Leveraging Current Consumer Feelings for Public Media Sponsorship
Porter Novelli’s 2025 Mood and Mindset Report is “a monthly snapshot/survey of how Americans are feeling and what’s driving their actions during this pivotal moment in our culture.” It offers valuable insights into consumer behavior that public media can apply to our own corporate support efforts.
Peace, Stability, and Kindness Top the List
According to the Porter Novelli survey, “there’s widespread agreement that life feels turbulent, and a yearning for unity is strong.” Not surprisingly then, Americans surveyed say they need more of:
- Peace and calm – 48%
- Stability – 45%
- Kindness and unity – 43%
As you think about these findings, how might they inform the types of businesses you approach for corporate sponsorship? What categories come to mind when you think of these emotional needs? Consider doing some brainstorming as a team and use the Porter Novelli research as a conversation starter in your outreach. Here are a few ideas to get the ball rolling:
Peace and Calm
- Wellness and Self-Care: Think spas and massage therapy centers, yoga and meditation studios, essential oil and aromatherapy retailers, healing practitioners and wellness centers.
- Relaxation and Escape: Think tea houses and book stores, nature retreats and recreation, or boutique hotels/resorts that help consumers “get away from it all.”
Stability
- Financial Services: Think financial and estate planning.
- Repairs and Maintenance: People are typically more likely to repair existing big ticket items than buy new in times of uncertainty. Think auto repair, home improvement, plumbing, electrical, HVAC etc.
- Education: With varying levels of job disruption, think skills and workplace development.
- Utilities: Think utility companies and any new programs/services and related messaging they may have in regards to providing the electricity, gas, and water needed for daily life.
- Technology and IT: Think cyber security, software, and other services related to keeping individuals and businesses safe in a digital world.
Kindness and Unity
- Community: Think social responsibility and hyper-local businesses/nonprofits that, together with your station, offer a sense of community and belonging. Which local businesses want to be seen as community-facing at this point in time and would do well to align with public media, which is already highly regarded as a treasured, local community asset?
Values-Drive Brand Expectations
In addition to the emotional needs outlined above, Porter Novelli also found that “in the face of political pressure, polarization, and fear of backlash, Americans continue to expect brands to step up. A striking 86% say companies should stand up for people of all backgrounds and beliefs, and 75% want brands to support social and environmental issues.”
Public media is an ideal media environment for businesses to signal their commitment to these principles. Research shows that our audiences not only value diverse viewpoints and are themselves environmentally-minded, but they also reward companies that align with these beliefs and are predisposed to support companies that support public media.
The Local Opportunity
Finally – and what might be the most meaningful Porter Novelli finding for public media – nearly a third of Americans want companies to act locally, not just make big national statements. What people want from companies is clear:
- Community-based initiatives (30%)
- Changes to business practices (29%)
- Marketing that reflects their values (24%)
Public media is unmatched in its ability to offer local, community-based values-driven marketing that can enhance community image and positively influence purchase behavior on behalf of our underwriters.
So, while, as Porter Novelli found, “the public mood may be shifting,” there is no other media more well-positioned to meet the moment.
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