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Consumer attitudes

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Behind the winning idea: 'Skip the Rinse'

Article • Kelsey Steele and Umar Khan, WARC Exclusive, August 2021

This podcast explores behind the winning idea 'Skip the Rinse', winner of Grand Prix for Brand Purpose in this year's WARC Awards for Effectiveness.

3 in 15: Reaching the Brazilian consumer

Article • Lena Roland and Cathy Taylor, WARC Exclusive, September 2021

Cathy Taylor, WARC’s US Commissioning Editor, discusses what brands need to know about reaching the Brazilian consumer with WARC.com's managing editor Lena Roland.

The new paradigm: From brand purpose to business purpose

Opinion • Jenn Chin and Caroline Wang, August 2021

On issues like DEI, sustainability and purpose, APAC needs to be part of the conversation not as an afterthought, but core to global business purpose. Uncommon Kind, in partnership with WARC, outline why in this introduction to a new series – Purpose Incorporated – which offers brands guidance and inspiration on how to convert intent to meaningful impact.

Moving brands and business to the right side of history: What agencies can do

Article • Andy Wilson, WARC Exclusive, August 2021

BBDO Asia’s Andy Wilson says that no matter where clients stand on the purpose debate, it is a debate that can no longer be ignored.

Purpose incorporated: A comparative review of the Asia Pacific region

Article • WARC Exclusive, August 2021

This companion report is a part of WARC’s special series on sustainability, social impact, diversity, equality and inclusion (DEI) issues in Asia Pacific.

Disrupt sustainability marketing to become a game-changer brand

Article • Michela Graci, WARC Exclusive, August 2021

Living a more sustainable life is a key concern for many consumers who are looking to brands for help in turning aspirations into actions.

Comparing respondents who passed versus failed an Instructional Manipulation Check: A case study about support for climate change policies

Research Paper • Maria Rubio Juan and Melanie Revilla, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 408-415

The presence of satisficers among survey respondents threatens survey data quality. To identify such respondents, Oppenheimer et al.

‘Green nudges’: Behavioural economics and sustainability

Article • Sarah Oberman, WARC Exclusive, August 2021

Humans are inherently more focused on the present, but can behavioural economics offer opportunities for brands to use ‘nudges’ to get consumers to act more sustainably? Behavioural economics shows that the climate crisis is the perfect storm for behaviour change.

Avoiding the perils of greenwashing: how to make real impact on sustainability

Article • Sairah Ashman, WARC Exclusive, August 2021

With more brands prioritising sustainability, the practice of greenwashing – promoting ‘green’ initiatives which are more virtue signalling than impactful – is starting to be called out by consumers.

How brands can help Brazilians over the long-term in dealing with food insecurity

Article • Marcello Magalhães, WARC Exclusive, Spotlight Brazil, August 2021

This article looks at the serious issue of food insecurity in Brazil, and how and why brands can play a role in solving it.

Brazilian consumers need to be well taken care of during a time of uncertainties

Article • Ligia Paes de Barros, WARC Exclusive, Spotlight Brazil, August 2021

This article looks at different consumer groups in Brazil, especially as it concerns their needs and attitudes during a time of uncertainties.

How to align sustainability, e-commerce and great user experiences

Article • Lauren Furmidge, WARC Exclusive, August 2021

There’s a general misconception that the massive growth in e-commerce comes with no real cost to the environment.

Bringing sustainability to the creative supply chain

Article • Simon Green, WARC Exclusive, July 2021

Sustainability is not a restriction – instead, it is an opportunity to improve businesses, increase engagement and realise new commercial opportunities.

The sustainable marketer: Transforming marketing sustainability, transforming the world

Article • WARC Best Practice, July 2021

This guide inspires advertisers to develop Marketing Sustainability Strategies and provides resources for education.

Regenerative design: the key to a sustainable future?

Article • Wayne Deakin, WARC Exclusive, July 2021

With sustainability an increasing focus in the business world and for consumers, brands will need to centre regenerative design as a key pillar of their sustainability efforts.

Zeno Group Strength of Purpose Asia Pacific Phase II

Article • Zeno Group, Research on WARC, July 2021

APAC consumers are more likely to support a brand making a profit if it has a “positive impact” on the world.

Future of retail: Conscious rich Asians look to lifecycle luxury

Article • Belynda Sim, WARC Trends, July 2021

As shifting priorities alter long-held notions of luxury, TBWA\Singapore’s Belynda Sim looks at what will define 21st century premium in Asia.

Flex retail: How Australia is turning the page to a new chapter of retail

Article • Renata Yannoulis and Matthew Moran, WARC Trends, July 2021

TBWA\Sydney’s Renata Yannoulis and Matthew Moran examine the future role of brick-and-mortar stores as declining footfall and skyrocketing e-commerce spending introduce a new era of retail.

Look, no heels! Retail considerations for the post-pandemic era

Article • Brian Carruthers, Event Reports, Retail Connected virtual conference, April 2021

Sets out the context in which retail marketers will have to work in the short-term and identifies trends and themes they will need to address.

The Great Wall of opportunity: Marketing insights from China’s census

Article • 黄卓颖（Abby Wong）, WARC Exclusive, July 2021

Brands that get ahead of national policies which are based on data from China’s decennial census are the ones that often gain the most consumer traction in the market; Initiative China’s Abby Wong has insights for those planning their strategies.

Veganism in India: Trends and opportunities

Article • Wolfzhowl, Research on WARC, July 2021

Examines the factors leading to the growing trend of veganism in India.

What’s working in travel

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in the travel category.

Societal issues: How brands can respond to and align with them

Article • Mukta Lad, Event Reports, Marketing Influence 360 Conference, April 2021

With the majority of millennials willing to switch to brands that champion a cause, especially one they believe in, representatives of Google, Tencent and Unilever share how brands can respond to and align with societal issues.

Why corporate morality will define the next step in the evolution of digital marketing

Article • James Coulson, WARC Exclusive, July 2021

Why marketers should prioritise media quality over efficiency.

How should travel brands market to the post-COVID consumer?

Opinion • Steven Seghers, June 2021

Travel brands need to create immersive experiences, show their consumers empathy and provide them with the unexpected if they want to not only recover from the pandemic but be better than they were before, according to Hooray Agency’s Steven Seghers.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about Health and Wellness Marketing

Article • WARC Best Practice, May 2021

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.
The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.