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Consumer attitudes

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Nationwide Building Society: Behind closed doors – initiating a fundamental shift in how nationwide design for families

Case Study • MRS Awards Papers, Winner, Insight Management, 2021

Nationwide, the banking institution, established a long-term ethnographic project in the UK.

Financial Conduct Authority: Preventing investment harm amongst an emerging audience

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

The FCA, the regulatory organisation for financial markets, worked with BritainThinks to explore its audience and their key drivers and behaviour in the UK.

TSB Bank: It’s not whether you get knocked down, it’s whether you get back up – how customer insight heralded a new era for TSB

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

TSB, a bank, conducted a research programme in Britain to realign its business and brand around customer needs by rebuilding brand reputation scores, return non-customer sentiment to pre-migration rates and restore PCA trading to growth.

Coventry Building Society: Do low rates have to mean no mates? Why low interest rates don’t have to mean no interest for savers

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

Coventry Building Society (CBS), a building society, conducted a research study in the UK to gain a better understanding of how to attract and retain customers.

Marketing trends for 2022: The new ‘work-from-home’ economy

Article • Nicki Sprinz, WARC Exclusive, November 2021

In the post-COVID-19 era, it’s increasingly clear that the work-from-home economy is here to stay.

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.

Even though COVID is still here, CPG shopping behavior is normalizing

Article • Leslie Wood, WARC Exclusive, Spotlight US, September 2021

Examines regional and national changes in spending and shopping behavior over the course of the pandemic in the consumer packaged goods category.

To DIY or to get someone to DIFM: The A$65bn question facing Australian retail

Article • Jeremy Sankey, WARC Exclusive, Spotlight Australia, August 2021

Distilla Strategy’s Jeremy Sankey examines Australians’ attitudes towards DIY as well as the DIFM (do it for me) and DIWM (do it with me) alternatives during the long lockdown.

What’s working in financial services

Article • WARC Category Intelligence, August 2021

Global strategies, campaign updates and trends in the financial services category.

Rural India: Propelling the Indian economy during COVID-19

Article • Neha Chauhan, WARC Exclusive, Spotlight India, August 2021

Arc Worldwide’s Neha Chauhan examines the many ways that rural consumers are driving the Indian economy with their needs and aspirations during the COVID-19 pandemic.

Rural marketing in a post-COVID world: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, August 2021

Analyses data from ongoing surveys of Indian consumers, provided by GWI.

Post-pandemic challenges and opportunities in rural India

Opinion • Biprorshee Das, August 2021

This isn’t the first time Spotlight is focusing on rural India – the last time was in 2019, before anyone had an inkling that things were going to drastically change in just a matter of months. Almost two years later and a pandemic wiser, WARC India Editor Biprorshee Das revisits rural marketing in this India Spotlight series and asks how strategies are changing, and what the new opportunities and challenges are post-COVID.

Big Brother, banking, Bolsonaro: WARC Spotlight puts Brazil in focus

Opinion • Cathy Taylor, August 2021

Cathy Taylor, WARC's US Commissioning Editor, introduces the first Spotlight on Brazil, which examines several of the major trends that are facing brands in the country.

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 open banking is creating opportunities for industries, and consumers, in Brazil

Article • Daniele Lazzarotto, WARC Exclusive, Spotlight Brazil, August 2021

This article explains the ramifications of the launch of open banking in Brazil; open banking uses third-party applications to give consumers more access and control over their financial accounts.

Post-COVID expectations and behaviours: Gen Z and financial services

Article • Liz Baines, WARC Exclusive, July 2021

The financial lives of Gen Z have been thrown into turmoil by the COVID-19 pandemic.

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 streaming opportunity for Financial Services and Insurance brands

Opinion • Liz Song, July 2021

Or, how to support Gen Zs and millennials throughout their financial journey. Spotify’s Liz Song explains how m usic streaming and financial services advertising can work together .

Four consumer groups for 2023: “Predictors”, “New Romantics”, “Conductors” and “Impossibles”

Article • Jo Bowman, Event Reports, Lions Live, June 2021

Consumers have been understandably, and indelibly, changed by the COVID-19 pandemic, but have coped with it in a variety of different ways.

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.

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.

Can the youth materialism scale be used across different countries and cultures?

Research Paper • Anna Maria Zawadzka, Agnes Nairn, Tina M Lowrey, Liselot Hudders, Aysen Bakir, Andrew Rogers, Verolien Cauberghe, Elodie Gentina, Hua Li, and Fiona Spotswood, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 317-334

As global material wealth rises and young people are heavily exposed to advertising across a range of channels, including rapidly developing social media where material goods are flaunted as symbols of a happy and successful lifestyle, materialism levels across the world seem likely to rise.

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.

Half of Singaporeans avoiding 'buy now, pay later' services

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

An overview of the use of 'buy now, pay later' services in Singapore.

Health and wellness: Consumer sentiment data

Article • WARC Exclusive, Spotlight Australia, April 2021

Analyses data from ongoing surveys of Australian consumers, provided by GWI and covering the regularity of lifestyle activities, what Australians consider important in life and how good people are at talking about mental health.

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.