Lessons from The Globe’s shift toward more lifestyle content

In the Star Wars universe, there’s a lot of talk about restoring balance to the Force, and in these chaotic times you can apply this need for balance to news media. Reporting on this shift is Sean Stanleigh, head of Globe Content Studio, the content-marketing division of The Globe and Mail.

The dismantling of decades-long political and cultural norms has become commonplace. Tariffs and trade wars continue to impact businesses and consumers. Housing markets are disrupted. Institutions are weakening. Canadians are concerned about declines in affordability and health care, about the impact of generative AI on their employment, about severe weather and public safety.

It’s a lot to absorb. News fatigue is real. Globe and Mail readers have been telling us this in their correspondence – through comments, through our customer-service channels, through surveys – and in their consumption habits. Data indicated increasing interest in storytelling outside core news and business verticals.

Media companies are often criticized for delivering too much “bad news.” It’s the nature of the beast. But that doesn’t mean we don’t provide “good news,” it just means we tend not to promote it as readily, or to do enough of it. It could be described as a marketing challenge.

The Globe recognized the need to restore balance, and over the past year or so, we have been working behind the scenes to boost coverage of stories that fall under the umbrella of “how we live.” New editors and writers were hired in diverse topic areas such as wellness, relationships, culture, fashion, beauty and travel.

Vibrant, bold, and engaging would best describe the tone of the storytelling, not soft and fluffy. Page designs were improved to boost visual impact and to make user experiences feel fresher, and home pages were updated to make life and culture stories more easily discoverable. 

In short, the changes, officially unveiled on Sept. 17, 2025, rebooted the way The Globe presents itself to the world. The early results? More page views, deeper engagement, and higher reader satisfaction.

For brands, it enhances access to a high-value, deeply engaged audience that turns to The Globe for content that doesn’t just inform, it inspires. We have a deeper understanding of reader preferences, and on the content marketing side, our creativity, innovation and storytelling is amplified by those expanded insights, which we leverage on behalf of brands to improve campaign successes.

There are a few key takeaways for advertisers and marketers:

Project positive energy

It’s important to recognize the news your audience is exposed to. It exists, Canadians see it every day, and it needs to factor into campaigns. It’s how you do it that matters. You can be mindful of it without dealing with it directly.

Globe readers did not want us to exclusively publish lifestyle and culture stories – daily news remains the bulk of their consumption – they wanted balance. As a brand, you need to consider that customer moods might not always be positive. Provide the antidotes they crave while acknowledging the big picture.

Fears of a recession, for example, are long-standing but warranted. Experts continue to warn of a potential stock-market correction. Businesses and consumers are tightening their belts and reducing their spending. Nod to the challenges when it’s relevant by positioning your products or services as worthy solutions or enjoyable distractions.

Strive for authenticity

Be empathetic and relatable in your messaging. Can you position your brand as affordable? How are you easing potential customer pain points?

You have experts in your business who can provide relevant information and guidance about your industry, and you potentially have clients willing to add testimonials. Leverage these assets to stand out with human-centered storytelling.

Are your subjects comfortable behind the mic or in front of a camera? Younger audiences in particular like to hear from engaging personalities. If you have someone like that in-house, leverage their skills for your content marketing. If not, stick to the tried-and-true with a more text-based approach. Find your comfort zone to maximize effectiveness.

Lean into classic approaches

Pausing your marketing is never the right option. It’s actually best to double down when competitors might be inclined to step aside. Don’t give your audience a chance to forget about you – re-igniting interest is twice as hard as sustaining it.

With content marketing, awareness and consideration are cornerstones. Think about your unique selling proposition and what makes you stand out. How can you combine thought leadership with subtle integration of your brand because it’s the best solution out there?

Bite-sized tips and lists are easy to compile and produce across formats if you’re stuck on where to start. Measure your results. Adjust based on data. Listen to your audience. Let it be your guide.

Sean Stanleigh is head of Globe Content Studio, the content-marketing division of The Globe and Mail, a national Canadian media organization. For our full range of advertising solutions, visit Globe Media Group.