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Consumer attitudes

Consumer attitudes are a combination of beliefs, feelings and intentions related to a particular object or concept. In the present climate, marketers are particularly interested in consumer attitudes toward environmental and social issues, financial issues, health and wellbeing. Attitudes can be positive, negative or neutral and can differ according to context. Understanding consumer attitudes helps a business understand customers better and how they might influence or respond to those attitudes.

Key Reading

Important papers from across the Warc database

This report from Havas Worldwide discusses changing attitudes towards consumption globally, the rise of the 'sharing economy' and the opportunities this presents for brands. It argues that brands can serve as guarantors and protectors in the sharing economy, and a number of them are already active in this area.
Why people's attitudes towards the environment are changing – and how these changes impact on brands.
How brands can capitalise on consumers' growing desire for control in all aspects of their life.
Nielsen research on body image perceptions and healthy eating trends around the world.

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