Because people feel good and are willing to spend more money-that's not really a revelation, but it can offer you an opportunity for new avenues of marketing and promotion.

Research from Pinterest, conducted in partnership with Morning Consult, demonstrates that more positive environments are better suited to brand messaging, especially with Pinterest.

"A brand health score is essentially a snapshot of how well a brand is perceived by the public," Pinterest explains.

"The study finds that positive environments drive the effect for brands at every stage of the purchase funnel. When in a positive space, 6 in 10 American adults agree that they are more likely to remember brands they come across online (56%), feel positively towards brands they come across online (59%), trust brands they see in a positive space (56%) and ultimately buy from a brand (54%).

Again, this isn't exactly shocking-things that the user already feels more positively about will be shown to them when they're in a better state.

Logically this makes sense, but the variation that Pinterest is going to focus on is that other social applications like Facebook and Twitter have had problems with the poor user experience, at least in the way of argument and debate.

True, Facebook has lately attempted to purge political content completely from the app after user feedback indicated it had a corrosive effect on the user experience, whereas new Twitter chief Elon Musk is keen to expose users to more contradictory content in the hope, ideally, of improving broader understanding. Which research shows it's unlikely to do, as people tend just to get more upset when confronted by argumentative content.

In this, Pinterest is trying to be different by pursuing a focus on positivity improvement. Now this is paying off.
To Pinterest,
"Pinterest is an online haven: 2 out of 3 report feeling positive when leaving the platform. That positive feeling grows with usage; 78% of weekly Pinners report feeling positive when leaving Pinterest."

I'm not sure 'oasis' is the word I would use, but the study does indicate that Pinners have a greater likelihood of having an overall positive experience in the app, which may also play into why brand perception and performance will improve.

This becomes another factor you want to incorporate into your marketing strategy, as Pinterest's emphasis on product discovery may offer more chance to leverage your outreach efforts.

away from the angst of other applications, so maybe Pinterest could be another way to boost brand perception and marketing performance.