Article
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Sangeeta Tanwar, WARC Exclusive, October 2021
The post-pandemic perception of the world and their country is changing for young Australians as it diverges from global trends, according to Junkee Media’s youth research.
Article
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Emily Safian-Demers, WARC Exclusive, October 2021
The luxury market, like so many other industries, took a hit in the wake of the COVID-19 pandemic.
Article
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WARC Exclusive, Spotlight China, December 2020
Yuzu Kyodai argues that Balenciaga’s Qixi 2020 campaign should not be categorised as a ‘misstep’, but rather, acknowledged as nuanced work that speaks directly to its core of Gen Z consumers.
Opinion
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Jenn Chin and Caroline Wang, August 2021
On issues like DEI, sustainability and purpose, APAC needs to be part of the conversation not as an afterthought, but core to global business purpose. Uncommon Kind, in partnership with WARC, outline why in this introduction to a new series – Purpose Incorporated – which offers brands guidance and inspiration on how to convert intent to meaningful impact.
Article
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WARC Exclusive, Spotlight China, December 2020
Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.
Article
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Sarah Oberman, WARC Exclusive, August 2021
Humans are inherently more focused on the present, but can behavioural economics offer opportunities for brands to use ‘nudges’ to get consumers to act more sustainably? Behavioural economics shows that the climate crisis is the perfect storm for behaviour change.
Article
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Liz Baines, WARC Exclusive, July 2021
The financial lives of Gen Z have been thrown into turmoil by the COVID-19 pandemic.
Article
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Brian Carruthers, Event Reports, Advertising Week Europe, May 2021
Live events and experiential marketing are heading in a new direction post-pandemic as young people demand more than mere entertainment.
Opinion
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Liz Song, July 2021
Or, how to support Gen Zs and millennials throughout their financial journey. Spotify’s Liz Song explains how m usic streaming and financial services advertising can work together .
Article
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黄卓颖（Abby Wong）, WARC Exclusive, July 2021
Brands that get ahead of national policies which are based on data from China's decennial census are the ones that often gain the most consumer traction in the market; Initiative China's Abby Wong has insights for those planning their strategies.
Article
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Wolfzhowl, Research on WARC, July 2021
Examines the factors leading to the growing trend of veganism in India.
Article
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Shrutika Nagpal, WARC Exclusive, Spotlight India, June 2021
Influencers may not be experts or celebrities, says Scatter Content’s Shrutika Nagpal, but their value lies in the helpful, credible and authentic information they are able to provide to consumers, thus aiding marketers in their quest to build loyalty.
Article
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Alexander Kremer and Cedric Jäger , WARC Exclusive, Spotlight China, June 2021
Picus Capital’s Alexander Kremer and Roland Berger’s Cedric Jäger examine what is driving the exponential growth of FMCG challenger brands.
Article
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WARC Best Practice, June 2021
Provides guidance for brands on connecting with Generation Z.
Research Paper
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Chris Arning, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 275-299
In 2018, BBC Marketing and Audiences approached semiotic agencies with a challenging brief. They wanted to know the following: What makes modern Britain laugh? The BBC's younger audiences have been steadily drifting to other platforms and broadcasters to satisfy their need for "funny stuff." Brands that successfully leverage humor really resonate with this new modern mainstream audience, for example, Netflix, BuzzFeed, YouTube, Snapchat, and so on.
Research Paper
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Anna Maria Zawadzka, Agnes Nairn, Tina M Lowrey, Liselot Hudders, Aysen Bakir, Andrew Rogers, Verolien Cauberghe, Elodie Gentina, Hua Li, and Fiona Spotswood, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 317-334
As global material wealth rises and young people are heavily exposed to advertising across a range of channels, including rapidly developing social media where material goods are flaunted as symbols of a happy and successful lifestyle, materialism levels across the world seem likely to rise.
Research Paper
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Chih-Ping Chen, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 236-250
With social media and modern pop culture (e.g., virtual stickers) reshaping social dynamics, young Taiwanese consumers who engage in social messaging via the Line app are introducing new interaction avenues that change communication habits and style choices to meet their tastes and interpersonal needs.
Article
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Stephen Whiteside, Event Reports, SXSW, March 2021
Genentech, the pharma company, successfully used esports to connect with teenagers and young adults in the US with hemophilia, a rare disorder that reduces the ability of blood to clot.
Article
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WARC Best Practice, May 2021
Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.
Opinion
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Jeff Thomas and Renee Weber, April 2021
By leveraging the specific attributes found on TikTok, marketers can drive deeper engagement with Gen Z through their brand experiences, according to Jeff Thomas and Renee Weber from The Marketing Store.
Article
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WARC Category Intelligence, April 2021
Global strategies, campaign updates and trends in the luxury category.
Article
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Natasha Hulme, WARC Exclusive, April, 2021
Social media platforms like Instagram, TikTok and YouTube have become a hotbed for beauty conversations between fellow consumers, but also between brands and consumers.
Article
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Research on WARC, April 2021
Reveals findings from a study by GWI and the B2B Institute of the changing behaviors and attitudes of 17,000 knowledge workers in ten markets focusing specifically on those aged 21 to 40.
Opinion
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Lena Roland, April 2021
The new WARC Guide to Rethinking B2B Marketing outlines several forms of disruption that are reshaping this discipline. Lena Roland, Managing Editor, WARC.com, examines how learning from the consumer space might be a valuable driver of business-to-business success.
Data
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Cinzia Petio, WARC Data Points (Curated), April 2021
An overview of when postponed purchases will be made in the United States.
