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Consumer attitudes

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New consumer behaviours having greatest impact on 2022 marketing strategy

Data • Rob Clapp, WARC Data Points (Curated), December 2021

An overview of the themes that are having a significant impact on marketing strategies in 2022.

Leading a world first environmental initiative: How Maple Leaf Foods put the consumer at the heart of its initiative to become the world’s first major food company to go carbon neutral

Case Study • MRS Awards Papers, Finalist, Applications of Research, 2021

Maple Leaf Foods (MLF), a food company, conducted a study in Canada to gain a deep understanding of consumers' views and values regarding carbon neutrality.

London School of Economics / British Council: Going beyond face value – understanding how citizens can support international cooperation

Case Study • MRS Awards Papers, Highly Commended, International Research, 2021

The British Council, Opinium, EPO and LSE collaborated to offer new methodological tools to understand values that shape the conditions for international cooperation in the UK.

HSBC: Green products proposition study

Case Study • MRS Awards Papers, Finalist, Financial Services Research, 2021

HSBC, a bank, launched a worldwide research study to uncover insights into delivering green banking and investment products in its retail division.

Branding and sustainability best practice: The basics

Article • Nick Liddell and Fiona Bennie, WARC Best Practice, November 2021

This article shares best practice advice for brands on how to approach sustainability.

Beyond “Sustainability”: How to Engage Non-Activists in the Climate Challenge

Article • Ally Kingston and Louise McLaren , WARC Best Practice, November 2021

New research unlocks fresh insights into 42% of the UK population – moderate citizens whose voices aren’t typically part of online climate dialogue and who aren’t necessarily being actively considered by brands and by the advertising industry.

Five macro-shifts to address sustainability

Article • Brian Carruthers, Event Reports, Ad Net Zero Global Summit, November 2021

Research by McCann Worldgroup Truth Central has identified five ‘macro-shifts’ the agency believes can help chart a path towards greater sustainability.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.

What WPP is doing to tackle climate change

Article • Brian Carruthers, WARC Exclusive, Advertising Association’s Ad Net Zero conference, November 2021

The advertising world – brand owners, agencies, media companies – has a crucial role to play in tackling the climate crisis.

Three strategies for sustainability

Article • Brian Carruthers, Event Reports, Kantar Talks, September 2021

Looks at consumer mindsets around sustainability that brands will have to address.

Allbirds’ Himanshu Sinha on why sustainability across the value chain matters

Opinion • Stephen Whiteside, November 2021

Himanshu Sinha, VP/Digital Growth and E-commerce at sustainable shoe and apparel brand Allbirds, spoke to WARC’s Stephen Whiteside for Marketer’s Toolkit 2022 about sustainability as part of the brand’s DNA, differentiation in e-commerce, and experimentation in media. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

A Tale of Two Christmases: New research uncovers the consumer attitudes behind 2021’s festive season

Opinion • Branka Orosnjak, October 2021

This Christmas will be different – Branka Orosnjak, European Managing Partner of brand and consumer insight agency Hall & Partners, reveals two distinct consumer segments that marketers need to appeal to this festive season.

What’s working in sustainability 2021

Article • WARC Category Intelligence, October 2021

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

Carbon labelling can be a sustainability gamechanger

Opinion • Helen Brain, October 2021

Climate change is the context against which everything marketers do must be judged – and carbon labelling will be the next step for brands, say Helen Brain and Pauline Robson of MediaCom.

Why brands should shift to empathetic comms

Opinion • Issa Ignacio, October 2021

TBWA’s Issa Ignacio looks at how this year’s WARC Awards for Asian Strategy winners used emotion to support audiences and resonate with their changing values and needs.

The rural marketing playbook: Data-backed insights from the real world

Article • Ed Pank, Kunal Sinha and Biprorshee Das, WARC Webinars, October 2021

Provides insights exposing the grassroots realities of the rural economy in India and data that identifies growth opportunities.

Why empathy in brand planning leads to better engagement

Opinion • Andy Last, October 2021

Empathy doesn't feel like a power move for a brand. Its definition, the ability to understand and share the feelings of another, seems at odds with the need to differentiate from the competition, stand out on the shelf, and cut through the noise. But empathy can be a surprisingly powerful tool, says Andy Last.

How tapping culture can help build trust in the food and beverage sector

Article • Claudia Graf, WARC Exclusive, October 2021

The Edelman Trust Barometer 2021 Special Report, Trust, the New Brand Equity, shows securing consumers’ trust is paramount to brands’ success.

WARC Talks conscious media investment

Article • Jake Dubbins, Belinda J Smith and Clare Melford, WARC Exclusive, September 2021

This podcast episode discusses conscious media investment with Jake Dubbins, Co-Founder & Co-Chair at Conscious Advertising Network, Belinda J Smith, CEO, Americas at m/SIX, and Clare Melford, Co-founder & Executive Director at The Global Disinformation Index.

Twitter identifies six US consumer trends for the COVID-19 era and beyond

Article • Stephen Whiteside, Event Reports, Spotlight US, September 2021

Twitter, the social network, drew on the analysis of several-billion US tweets to identify six trends that have grown more pronounced during the COVID-19 pandemic, and are likely to have long-term staying power.

Attribution and attributional processes of organizations’ environmental messages

Research Paper • Sumin Shin and Eyun-Jung Ki, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 576-596

This experimental study, guided by attribution theory, investigated the impact of the substantiation and specificity of organizations' environmental messages on perceived communication motivation and how this perception prompts audiences' affective and cognitive responses.

Multidimensional green brand equity: A cross-cultural scale development and validation study

Research Paper • Muhammad Ishtiaq Ishaq, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 560-575

A plethora of studies indicate that brand equity is an intangible asset that played a vital role in increasing overall performance and customer preferences.

The next generation of families

Article • The Insight Family, Research on WARC, September 2021

Looks at parents’ and children’s attitudes, behaviours and consumption to understand the key trends shaping the family ecosystem in 2021.

What we know about activist campaigns

Article • WARC Best Practice, September 2021

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

What we know about sustainability marketing

Article • WARC Best Practice, September 2021

Looks at the attitudes of consumers towards the topic of sustainability and discusses actions that brands can take to cater to the increasingly environmentally conscious consumer.

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.
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.
The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
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.
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 WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.