Article
•
Research on WARC, September 2020
Brings together fresh new qualitative research, quantitative data and A/B testing from communities to better understand what Gen Z womxn want from to see from brands.
News
•
23/09/2020
As the concept of reciprocity becomes an increasingly potent marketing lever, marketers need to re-evaluate their understanding of current norms to reframe its application across marketing ecosystems.
Article
•
Hereward Feldwick, WARC Exclusive, September 2020
Having reached a stage of acceptance, and a point in time when normality is beginning to return, many people are now in a mindset that the worst of the Covid-19 pandemic is over.
News
•
18/09/2020
Advertisers should understand consumer views on the environmental impact of different media channels when they develop campaigns, according to a study published in the Journal of Advertising Research (JAR).
News
•
18/09/2020
Investing in sustainable innovation can help brands win a growing market share of spending by increasingly environmentally conscious consumers, new research suggests.
Article
•
Brian Carruthers, Event Reports, MRS FMCG Research Conference , July 2020
This article considers how the role of supermarkets is changing as the UK moves towards a new relationship with the EU and the wider world.
Opinion
•
Olivia Stancombe, September 2020
As circumstances change, so too do people’s needs and values, and it’s in understanding those shifts that brands and business can successfully evolve to meet changing consumer mindsets, says Olivia Stancombe.
Article
•
SiewPing Lim, WARC Best Practice, September 2020
Reciprocity is becoming an increasingly potent marketing lever, especially for customer experience, and brands need to ensure that they are delivering more than a transaction.
Research Paper
•
Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 271-289
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
Research Paper
•
Claudia A. Rademaker, Marla Royne Stafford, and Mikael Andéhn, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 290-304
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
Article
•
WARC Best Practice, September 2020
Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.
News
•
09/09/2020
A new initiative is being launched to unite the advertising industry in its effort to introduce zero carbon emissions and zero waste to the process of ad production.
Opinion
•
Jane Asscher, September 2020
The Covid-19 global health crisis has resulted in a reset for many brands. Pre-pandemic, most businesses’ marketing started from the perspective of ‘what is the opportunity?’ But in a world changed and cowed by coronavirus, many companies have shifted so their marketing starts from the point of view – ‘how can we help?’ People are looking for something more from brands, a more genuine relationship that recognises the wider impact of our changed situation.
News
•
03/09/2020
FMCG giant Unilever is investing €1 billion to eliminate the use of petrochemical-based ingredients in the products of its Home Care division over the next ten years.
News
•
02/09/2020
The Campbell Soup Co., the food manufacturer, is mixing a series of “non-negotiable” principles that apply throughout its operations with brand-specific strategies as it develops purpose-driven efforts.
Opinion
•
Gabey Goh, September 2020
With international travel still up in the air, how can brands in Thailand reset marketing strategy to better connect with COVID-impacted local consumers? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.
Article
•
Geoffrey Precourt, WARC Exclusive, September 2020
The Campbell Soup Co, the food manufacturer, is seeking to embody values such as authenticity and transparency as it responds to the imperative push for social change.
News
•
27/08/2020
Lockdowns have lasted longer than the 66 days research suggests it takes to form a new habit – so 2020 really will be an inflection point when we witness a paradigm shift.
Opinion
•
Zoe McCready, August 2020
As brands plan for Christmas 2020, WARC’s Zoe McCready drills into their responsibility toward people after a difficult year, and explores what to do about it.
Article
•
Jidé Maduako, WARC Exclusive, August 2020
Influencers are finding new ways to connect with consumers and partner with brands during the COVID-19 pandemic.
Article
•
Euromonitor Strategy Briefings, August 2020
Highlights the results of Euromonitor’s Voice of the Industry: Travel and Tourism survey, alongside commentary and context from Euromonitor experts.
Article
•
Euromonitor Strategy Briefings, August 2020
For lifestyle brands, relevance remains critical, but will be more elusive – consumers that spend more of their time at home will socialise differently, need different products, and will engage brands differently.
Article
•
Euromonitor Strategy Briefings, August 2020
With COVID-19, packaging’s core functions of product protection and preservation have gained value in the eye of the consumer who suddenly worries about viral contamination and access to retail.
Article
•
Edward Lee, WARC Exclusive, August 2020
Examining the economic, habitual, attitudinal and social changes resulting from the pandemic.
Article
•
Ian Payne, Greg Clayton and Alex Baverstock, Research on WARC, August 2020
Corporate sustainability, consisting of environmental, social, and economic pillars – the ‘triple bottom line’ – isan important measure of the future viability of successful businesses.
