Consumer attitudes

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.

Better for you packaged food in the US

Article • Euromonitor Strategy Briefings, March 2019

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.

Home working boosts Puma

News • 03 July 2020

Lockdowns across India and Southeast Asia have had a marked impact on consumption patterns at Puma, says the sportswear brand’s regional general manager.

COVID-19 highlights a role for functional foods in combatting anxiety

Article • Brian Carruthers, Event Reports, MMR webinar, June 2020

Discusses the idea that brands will need to engage with a different set of benefit propositions around food and beverages: how they aid wellbeing.

Re-evaluating iconic brand assets in a post-pandemic world

Article • Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020

Distinctive brand assets have a powerful role to play in ensuring top of mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.

Etisalat Misr: Hekaya – Family Talk.

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Shortlisted, 2020

Egyptian telco Etisalat crafted a comic campaign to narrow the gap between itself and Vodafone and win customers over to its hybrid offer.

Jawwy: The Ramadan campaign that didn't launch during Ramadan

Case Study • Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2020

Telco Jawwy drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Marketers should invest in response to current societal issues

News • 01 July 2020

Marketers should turn their investment decisions towards the present moment and respond to major concerns around racial injustice and COVID-19, according to Bozoma Saint John, the new CMO of streaming giant Netflix.

Jawwy: The Fair Telco Company

Case Study • Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2020

Mobile telecom brand Jawwy used entertaining video content to resonate with Saudi youth, and achieve positive results in terms of both short-term sales and long-term brand building.

What's working in financial services

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the financial services category.

How GSK is managing its brand portfolio during COVID-19

News • 29 June 2020

GlaxoSmithKline (GSK), the healthcare company, has categorised its brand portfolio into four groups as part of its strategy to provide the best support to consumers during the COVID-19 pandemic.

A future of opportunity: Four predictions of evolutionary change in consumers

Article • Irene Joshy, WARC Trends, June 2020

Kantar’s Irene Joshy outlines the key anchors that will drive consumer behaviour through this current pandemic period and into the future.

System1 recommends creative, life-enriching ads during a time of crisis

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

Research firm System1 has taken a deep dive into advertising effectiveness during the COVID-19 pandemic in order to understand which types of commercials are effective.

Patagonia latest brand to pull Facebook ads over anti-hate campaign

News • 24 June 2020

Outdoor clothing brand Patagonia has cut all ads on Facebook and Facebook’s photo-sharing platform Instagram as part of a boycott organised by civil rights groups in the US.

How to connect and communicate in these challenging times

Article • WARC COVID-19 Series, June 2020

Shows how behaviours are changing during and after the COVID-19 pandemic and provides a behavioural road map for how to communicate today and in the foreseeable future.

Four emerging needs of Japanese consumers and how brands can meet them

Article • Low Lai Chow, WARC COVID-19 Series, Kantar Japan webinar, June 2020

Research from Kantar outlines how the expectations of Japanese consumers are shifting in tandem with the disruption and change brought about by the COVID-19 pandemic.

Edelman Trust Barometer 2020: Brands and racial justice in America

Article • Edelman, Research on WARC, June 2020

Looks at US consumer attitudes and buying behaviors related to racial justice, based on a representative survey of 2000 US consumers conducted from June 5 – 7, 2020.

The future of packaging 2025

Article • WARC Exclusive, June 2020

Sustainability, e-commerce, technology and sociocultural shifts in health and hygiene will shape the transformation of food and drink packaging in the next five years.

Hospitality sector gears up for Q4 rebound and ‘Generation Clean’

News • 19 June 2020

Despite being one of the hardest hit industries, the hospitality sector remains positive in its outlook, anticipating recovery to begin as early as Q4 of this year.

What next for the restaurant business?

Article • Sam Peña-Taylor, WARC Exclusive, June 2020

The hospitality sector has been hard hit by coronavirus-driven lockdowns; research by Zagat offers some pointers for restaurants re-opening in a socially distanced world.

Five pandemic trends that will shape the future of digital payments

Article • Stephen Whiteside, WARC Exclusive, June 2020

How consumers make purchases could permanently change following the COVID-19 pandemic, a shift that will require marketers to reconsider this stage of the buying process.

The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.

Rebuilding customer experience for the COVID-19 recovery

Article • Charlotte Lo, WARC Exclusive, June 2020

As COVID-19 upends the customer experience, brands need to think beyond short term fixes, according to research by BBH London.

How cinema can challenge the rise of in-home movie premieres

Article • Alex Brownsell, WARC Exclusive, June 2020

Advice for cinema companies on how to revive consumer interest in the medium after COVID-19 lockdown restrictions have been lifted.