00:01The most effective marketing campaigns are when brands are more conscious with
00:06their content and take the opportunity to make a human connection. Conscious
00:11content is genuine inclusivity, a celebration of individuality, and having
00:16a sincere interest in your consumers to make a meaningful impact. We had the
00:22hypothesis that when brands take this more empathetic attempt with their
00:25content, that this could drive both a positive social impact and a positive
00:31business impact. So we conducted an experiment to find out. We partnered with
00:36a cognitive research firm to get a deeper understanding of how conscious
00:40content was driving optimism, brand advocacy, and purchase intent. We use
00:46biometric measurements, a 90-person pre and post exposure study, and 30
00:52exploratory interviews to unveil the deeper impact of content on consumers.
00:58During the interviews, we heard a variety of initial reactions.
01:02It's just amazing to me that that type of advertisement was produced and must have
01:07gone through such a strong vetting process. And I think what that says to me is that
01:12we need women, we need people of color, we need diverse humans represented in media
01:19at all levels, especially management. I feel like today in media I'm seeing more
01:25people of color, more than I typically see, and I feel like there's more of an
01:29initiative to show diversity and different types of people. For it not to
01:34just be black, white, Latina, for it to be specific within that, that it's not just
01:40like gay stories, but it might be queer stories, it might be bisexual stories. Having real
01:46conversations with the consumers and not just using stereotypes or projections of
01:52what they think an underserved community or a minority might be attracted to.
02:00And our biometric findings unveiled the deeper cognitive and emotional response.
02:05After viewing conscious content, feelings of optimism rose in comparison to non-conscious content,
02:13where optimism saw a statistically significant dip. We saw an increase in brand advocacy. Viewers were
02:20nearly two times more likely to share a conscious video than a non-conscious video. And ultimately,
02:27they were more likely to purchase. With 58% of viewers expressing purchase intent after exposure to
02:34the conscious videos, it became evident to us that our hypothesis was true. Brands can drive a positive
02:41impact for both consumers and for their brand when they create content through a more conscious lens.
02:48When I think of positive media content, it makes me feel like we're in this together.
02:53Staff the writing rooms, staff the production studios, staff your team with people that look like this country.
03:00It's no longer an excuse. You work in media, you have access to information, and it's no longer an excuse.
03:08Are you from the end of this video?
03:09No!
03:09I'm not worried.
03:10I'm not worried!
