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Consumer attitudes

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A new purpose: What brands must do to connect with consumers

Article • Sangeeta Tanwar, Event Reports, NGCX Summit Asia, June 2021

As the COVID-19 pandemic upturns life by restricting the movement of people and goods, brands need to look deeper into what’s important to consumers and innovate to succeed.

Beyond Juneteenth: How brands can build essential skills to take a stand in culture

Article • Rahul Roy, WARC Exclusive, June 2021

Details learnings for marketers looking to engage more authentically with diverse and multicultural communities as brands learn to navigate a rapidly shifting world of communications affected by cultural forces.

Voice of the consumer: Lifestyles survey 2021 – key insights

Article • Euromonitor Strategy Briefings, May 2021

Analyses key aspects of consumers in a variety of settings including at home, at work, in-stores and online across 40 key markets.

Forget statements, consumers want deeper social-justice commitments from brands

Article • Ipsos, Research on WARC, June 2021

In 2020, racial equality emerged as one of the most important social values to consumers in the United States – it is critical that brands build trust in this regard.

The Regenerative Business: 10 steps on the path to regeneration

Article • Marie Stafford, WARC Exclusive, June, 2021

Brands that advocate for the big issues we face, like climate change and inequality, will not only remain relevant, but will also build future resilience for society and for themselves.

Global study reveals a seismic ‘value shift’ in what matters to people following COVID-19

Article • Vanella Jackson, WARC Exclusive, June, 2021

This article identifies several critical shifts in consumer values, highlighting the rise of a new, more conscious consumer.

COVID-19 prompted the rise of the citizen shopper, here’s how marketers can engage them

Article • Heleana Blackwell, WARC Best Practice, June 2021

The pandemic has brought about a collective awareness of ‘shadow pandemics’, which has given rise to a new cohort - the citizen shopper.

Introducing Movement Thinking: A simple framework for activating your brand’s purpose

Article • Scott Goodson and Chip Walker, WARC Best Practice, June, 2021

Higher purpose tends to be lofty by nature, which can make it sound inspiring, but can leave people unsure how to action it.

TV adverts, materialism, and children’s self-esteem: The role of socio-economic status

Research Paper • Agnes Nairn and Suzanna J. Opree, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 161-176

Levels of debt and poor mental health are at an all-time high among UK families, while the gap between rich and poor has also widened.

What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

State of the industry: An assessment of progress in diversity, equity and inclusion across the global advertising industry

Opinion • WARC, May 2021

This report from the Unstereotype Alliance, produced in collaboration with WARC and Oxford University Business School, examines diversity in the advertising industry in 2021.

Scared of taking a stand? You should be more scared of not taking one

Opinion • Laura Smith, May 2021

Speak Media’s Laura Smith calls on brands to take a stand on issues that matter and be the change they want to see.

Travel and sustainability: Transforming for the future

Article • Nick Blenkarne, WARC Exclusive, May, 2021

Sustainability is an increasing consideration in the travel category.

Marketers need to express empathy as Americans awkwardly return to in-person life

Opinion • Sarah Kasarsky, April 2021

Marketers must show consumers that they understand and care about them during the transition back to in-person life after the COVID-19 pandemic and demonstrate that consumers’ well-being is more important to them than profit, according to OBERLAND’s Sarah Kasarsky.

Price, service and wellness: Why wellbeing is the new battleground for brands

Article • Moensie Rossier and Hamish Cargill , WARC Exclusive, Spotlight Australia, April 2021

Moensie Rossier of branding agency Principals and Hamish Cargill of Principals’ brand voice arm XXVI argue that organisations that are overly focused on the core business are missing out on the greatest positive change to brands in a generation.

Are you well? Lessons for brands looking to join the wellness movement

Article • Luke Haynes, WARC Exclusive, Spotlight Australia, April 2021

M&C Saatchi FABRIC’s Luke Haynes outlines some key considerations for brands looking to put wellness at the centre of strategic plans.

Wakuda: A new online marketplace for black-owned businesses

Opinion • Nathaniel Wade and Albert Larter, April 2021

Wakuda is an online marketplace that elevates and supports independent Black-owned businesses in the UK. Co-founders Albert Larter and Nathaniel Wade explain why they launched the platform in August 2020, and how brands can support black-owned businesses.

Marketing to a new breed of Gen Z beauty consumers

Article • Natasha Hulme, WARC Exclusive, April, 2021

Social media platforms like Instagram, TikTok and YouTube have become a hotbed for beauty conversations between fellow consumers, but also between brands and consumers.

Sustainable now: How brands can harness the power of consumer intent

Article • Tara Watkins and Carla Madden, WARC Exclusive, April 2021

Research by the7stars and Global into UK consumer views on brands and sustainability.

When it comes to conscious consumption – whose responsibility is it anyway?

Opinion • Helen Brain, April 2021

Conscious consumption on the part of individuals will continue to grow. But take note – citizens are waking up to the knowledge that individual action alone will not get us to a net zero world. This will place increasing demand on brands to step up and ease the way for the transition of our society to a more sustainable future, says Helen Brain, Strategy Director & Joint Head of Social Change Hub at MediaCom UK.

Argentina's move to legalize abortion underscores the limits of brands’ embracing purpose

Article • Carolina Zakrajsek, WARC Exclusive, April, 2021

Examines the actions of brands in Argentina regarding a vote over legalizing abortion in December 2020.

The rise of the APAC neighbourhood as hub

Article • 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.

What APAC wants: Pandemic-induced changes to consumer sentiment

Article • 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.

How data impoverishment continues to deepen the digital divide

Opinion • 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.

Unsafe, unheard, unvalued: A state of inequity

Article • 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.

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.
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.
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 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.