B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
32%
32% -- purchase intention increase for Pandemic-era ads emphasizing kindness and unity (US ads in Zappi study) (2020-2021)
Pandemic-era ads tapping into themes of kindness and unity saw a 32% increase in purchase intention.
- Brand recall simultaneously decreased by 5.6% due to overused pandemic imagery and narratives.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
32%
Unit
Percentage
Data Vintage
2020-2021
Entity
Sample Size
2,300
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Zappi
Primary
Tier C
https://www.theuptownagency.com/insights/most-important-advertising-trends-2024 ↗
Source Article
2024 Advertising Trends | The Uptown Agency
The advertising market is an ocean of trends that constantly ebbs and flows. It's essential to keep a close eye on the advertising market as it stands currently, where it's been, and where it's heading.
Written By:
Alexandria Gillespie
Alexandria is a brand strategist with The Uptown Agency. Her bea…
Original Research
Zappi
· Original study ↗
Methodology
From Zappi study analyzing 2,300 ads from the prior four years (2019-2023); tied to the 17.5% increase in emotional appeal for kindness/unity-themed pandemic ads
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Pandemic-era ads emphasizing kindness and unity (US ads in Zappi study): 32% purchase intention increase. Source: Zappi (2020-2021). Via Lighthouse Intelligence -- https://lighthousedata.io/data/pandemic-era-ads-purchase-intention-increase
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<blockquote cite="https://lighthousedata.io/data/pandemic-era-ads-purchase-intention-increase" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>32%</strong> -- purchase intention increase for Pandemic-era ads emphasizing kindness and unity (US ads in Zappi study)<br><small>Source: Zappi (2020-2021) · <a href="https://lighthousedata.io/data/pandemic-era-ads-purchase-intention-increase" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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