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.
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.
News
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30 April 2019
Ethics are becoming more and more important to businesses as consumers’ awareness grows - and for fast fashion, an industry based on high volumes and low prices, this shift brings a moment of reckoning.
Article
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Anna Hamill, WARC Exclusive, April 2019
In this final part of a three-part interview series, Unilever’s outgoing Chief Marketing & Commuications Officer, Keith Weed, shares the secret to successful localisation of brand purpose, and why sustainability has to be more than a brand message.
News
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18 April 2019
Iceland made headlines last Christmas for its strident ad against the use of palm oil, which the supermarket chain said it would excise from is own-brand products.
Article
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Brian Carruthers, Event Reports, Advertising Week Europe, March 2019
UK supermarket Iceland and campaign group Greenpeace’s created the extremely popular Rang-tan film, which caused a stir in 2018 for its anti-palm oil message.
News
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08 April 2019
An informal organisational culture has been a source of competitive advantage for Marico, the Indian consumer goods giant, which has built its success on adding value for every stakeholder.
Article
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Livio Martucci, WARC Exclusive, April 2019
Offers brand managers and marketers advice on how to tackle plastic packaging in the FMCG industry and how big data and an authentic approach towards corporate social responsibility can help drive brand loyalty.
Article
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Anna Hamill, Event Reports, WFA Global Marketer Week, March 2019
Unilever’s outgoing CMO, Keith Weed, shares three lessons for better marketing: putting people first, using the brand to solve real-life challenges and prioritising brand trust.
News
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02 April 2019
Four fifths of consumers globally believe companies should help improve the environment, according to a recent survey by Nielsen, and brands are starting to respond with increasingly bold messages and commitments.
Opinion
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Rebecca Hemmings, April 2019
Getting involved in cause-based marketing is nowadays a priority for businesses, as brands that ‘do good’ through corporate social responsibility are continuing to increase in popularity.
Article
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Crawford Hollingworth and Sarah Murray, Admap, April 2019
Looks into how behavioural economics can be used to create effective communications for a sustainable future.
Article
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Admap, April 2019
A summary of new thinking and best practice on sustainability from Admap.
Article
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Anil Thakraney, Event Reports, ISA CEO Conference, March 2019
Marico, the Indian consumer goods giant, has built its success on adding value for every stakeholder.
Article
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Mark Curtis, Admap, April 2019
Details how and why companies must rise to the challenges posed by consumers and redesign their business models around the “circular economy”, where consumers are already active.
