Consumers seek uplifting content amid growing digital negativity, according to Upworthy and Alter Agents study

New research shows that brands can foster loyalty and drive purchase behavior by sharing positive content

Los Angeles, CA – 12 February 2025 – Upworthy, a media brand dedicated to sharing the best of humanity through storytelling, and Alter Agents, a leading full-service market research consultancy, revealed the results of their latest study, The Power of Uplifting Content. The study highlights a growing trend in consumer behavior: a call for authentic, uplifting content that offers a respite from the divisiveness dominating social media and news platforms.

“Telling stories of a better world helps create one. Given the excess of negativity and divisiveness online, it’s fantastic to see new data that positivity outperforms in the market. We remain unwavering in our commitment to advancing a more positive online environment,” said Upworthy CEO Max Schorr.  

The study data indicates that embracing uplifting, authentic messaging can help brands connect with consumers and increasingly curate their feeds with positive content. Uplifting content isn’t just improving sentiment—it’s influencing purchase decisions and brand advocacy.

Key Findings from the study:

• 76% seek out “feel-good” content now more than ever. 
• 82% are likely to share heartwarming content, increasing organic reach and brand advocacy.
• 86% say they are more likely to purchase from brands that make them feel positively.
• Positive content distributed by Upworthy increased purchase intent by 5.4x compared to traditional brand content.

Content produced and distributed by Upworthy outperformed both brand-distributed positive content and traditional brand content, showing a 7.5% average increase across brand opinion, likelihood to recommend brand, and purchase intent compared to the control. Brands committed to positive, purpose-driven messaging cultivate stronger trust with their audience and see significant boosts in key metrics.

“As negativity saturates digital spaces, consumers are clearly telling us they want something different,” said Devora Rogers, Chief Strategy Officer at Alter Agents. “Brands have a real opportunity to cut through the noise by delivering uplifting content that resonates emotionally and drives engagement and loyalty.”

To view more data from the study, visit: https://alteragents.com/ebook/uplifting-content

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