Optimism is on the rise and quickly becoming a key part of brand strategy as audiences seek out content that shows positivity in action. But what exactly does this look like in practice? Some creators are already showing how optimism can translate into content that inspires hope, builds confidence and resonates with audiences.
Just take Asher Malachi who has built a platform from asking people to hand him their “negative energy” before physically throwing it into a bin, this simple but symbolic act has delivered millions of views online. Or take harry_pretty_potholes who fills potholes with flowers to make streets more beautiful, transforming everyday infrastructure problems into something positive with one video alone reaching 12.1 million views.
Genuinely optimistic content is still surprisingly rare on social platforms. The top 10 optimistic posts online have reached more than 3.7M views, yet fewer than 1 in 1,000 posts are genuinely optimistic. In other words, audiences want to see more positive content online. This gap gives brands a real opportunity to step in and shape this newly emerging space.
Here’s what your brand should know about using optimism as a strategy:
Work with Creators Who Embody Positive Agency
Value alignment matters now more than ever as 95% of Gen Z research brands before buying. Brands should work with "Action-Based" optimists and look for creators who intentionally embody positive agency. When brands partner with creators who are doing good in the world, your product becomes a part of that story and your brand becomes linked to that positivity.
Take creator Jacob White who hosts casual lunches for friends and turns simple meals into a series about generosity and community. His partnership with Flora in this format drove 3.3M views, positioning the brand around connection and shared moments rather than just cooking. For brands, not only does this kind of content drive massive reach without hard selling, but it also reframes a product as a link between human connection and community.
Turn Content Into a Journey People Can Follow
Content that shows change, progression, or transformation will always perform well on socials. Audiences want to see real journeys: the ups, the downs, and everything in between. Brands and creators show that growth is possible and that setbacks are only temporary by showing progress over time, inspiring hope and confidence in audiences.
A skincare brand could work with a creator documenting their skin journey, showing the good and the bad days as well as a realistic behind the scenes journey. Just take creator Olivia Kitty, when she posted a TikTok with a "before" image of her own skin, it gained 51.4K views in just one day.
One step further, episodic storytelling helps tap into relatibility and engages people to come back, remember your product, and share it with others.
Celebrate the Small Wins
Brands don’t need to celebrate just the big wins, small victories matter too, and they can sometimes be more relatable to audiences. With hashtags like #HopeCore and #GlassHalfFull trending, audiences want content that is centred around gratitude and everyday feel good moments.
Simple formats like “Little Things That Made My Week” or behind‑the‑scenes team content invite audiences into a brand’s world. Take Vieve, who is harnessing optimism through product launches such as the ‘Gratitude Attitude Hoodie’.
Tap Into Hobbies and Community Events
We’ve been seeing a rise in real life events though brand or creator-founded communities, from events like run clubs to pop ups.
Just look at our Lizi’s Granola pop-up, where we partnered with These Girls Run for a community-led 10k run followed by a granola-fuelled brunch at Nue Ground. Free Soul also hosts various community events, wellness panels and talks.
By tapping into an engaged fitness and wellbeing community, these brands embed themselves in a moment of real community, boosting brand affinity. What’s more, this is a way to make optimism tangible, not just something seen on screen, but something consumers can actually be a part of.
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