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Consumer attitudes

Consumer attitudes are a combination of beliefs, feelings and intentions related to a particular object or concept. In the present climate, marketers are particularly interested in consumer attitudes toward environmental and social issues, financial issues, health and wellbeing. Attitudes can be positive, negative or neutral and can differ according to context. Understanding consumer attitudes helps a business understand customers better and how they might influence or respond to those attitudes.

Key Reading

Important papers from across the Warc database

This report from Havas Worldwide discusses changing attitudes towards consumption globally, the rise of the 'sharing economy' and the opportunities this presents for brands. It argues that brands can serve as guarantors and protectors in the sharing economy, and a number of them are already active in this area.
Why people's attitudes towards the environment are changing – and how these changes impact on brands.
How brands can capitalise on consumers' growing desire for control in all aspects of their life.
Nielsen research on body image perceptions and healthy eating trends around the world.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

Case Study

This case study explains how car company Renault used an app, a TV show and a roadshow to increase sales among business people in Italy.

Case Study

This case study explains how UnitedHealthcare, an American health insurance company, used humorous ads - including on TV, radio and social media - to build trust, consideration and sales.
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This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.


This event report outlines how POLITICO, the political news provider, is tapping consumer insights to more fully understand its audience at a time of profound change.


This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.


This article explains how beauty brands can overcome biases about their category and use bold online strategies that resonate with consumers.


This event report outlines how the Internet of Things (IoT) will dramatically impact the healthcare sector.


This article provides an overview of the probiotics market in Asia, where different food cultures require a different strategy from Western countries.
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  1. Article

    This report analyses five trends that will impact the packaged foods market, including mobile technology, increased urbanisation, single-person households and price polarisation.

  2. Article

    This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

  3. Article

    This report provides key facts and figures about the global snacks market, analysing the impact of the growing segment of the non-snack food market rebranding itself as snack replacements and creating a shift in the competitive landscape.

  4. Article

    This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.

  5. Article

    This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.

  6. Article

    This article highlights topline trends in young women's approach to fitness and health across the world.

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