Article
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Low Lai Chow, WARC Exclusive, April 2021
The COVID-19 pandemic has transformed consumer behaviours and attitudes in APAC, but Kantar’s Laura Tan says this has also created opportunities for brands that want to grow in the region.
Article
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Low Lai Chow, Event Reports, Voice of Opportunity – COVID-19 A Year On, March 2021
APAC consumer sentiment has morphed in response to the COVID-19 pandemic.
Opinion
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Richard Neish, April 2021
The past year has seen an increase in streaming and a surge in e-commerce. Behind those headlines, however, the reality is very different for many people, says Richard Neish.
Article
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Research on WARC, April 2021
Report from Hue, in partnership with The Harris Poll, examining the lack of progress on diversity, equity and inclusion in corporate America based on input from 2,250 professionals.
Opinion
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Karen Crum, April 2021
I’ve always been fascinated by ‘The Overview Effect’. It was a term coined in the 1970s by author Frank White to try and explain the profound cognitive shift that happens when astronauts first see Earth from space. In the early Apollo missions, the focus was on the target ahead – reaching the stars; and landing on the moon. No one was thinking much about looking back at Earth, or the impact that might have on the astronauts. But the sentiment shared by Edgar Mitchell, an astronaut on the Apollo 14 Mission, is echoed by the majority of astronauts: “You develop an instant global consciousness, a people orientation, an intense dissatisfaction with the state of the world, and a compulsion to do something about it.”
Article
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WARC Exclusive, Spotlight SEA, April 2021
Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI and covering brand discovery, touching on brand interactions and brand research, and potentially feeding into strategies for brand partnerships.
Article
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Brian Carruthers, Event Reports, MRS Impact Conference, March 2021
A qualitative research project by Facebook and The Nursery explored the factors that might be encouraging or discouraging people from buying electric vehicles (Evs).
Article
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Brian Carruthers, WARC Exclusive, March, 2021
When he was chief marketing and communications officer of Unilever, Keith Weed pushed forward an agenda focused on issues around purpose, diversity and sustainability.
Article
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Sam Hollis, WARC Exclusive, March 2021
As the discussion around sustainability grows increasingly complex, brands are turning to new frameworks and methodologies – including B Corporation status – to help them navigate the path ahead.
Article
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Euromonitor , Research on WARC, March, 2021
As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.
Article
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Danielle Jackson, WARC Exclusive, March, 2021
With sustainability and health now major consumer food trends, more shoppers are buying plant-based foods as part of a ‘flexitarian’ or vegan diet.
Article
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Grey, WARC Exclusive, March, 2021
People in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change; this is where brands can step in and bridge the climate awareness gap.
Opinion
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Lee Walsh, March 2021
Making public predictions is a notoriously embarrassing pursuit – think the Titanic is unsinkable and the iPhone will fail. Now with COVID-19, e-commerce, the ethical use of algorithms, and social and environmental issues, among other issues, predicting the next 10 years will be even harder. But Lee Walsh argues that APAC brands that thrived during the pandemic should be able to adapt.
Article
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Kai Geertsema, WARC Exclusive, March 2021
The automotive industry is being disrupted by technology and a shift toward environmental credentials, as well as the negative impact of COVID-19.
Article
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Måns Tesch , WARC Exclusive, February, 2021
Grey’s Måns Tesch says people in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change.
Article
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Euromonitor Strategy Briefings, February 2021
Examines the intrinsic link between digitalisation and technology and the evolution of wellness.
Opinion
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Biprorshee Das, February 2021
A brand championing a cause is not a novel phenomenon. But as consumers become more vocal about environmental, political and social causes, there is pressure on brands to speak up too. While many worldwide are answering that call, most Indian brands have stayed silent. In this India Spotlight series, WARC India Editor Biprorshee Das asks if it is time for Indian marketers to be bolder.
Article
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Ajeeta Bharadwaj , WARC Exclusive, Spotlight India, February 2021
Wondrlab’s Ajeeta Bharadwaj shares why it is becoming increasingly important for India’s brands to be vocal about issues, and how to do so the right way.
Opinion
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WARC, February 2021
Over the years, The Times of India – the country’s leading newspaper – has been at the forefront of brand activism with its popular campaigns raising pertinent issues. Malcolm Raphael, senior vice-president and head – trade marketing, innovations, creative strategy – tells WARC more about this and initiatives like Teach India and Aman Ki Asha
Opinion
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WARC, February 2021
Before the concept of brand purpose became popular, Tata Tea immortalised itself with the message “ Jaago Re ” or “Wake up”. Over the years, the Jaago Re cause marketing initiative has helped the Tata Tea brand to stay relevant by championing various causes. Puneet Das, senior vice-president, marketing – beverages, Tata Consumer Products, tells WARC how standing up for a cause must go beyond just communicating it in order to be meaningful.
Opinion
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Hansang Cho, February 2021
Covid-19 has effected seismic changes in consumer behaviour. Hansang Cho, head of Beta Institute, Cheil Worldwide, says marketers must place strategy that demands social discussion and interaction in the centre of this year’s marketing strategy.
Opinion
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Chase Buckle, February 2021
The trend has been accelerated by COVID-19, with more Indian consumers expecting brands to communicate with them and to help them during this pandemic. Brand purpose can also be a competitive differentiator amid the spike in online shopping
Article
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Suraja Kishore , WARC Exclusive, Spotlight India, February 2021
BBDO’s Suraja Kishore introduces Brand Activism 101, a strategic framework that marketers in India can follow if they want to champion an issue.
Article
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WARC Exclusive, Spotlight India, February 2021
Leo Burnett India’s Ankit Singh draws on global parallels to show why Indian brands must stand up for issues and walk the talk.
Article
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WARC Exclusive, Spotlight India, February 2021
Analyses data from ongoing surveys of Indian consumers, provided by GWI and survey data from Ford Trends, covering consumer interests, environmental concerns and consumer expectations of brands.
