Survey Says: Glass Half-Full Thinkers Drink More Milk

DALLAS – June 5, 2019 – Most people know that seeing a glass as half-full is associated with having an optimistic worldview, but does it hold up to the test? Borden, a heritage American brand and leading U.S. dairy processor and distributor, sought to answer that question and uncover personality and lifestyle traits of optimistic thinkers for its new “Glass Half Full” marketing campaign.

The survey, conducted by One Poll on behalf of Borden in advance of June’s National Dairy Month, confirmed that 58 percent of Americans who viewed a glass containing an equal amount of liquid and empty space as half-full are optimists. The survey also showed that optimists share traits like decisiveness, playfulness, creativity and milk-drinking.

“Breakfast is the top occasion for milk, and we wanted to see how taking the time to start your morning with breakfast may influence your outlook the rest of the day. It is delightful to confirm that milk drinkers are, indeed, more often glass half-full thinkers,” said Borden Chief Marketing Officer Joe DePetrillo. “This spirit is captured in Borden’s new marketing campaign and tagline – Glass Half-Full Since 1857 – which highlights the pure joy and optimism of Borden consumers.” 

Glass half-full thinkers might be more optimistic because they allow more time for fun – respondents who think more positively reported having two more better-than-average days a month than those who see a glass as being half empty (11 days vs. 9 days). Glass half-full thinkers also report spending approximately seven more hours a week on their hobbies than glass half-empty respondents.

Glass half-full thinkers are 39 percent more likely to self-identify as a morning person, although the majority of both groups of respondents believe great days start with great mornings.

“For National Dairy Month, it’s good to remind both ‘glass half-full’ and ‘glass half-empty’ thinkers that drinking milk in the morning brings significant benefits,” said DePetrillo. “With a quick bowl of cereal and glass of milk, you get a kick start to the day with a great source of protein, Vitamin D, potassium and, of course, calcium – nutrients that many Americans are currently lacking.”



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More optimistic
More patient
More assertive
More right-brained
More competitive
More extroverted
More practical
More playful
More adaptable
Drink more milk
11 “better than average days” a month
More likely to be a morning person
Spend 21 hours on hobbies per week
More likely to use Twitter



More pessimistic
More left-brained
More laid-back
More introverted
More sentimental
More serious
More rebellious
9 “better than average days” a month
More likely to be a night person
Spend 14 hours on hobbies per week
More likely to use Instagram



60 percent are glass half full thinkers
More assertive
More introverted
More playful
More adaptable
81 percent love their jobs
6 hours of sleep on average
7 days of vacation per year
23 percent drink milk more than once a day



More creative
More laid-back
More introverted
More practical
More rule-following
77 percent love their jobs
60 percent are parents
More of a morning person



  1. Drink coffee (66 percent take milk)
  2. Get enough sleep
  3. Shower
  4. Listen to music
  5. Eat a light breakfast (cereal, toast, etc.)

About Borden
Founded in 1857 by Gail Borden, Jr., Borden is a heritage American brand that produces more than 35 wholesome and delicious products enjoyed by millions of people every day. Borden was the first company to develop a patent for the process of condensing milk, as well as the first company to use glass milk bottles. In 1936, Elsie became America’s favorite spokes-cow and was recognized in 2000 by AdAge as one of the top 10 advertising icons of the 20th century. Today, Borden is headquartered in Dallas and operates 13 milk processing plants and nearly 100 branches across the U.S. that produce and distribute nearly 500 million gallons of milk annually for customers in the grocery, mass market, club, food service, hospitality, school and convenience store channels. The company’s People First culture has inspired decades of loyal tenure among hundreds of the 3,300 people Borden employs. In 2019, Borden landed the No. 16 spot on Forbes’ list of America’s Most Reputable Companies, highlighting the company’s well-earned trust amongst consumers. For more information, visit bordendairy.com.

Media Contact:

Adrienne Chance
Senior Director of Corporate Communications
Phone: (214) 258-1332
E-mail: communications@bordendairy.com