IT’S NOT A BLIND SENTIMENT. OPTIMISTIC MARKETING (STILL) DELIVERS

• More than 70% of marketers find that optimistic ads are more effective and memorable than pessimistic ads.
• Over 80% of marketing leaders believe that optimistic campaigns deliver better ROI.

THERE’S OPPORTUNITY TO TURN UP THE DIAL, FINALLY, TO PULL CONSUMERS FORWARD

• 52% marketers believe too many ads today are negative.
• Only 37% think society is becoming more optimistic in general

AT A TIME OF UNPRECEDENTED INDUSTRY CHANGE (AND CHURN), THERE’S CLEAR OPPORTUNITY

• Marketers believe in and want to work on positivity. 90% agree that marketing has the opportunity to have a positive impact on society.
• Staff need a reason to believe. In fact, 89% say the most enjoyable campaigns to work on in their profession are positive ones.
• Millennials appear to be the most positive generation. They are more likely to find reason to feel optimistic about the economy (99% vs. Boomers+: 81%) and society more broadly (94% vs. Boomers+: 69%)
• Marketing professionals, who have been at their current company for less than 5 years, are especially optimistic about delivering high-quality work (63% vs. Total: 52%) and increased customer engagement (57% vs. Total: 46%).

OPTIMISM FEEDS AND NOURISHES MORE OPTIMISM

• Looking ahead, 88% of marketing leaders are just as, if not more, optimistic for their industry’s future a year from now.
• 74% say they are seeing more positive than negative signals from peers.

SO WHAT?

Despite ongoing challenges, the vast majority of leading marketers are feeling positive. There is also a clear belief that optimistic work provides personal fulfillment and produces a better ROI.

Marketers have an opportunity to use optimism to drive favorable reputation gains, as it gives permission to create and execute bolder campaigns. Standing out from competitors now in this time of change requires a blended understanding of people and culture that no other function within a company can match, and the gains for reputation advancement through embracing optimism are waiting on the table.  

Reflecting the data and insights from the Optimism Index, we are excited to launch Praytell Advance, our new Reputation practice. Our focus will be on reputation advancement rather than management, as we believe advancement to be inherently proactive and rooted in optimism and creativity.

Praytell Advance will tap into the zeitgeist to create new positives rather than react to negatives. Using optimism as a key lever to help drive favorable reputation gains, there is a world of opportunity waiting for those bold enough to become and stay optimistic

The industry is ready. The opportunity is real and here. The time to advance is now.

IN TIMES OF CRISIS, WE MANAGE REPUTATION. IN TIMES OF OPPORTUNITY, WE MOVE FORWARD. THE TIME TO ADVANCE IS NOW.

Want to learn more about the Optimism Index or Praytell Advance? Email us at hello@praytellagency.com

Survey Methodology

The Praytell Optimism Index, powered by Project Worldwide, was based on the findings from a survey conducted by Kelton Global, a Material company, from May 17th to 31st among 250 respondents with decision-making authority in marketing roles. The 10 minute survey asked about the levels, sources and signals of optimism that these professionals have based on their unique position as marketing leaders.