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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 describes how premium household appliances manufacturer Miele pushed its image in Italy beyond the communication pillars of price and performance, with a campaign based on a story about fashion.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study shows how Flora ProActiv, a Unilever-owned margarine brand, halted declining sales in the UK by redesigning the product to stimulate emotions, reassure consumers, and reverse the decline.

Case Study

This case study describes how FT.com, the online division of the British business newspaper The Financial Times, redesigned its renewals and Step Up communications, primarily through email.

Case Study

This case study describes how Millers, a fashion retailer, drove awareness and engagement to increase sales in the Australian market.

Case Study

This case study describes how Nike, the US sportswear manufacturer, motivated young athletes to visit Nike.com for their annual "Gear Up Day" that equips people for the upcoming season.
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Article

This report assesses customer attitudes, in relation to how HSBC could rethink segmentation when producing their five year plan.

Article

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

Article

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

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

Research Paper

This paper describes a research method used in Latin America involving automated telephone interviews combined with a semantic analysis of the output.

Article

This event report looks at how brands prepare for technological and cultural change; the BBC, the UK's public broadcaster looks to its audience, while PepsiCo's fruit and veg division looks beyond juice toward health and wellbeing.
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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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