12 brands marketing positivity, kindness and joy
As the world begins to open up again, brands employ optimistic and hopeful messages to attract consumers' attention.
June 17, 2022
![12 brands marketing positivity, kindness and joy 12 brands marketing positivity, kindness and joy](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/blt162c6be1a0ed65f4/64ff183643093ab13d1833ee/positive-kindness-joy-branding-1000x520.jpg?width=700&auto=webp&quality=80&disable=upscale)
Founded with the mission of "inspiring and educating men to be happier and healthier," natural body care company Dr. Squatch supports Outward Bound, the Wounded Warrior Project and other charitable organizations—and has a darned good time doing it. The perpetually positive brand resonates with men through its upbeat, cheeky brand voice and imagery and its humorous social media content.
With its all-natural lean meat snacks, Brave Good Kind has a vision to "responsibly nourish the world with sustained positive energy." The one-year-old brand sells its Tender Chicken Bites under the banner "delicious bites of positivity" and the tagline #eatpositiveenergy.
Certified B Corporation NadaMoo! is on a mission to "spread positivity through every pint" of its super-creamy, dairy-free frozen desserts. With several certified-organic, Fair Trade Certified and no-sugar-added varieties, plus sustainable packaging across the board, this pioneering plant-based brand gives consumers happy, guilt-free indulgence.
A stalwart of sustainable packaging, ethical sourcing and building community, herbal tea brand Good Earth turns 50 this year. To celebrate, the company launched its Be the Good campaign, a nationwide initiative to inspire acts of kindness and spread positivity. Throughout April, Good Earth shared tips on how to "be the good" and offered "surprise and delight" packages to consumers who positively impact their communities.
Known for its vibrant colors, fun fonts and scrumptious better-for-you mac 'n' cheese, Goodles lives and breathes its "make, be, do gooder" tagline by being "do-gooders" in the community and supporting World Central Kitchen. The brand also inspires consumers to do random acts of kindness through its #DoGooderChallenge series.
A Certified B Corporation and 1% for the Planet partner, Good Culture wanted to celebrate consumers who make the world a better place. So in December, the maker of "ridiculously good" clean-label cultured foods launched its Ridiculously Good People contest, asking folks to nominate a loved one who exudes kindness and generosity. In January, the company awarded the title—plus a kitchen stand mixer and one year's worth of Good Culture products—to U.S. Marine Jason Mackinnon for his heroism at home and abroad. He's been deployed four times, has pulled a man from a burning vehicle and performed the Heimlich maneuver on a choking woman, according to his mother-in-law, Karen Anderson.
Through its Pledge Good Foundation, clean-label frozen treat brand GoodPop inspires kindness by donating $1 to charity for anyone who pledges to do a good deed. Consumers can pick from a variety of efforts listed on the company's website—Facetiming a loved one or making extra food for a neighbor, for example—or submit their own goodwill gesture, then choose a cause for GoodPop to support.
With its tagline "Eat Good, Do Good," frozen meals and meatballs maker Simek's enables consumers to practice generosity locally. For every product purchased, the brand automatically donates a meal to someone in need in the shopper's community.
Once her toddler son was diagnosed with life-threatening food allergies, Leah Lopez founded Better Bites Bakery to bring the joy of sweets to all people, totally risk-free. Made without the eight most common allergens, these cupcakes, cake bites and other treats deliver "all joy, no worries," just like the cheery brand logo says.
Love, Corn, maker of Non-GMO Project Verified crunchy corn snacks, believes in giving back and doing good through business, but also that "our brand should make consumers smile." The company accomplishes this through its bright, joyful branding and delicious products—and by enabling shoppers to "share the love" by sending a free snack pack to a friend.
With "joy" as part of the brand name, you know immediately what this grain-free, allergen-free pretzel company is all about. FitJoy's "Daily Dose of Joy" blog shares quick tips, fun recipes, wellness inspiration and even playlists, all centered around creating joy.
Physician-developed Good Day Chocolate believes in promoting joy and providing relief. The innovative brand does that by wrapping milk chocolate around multivitamins, probiotics and sleep and stress supplements, making them a joy to take for both kids and adults.
Physician-developed Good Day Chocolate believes in promoting joy and providing relief. The innovative brand does that by wrapping milk chocolate around multivitamins, probiotics and sleep and stress supplements, making them a joy to take for both kids and adults.
The best brands project empathy, convey a certain attitude and inspire an emotional response from consumers. This helps them establish relevance, forge meaningful connections with their fans, garner trust and admiration, and ultimately build brand loyalty, says Fred Hart, partner and creative director at Interact, a food and beverage branding and packaging design firm.
Though brand attitudes and desired consumer reactions run the gamut, one trend is gaining traction: Companies are centering their branding, marketing and messaging around kindness, positivity or joy.
Perhaps this is a reflection of life in 2022, with the worst of the COVID-19 crisis finally (hopefully) behind us.
"COVID-19 had the world take stock on what means most to us: our friends, our family, the simple joys of being together," Hart says. "In a hopeless time, we all want to regain our sense of happiness."
As a result, consumers are eating up brands that exude positivity and joy and inspire kindness. According to Attest's 2022 Consumer Trends Report, when asked which types of brand messages appeal the most to them right now, respondents ranked "humorous and entertaining" first, followed by "motivational and inspirational." By contrast, in pandemic-addled 2020 and 2021, more consumers were drawn to reassuring, educational and thought-provoking brand messages.
But the trend toward positivity, kindness and joy is also the mark of a generational shift.
"The up-and-coming generation, Gen Z, is notoriously turning to fun, joy, irreverence and playful mischief," Hart says. "You can see this reflected in bright colors, characterful-driven aesthetics and the 'adorkables' trend."
Clearly, positivity, kindness and joy resonate with today's consumers—and sell products. Here are 12 natural products brands that excel at this form of branding, marketing and messaging.
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