Global uncertainty is rife and turning on the news can be an exercise in tolerance, as yet more negative stories are told. As a result, the role of brands in public discourse takes on a new dimension — optimism could be the key to capturing the hearts and minds of the everyday consumer.

During PRmoment’s latest webinar ‘In an era of global doubt, can brand communications be optimistic’ in partnership with Zeno, speakers discussed the data-points surrounding optimism and revealed the emerging trends brands, and PR, can leverage.

“If you can't align your brand values with human values then you’re not going to engage in a meaningful way.” Thomas Bunn, global chief client impact officer at Zeno told attendees at the virtual webinar, held on 29 April.

Bunn ran through data-points from Zeno research, which identified that alongside a generation divide there is an emerging gender divide amongst consumers, especially with political viewpoints.

He highlighted that Zeno research discovered that women aged 18-34 across Europe are increasingly focused on social responsibility, equality and social tolerance; while their male counterparts are increasingly focused on traditional gender roles, power, self-interest and conformity.

It also identified that twice as many European men, compared to women, say maintaining traditional gender roles is important, but less than 7% of men globally can relate to depictions of masculinity in the media.

Using these findings, John Lynch, strategy director at Zeno, identified the main points on optimism that brands could harness to their advantage:

• Optimism gap - not all consumers feel optimistic about the future, but brands can empower them.

• Atomisation culture - people are more selective about who they spend time with because of polarising political views. The challenge for brands is to get an invite into these micro-communities, but it would be very rewarding to do so.

• Seeking stability - Brands should be open to emerging trends amongst Gen Z as some are making a move back to traditionalism within gender and also entrepreneurial activities, like side hustles.

• Anti-algorithm culture - people want personalisation but don’t want it to feel robotic, brands need to make audiences feel like they’ve discovered something on their own.

• Absent accountability - consumers still care about sustainability and expect government and businesses to help clean the environment, brands should be pragmatic about sustainability.

• Functional foods - people care about foods that are medicines and brands can tap into that optimism.

Meanwhile, during a Q&A session with PRmoment founder Ben Smith, Amy Parry, head of brand at Zeno addressed what clients need to see from PR agencies during this time, and addressed whether staying silent was the best PR strategy.

“We do need to give that outside perspective by knowing broader cultural contexts and audience trends,” said Parry.

“The real thing around optimism is that it can't just be wishful thinking, it's something you need to feel, show and prove. It's an act of leadership, and if you want to be a leading brand it's something you have to step into, especially when there’s this feeling of uncertainty and divisiveness.

“It does mean we need to act differently. We are advising clients of new ways in and how brands can see the opportunity in the escape and agency audiences are looking for, and also how they are looking for brands to act in this space.

“There is an opportunity for brands to be a stabilising energising force for people and to be the wind in their sales. It can be super tempting but silence does not equal safety.”

Adding an in-house PR perspective on brands potentially watering themselves down during the current global issues, Daisy Hawker Wallace, former head of PR, deputy director at Avanti West Coast, gave advice on how to deal with that situation.

“I’ve always said don’t join a conversation for the sake of it, but if you have something to say or your brand/business has a role in that space then definitely join in. Don’t do it just because everyone else is talking about it.

“But then, don’t also be silent, because that’s not okay either. You’ve got to find where you belong in the conversation and that goes back to values and what you stand for, and if the business is aligned in that.”

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