Gartner Research

Reframe Optimism to Connect With Consumers in Pessimistic Times

Published: 21 May 2019

ID: G00388748

Analyst(s): Tim Barlow


Brands have long tapped into consumers’ aspiration for a brighter future. But what happens when consumers don’t agree on what constitutes "brighter"? Brands that rely on optimism must shift to smaller scale narratives if they wish to connect to the one aspect of life where consumers see signs of hope.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Don’t Drop Your Positive Brand Messages Into the Cultural Divide
    • Recommendation
  • Focus Positive Brand Positioning on a Smaller Circle of Consumer Influence
    • Recommendation
  • Empower Consumers to Take More Control in Their Personal Lives
    • Recommendation

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