Article
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WARC Best Practice, March 2019
Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
News
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21 October 2019
The unveiling of two prototype paper beer bottles by Carlsberg last week marked the Danish brewer’s most ambitious innovation in sustainable packaging so far, but even the simpler Snap Packs, using glue rather than plastic rings to hold beer cans ...
News
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17 October 2019
Sustainability takes many forms and it’s about more than just being green – it’s now about viability, e-commerce firm Rakuten believes.
Article
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Anna Hamill, WARC Exclusive, October 2019
In an interview with WARC, Pete Statham, sustainability manager and Alastair Porter, senior brand manager at Carlsberg UK discuss how one of Europe’s best known brewers developed a world-first plastic-free way to sell packs of beer.
News
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09 October 2019
Customers in APAC are becoming increasingly environmentally conscious, with growing expectations that the brands catering to them are environmentally responsible, from sourcing to packaging, according to a new study.
News
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08 October 2019
Unilever, one of the world’s biggest packaged goods producers, says it will halve the amount of new plastic it uses in response to rising environmental concerns, especially among younger consumers.
Article
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Brian Carruthers, Event Reports, DMEXCO, September 2019
Considers what “sustainability” actually means and the impact of ESG reporting.
Article
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Anna Hamill, WARC Exclusive, October 2019
Procter & Gamble's chief global brand officer Marc Pritchard explains that growing a brand is tied to having a positive impact on society and the environment.
Article
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WARC Exclusive, October 2019
Summarises the discussions and ideas of the CMO Growth Council, a collection of the marketing industry’s top talent.
Opinion
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Majbritt Rijs, September 2019
With Greta Thunberg as their poster girl and Extinction Rebellion as their leading light, Generation Z is leading the charge against fast fashion, says Majbritt Rijs.
Article
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Christina Stahlkopf, WARC Exclusive, September 2019
Looks at how banking brands have continually languished in the bottom third of the industry chart when it comes to customer experience scores and how this is slowly improving, with success examples from HSBC and US Bank.
News
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02 September 2019
Brands have an opportunity to win over consumers with a proactive stance on environmental issues and sustainability, according to a new report from Ipsos.
News
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02 September 2019
More than two tonnes of new clothing are bought each minute in the UK, yet in terms of carbon emissions that is at least the equivalent of driving a car around the world six times, according to Oxfam.
Opinion
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Graham Staplehurst, August 2019
Today's consumers are smart and well informed. They can see through half-hearted attempts by brands claiming to support social injustices or well-meaning environmental issues, argues Kantar's Graham Staplehurst.
Opinion
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Hannah Johnson, August 2019
Values-led marketing is not a new idea, but what the industry is lacking is a way of measuring this approach.
News
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06 August 2019
Diageo, the drinks behemoth headquartered in the UK has announced that it will spend heavily on adapting 11 of its African breweries to green energy and water recovery, as it pursues the goal of becoming totally green.
Article
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Dr. Darren Coleman, WARC Exclusive, July 2019
Offers an alternative perspective and questions whether brand purpose serves a brand purpose.
News
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04 July 2019
Both PepsiCo and Nestlé have announced some potentially significant packaging developments in the war on plastic waste, but as consumer sentiment shifts, observers suggest there are opportunities to completely rethink the role of packaging.
News
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20 June 2019
Business executives around the world say brands that operate with “social purpose” have a financial advantage, but few see companies acting in this way, new research reveals.
News
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19 June 2019
How much we trust in a brand is right up there with price in influencing purchase decisions, according to new research, which suggests that only one third of consumers trust most of the brands they use or buy.
News
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14 June 2019
Millennials may have different motivations for supporting corporate social responsibility (CSR) efforts than older consumers, with important implications for advertising in this space, a study in the Journal of Advertising Research (JAR) has ...
News
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20 May 2019
From Taobao to Tmall,com, Alibaba’s commercial activities are vast, but now the Chinese e-commerce giant is keen to highlight its philanthropic efforts, which extend globally.
News
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06 May 2019
National Geographic has joined forces with innovation consultancy R/GA, inviting Australians to submit ideas about how to tackle the problem of plastic waste that is despoiling the country’s coastline and marine life.
Research Paper
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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.
Research Paper
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Claudia A. Rademaker, Marla B. Royne, and Mikael Andéhn, Journal of Advertising Research, Digital First, April 2019
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
