Consumer attitudes

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News • 26 January 2021

US marketers will need to shift their thinking around contactless payments as people shop, pay and pick up products, according to research by Mastercard and The Harris Poll.

Consumer attitudes on sustainability shift

News • 25 January 2021

The pandemic may be uppermost in people’s minds, but they haven’t forgotten about sustainability – and a majority of Europeans actually think climate change is as important as the COVID-19 pandemic, research shows.

Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

It’s not just political: The cross-currents buffeting US consumers

Article • Victoria Sakal, WARC Exclusive, Spotlight US, January 2021

While there has been much emphasis, especially in the last year, on political divides, the differences in American society go deeper as perceptions and attitudes also vary depending on factors such as age and income – differences which have real implications for the role of corporations in society.

How to balance long-term and short-term objectives during a crisis

Article • Mike White, WARC Exclusive, January, 2021

As COVID-19 stretches into 2021, brands are realising that plans put on ice in 2021 may no longer fit the moment.

The changing face of sustainability and what it means for brands part 2: Decision frames, tackling barriers and branding

Article • Brian Carruthers, WARC Exclusive, January 2021

Advice from InSites Consulting on how brands can respond to changing consumer attitudes to issues around sustainability.

The changing face of sustainability and what it means for brands part 1: Understanding consumer attitudes

Article • Brian Carruthers, WARC Exclusive, January 2021

Research by InSites Consulting has uncovered shifting consumer attitudes towards issues around sustainability.

Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.

Renowned political strategist Mark Penn on why the US is actually moderate

Opinion • Cathy Taylor, January 2021

As part of our Spotlight US series on Marketing in a Polarized Nation, we talked to the person perhaps best positioned to translate the election’s outcome into what it means for brands – Mark Penn – who for decades has been one of the leading political pollsters and strategists. He has worked on campaigns for President Bill Clinton, Senator Hillary Clinton, and UK Prime Minister Tony Blair.

‘Touching fish’ challenges 996 in China

News • 20 January 2021

China’s culture of long working hours is again under criticism following the recent deaths of several tech company employees, but there are signs that a younger generation is fighting back.

Mastercard’s four trends that will frame 2021

Article • Brian Carruthers, Event Reports, CES 2021, January 2021

The Harris Poll, the research firm, teamed up with payments brand Mastercard to look at what the post-pandemic future might hold for digital commerce and the payments category in the US.

WFH could be here to stay – some people prefer it

News • 19 January 2021

Just over half the people who have had to work from home (WFH) during the pandemic say it suits them well, finds a major survey in India.

Understanding the impact of the pandemic on the financial lives of UK households

Article • Brian Carruthers, Event Reports, MRS Financial Research Virtual Summit, November 2020

A longitudinal qualitative study by Blue Marble Research has been running since May 2020 seeking to understand the financial impact of the pandemic on UK households.

Most Americans don’t intend to return to traditional gyms

News • 18 January 2021

January is usually a boom time for gyms, but coronavirus restrictions mean many remain closed across the US, prompting a majority (59%) of American adults to say they won’t renew their subscriptions while a trend for home-based exercise grows.

Where societal trends intersect with media trends

News • 18 January 2021

Fear of going out, more local living, increasingly digitally connected lives and a new focus on data privacy provide the context marketers will be working in during 2021 – and all this in a polarised society, adds the annual Carat Trends report.

E-commerce and the future of effectiveness in KSA and UAE

Article • WARC Exclusive, January 2021

Examines the trends developing through the growth of e-commerce during the COVID-19 pandemic in the Kingdom of Saudi Arabia and the United Arab Emirates.

Trends of the month: Facebook regulation, FMCG growth in China and digital publishers

Opinion • Rob Clapp, January 2021

This month: how regulation may challenge Facebook’s reliance on Instagram and WhatsApp, how FMCG brands are growing in China, and the role of digital audiences for publishers.

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 behavioural science guide to making and breaking habits

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, January 2021

To get 2021 behavioural change goals off to a better start, The Behavioural Architects have brought together the latest thinking from behavioural scientists, neuroscientists, psychologists and practitioners to provide a practical toolkit for how to make and break habits in the new normal.

Where are we going to be?

Article • Trajectory, Research on WARC, January, 2021

This report by Trajectory looks at how the COVID-19 pandemic has had a huge impact on daily life, particularly in terms of location and proximity.

Generation Z is on a mission to build a better normal for all

Opinion • Emma Chiu, January 2021

A young generation poised to “save the world” is stepping into adulthood amid a global pandemic and economic recession.

Where tech heads in 2021

News • 05 January 2021

Predictions for 2021 look very different from those made for 2020, as much of the world grows accustomed to life under COVID-19, tech will help us live life firmly at home.

Signals 2021

Article • OMD, Research on WARC, January, 2021

An overview of the key consumer signals to help plan for the year ahead, following the unprecedented and transformational events of 2020.

The Post Pandemic Consumer

Article • Trajectory, Research on WARC, January, 2021

Trajectory has gathered extensive data on COVID-19's impact on consumer behaviour and psychology.

Advertising during the corona crisis

Article • DVJ Insights, Research on WARC, January, 2021

The COVID-19 crisis prompted heavy use of the word 'together' in advertising, to convey empathy.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
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.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

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.