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 ...
The National Safety Council (NSC), a non-profit public service, increased awareness of the dangers of taking opioids in the US through an experiential campaign that developed a wall of pills engraved with the faces of overdose victims.
Michael Hughes, Dalatando Almeida, Gunn Insights, June 2018
LADBible, a British social media and entertainment company, teamed up with Plastic Oceans Foundation, a global non-profit organisation specialising in plastic pollution, to urge governments around the world to wake up and address the plastic crisis affecting our oceans.
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.
NEW YORK: Ecological causes are among the most common drivers of corporate social responsibility (CSR) programs, and consumer responses to these efforts are often rooted in hope or fear, according to a study published in the Journal of Advertising ...
Sam Peña-Taylor, Event Reports, Omnishopper International Conference, November 2017
Coca-Cola launched Vio, a water brand, in Germany 10 years ago; in its rise, the brand learned to capitalise on the blurring in the water category from a necessary product to one that consumers should enjoy.
Cindy Gustafson & Joe Maceda, August 2017
Is there a way to do purpose right? If so, how can a business make it feel authentic? Cindy Gustafson, Chief Strategy Officer, Mindshare North America, and Joe Maceda, Managing Director, Invention Studio Lead, Mindshare North America, take a deep dive into the most interesting campaigns from Cannes Lions to uncover how brands can create smart, purposeful work.