WHAT INDUSTRIES ARE CREATING THE MOST POSITIVE EXPERIENCES?

Every minute internet users send over 500k tweets and 510k Facebook posts, with many of the comments containing insights on what customers think about products, brands and services that they use. The importance of positive and negative opinions is huge as they can have a strong impact on a brand’s reputation. According to recent data, about 40% of buyers make up their minds about a brand after reading 1-3 online reviews. 

In today’s blog, we will discuss the recent Brandwatch report to understand what drives sentiment and what are the sentiment benchmarks by industry . The report analyses more than 140 million public mentions of nearly 550 top brands, including sentiment trends by different industries and sectors.

According to the Brandwatch sentiment-based data, certain industries, such as food, fashion, and entertainment, were more likely to generate positive mentions. The positive sentiment was mainly driven by influencers and celebrities popping up with Lil Nas X being named Taco Bell’s chief impact officer and Chick-Fil-A naming a drink in honour of NBA star Giannis Antetokounmpo. Consumers also enjoyed discussing the news about brands that align with their social or political views. 

On the other hand, sectors such as energy, airlines, and pharma tend to generate more negative comments. “Side effects”, “supply”, and “vaccine rollouts” driven the negative discussion around pharma brands. 

In these conversations, people frequently shared their opinions and experiences related to COVID and vaccines. COVID was the biggest driver of negativity in discussions around airline brands too. The typical complaints included cancelled flights, lack of communication, poor customer service and staffing shortages caused by the pandemic.

Emotion-categorised Conversations.

Entertainment, fashion, and retail brands were sparking joy, with 62%, 61%, and 62% of emotion-categorised mentions, respectively, identified as joyful.

Pharma had the largest proportion of fearful mentions, together with the energy, CPG and food Services. Food Services had the largest share of disgusted mentions.

Consumer Tech and Telecom Brands were the ones that sparked anger (45%). This was driven by complaints about connectivity and service.

The data shows that there is no one size fits all approach when it comes to Sentiment and Brand Health tracking. Every industry has different sentiment drivers and overall level of satisfaction, so you need to be careful when benchmarking your brand performance. Contact Immediate Future today if you want to get the most from social listening and always stay ahead of trends.

Latest Posts

B2B marketing success in 2025 depends on trust, not just reach. Buyers use social to research, value authentic video, and trust thought leadership more than ads. This roadmap shows how to build belief with content mixes, creators, and social proof—because trust is the KPI that drives growth.
Read More
Here we are, entering the “Mber” months, and we all know those are always busy months for marketing and design teams. Between new campaign launches, seasonal promotions, and the pressure to deliver standout visuals before the holidays, structuring your workflow becomes just as important as the creative work itself. This…
Read More
If you still think Reddit is the wild west of the internet, you’re already behind. For years Reddit sat on the sidelines of marketing plans, overlooked in favour of shinier platforms. Too messy, too unpredictable, too risky. And guess what, while brands looked away, audiences didn’t. They piled in. And…
Read More