Human values can help brands connect their communications to issues and ideals that matter to consumers, but stronger value expression does not always generate more engagement. An analysis of nearly 28,000 posts from 47 brands found that audience response varied by industry, value category and message characteristics. Fashion brands performed best with subtler value integration, while other sectors showed different patterns, indicating that brands must calibrate value-led messaging to their audience and context.
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As consumers add AI-powered search engines to their information routines, their behavior changes with the platform and purpose of the search. An observational study of 848 real-world searches found that traditional search still dominated, while AI-powered search was used more often for advice-seeking. It drew substantially longer queries and produced fewer outbound clicks. The findings suggest that advertisers may need to rethink long-tail keyword strategies, website optimization and ad models as search behavior becomes divided across traditional and generative platforms.
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How do consumers respond when brands incorporate LGBTQ themes into their advertising? An analysis of more than 20,000 YouTube comments finds that overall, sentiment toward LGBTQ-themed advertising is predominantly positive, but responses vary considerably depending on the content. Celebratory and family-oriented themes tend to generate more positive reactions, while brand activism and portrayals that challenge traditional gender expectations can produce more polarized responses. The findings underscore the importance of authenticity and understanding the social and cultural dynamics surrounding inclusive advertising.
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Grit is usually associated with perseverance or sticking with a plan to reach a difficult goal and finding innovative ways to overcome any obstacle. But when grit appears in advertising, it may encourage consumers to explore rather than stay the course. A Journal of Advertising Research study finds that advertising designed to evoke feelings of grit can increase consumers’ willingness to seek variety, try unfamiliar options and consider switching brands. The effect is driven by a promotion-focused mindset that encourages consumers to pursue gains and seek the best possible outcome.
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