ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Wal-mart gets personal with shoppers
Euro online adspend up 11.5%
Category leadership vital in Indonesia
Mobile ad metrics questioned
Electronic Arts is most social brand
Indian attitudes to luxury alter
7 Day Round-Up
The Warc Blog
"Enraged" consumers require response
LONDON: Brand owners must respond to the growing number of consumers around the world who are "enraged" with the strategies and influence of major corporations, a study has argued.
As part of its on-going
research, The Futures Company, the global strategic insight and innovation consultancy, polled 28,000 adults in 21 markets. It found that 86% of the sample thought big business maximised profits at the expense of customers and communities.
Similarly, 85% of interviewees agreed that large corporations exerted a greater level of influence on government than citizens did.
In keeping with this trend, a further 86% of consumers thought a different set of "rules" applied to the rich, and the same amount believed wealth was too concentrated.
More specifically, around 50% of contributors felt "a lot" of anger about each of these issues, a group the study described as the "global enraged". A majority of people fitting this profile earned middle-to-high incomes, and had completed higher education.
While only a third of the "global enraged" had previously participated in a public protest to show their dissatisfaction with the business world, significant shifts in buying behaviour were much more common.
"As consumers, they are taking other forms of action against companies," Michelle Singer, the head of Global MONITOR, warned. "They will continue to look for outlets to express their anger and effect change, so represent a powerful and potentially dangerous vanguard."
In evidence of this, 47% of these shoppers now bought locally-made goods when possible. Another 36% avoided purchasing products from firms with low ethical standards, as did 29% from global corporations.
"Anger has pushed consumers past the tipping point," Singer added. "They're demanding that corporations get off the bench and get in the game of solving societal and economic problems.
"They want to see leadership and innovation that leads to breakthrough solutions. Companies that take on the challenge and demonstrate tangible progress will be rewarded. Those that fail to act will face backlash from the 'global enraged' and their new joiners."
Detailed insights drawn from this research will be discussed at a briefing in London on Tuesday, 16 October. A webinar will then be made available on Thursday, 18 October. For more information concerning this event, click
Data sourced from The Futures Company; additional content by Warc staff, 9 October 2012
Global marketing budgets improve
Admap Prize winners announced
Judges named for Warc Asia prize
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc