Kristin Van Note, WARC Best Practice, July 2019
Looks at the findings from research by Grey New York looking to understand consumer attitudes towards advertisements that are designed to either highlight a social issue or conflict, or are designed to unify people over a divisive issue.
Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Digital First, April 2019
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
The Lok Sabha elections are proving a good time for advertising and marketing in India, as political parties invest in every available channel in search of voter support and as media owners and brands latch onto the democratic process for a range ...
Want to do ethical marketing? Then back it up with something, says Lisa Hogg of TOMS. “I have a little bit of an issue with the Nike Kaepernick campaign,” Hogg told an audience at Advertising Week Europe.
Brian Carruthers, Event Reports, Advertising Week Europe, March 2019
TOMS, the ethical shoe and coffee brand based in the US famous for donating a pair of shoes to those in need whenever a customer makes a shoe purchase, is moving to activate its media budget with its ethical purpose.
Marketers seeking to drive environmentally-friendly behaviors could benefit from understanding the role of “green guilt” and financial considerations, according to a study published in the Journal of Advertising Research (JAR).
NEW YORK: Green products launched by mainstream brands can suffer when flagging up their eco-friendly credentials using visual cues at the point of purchase, according to a study published in the Journal of Advertising Research (JAR).
LONDON: More than half of UK teenagers aged 16 and over have deliberately bought or deliberately stopped using a brand because of its ethics, new research indicates, but these remain secondary factors in purchasing decisions behind quality and ...
Stacy Wood, Stefanie Robinson, and Morgan Poor, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 165-176
Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.