Research Paper
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Christian Kurz; James Guerrier; Alice Tofi, ESOMAR Conference papers, 2021
ViacomCBS, a multinational media conglomerate, found that despite the challenges of 2020, young people around the world are largely feeling positive about the future.
Case Study
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MRS Awards Papers, Finalist, Cultural Insights, 2021
Movember, a men's mental health and wellbeing charity, launched an international campaign to create media interventions to change the conversation around men's mental wellbeing and stimulate authentic, credible behaviour change.
Case Study
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MRS Awards Papers, Finalist, Inclusive Research, 2021
Versiti, a market researcher, launched a campaign in the UK to study the differential impact of the pandemic on the ability for young ethnic minorities to find and keep good jobs.
Case Study
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MRS Awards Papers, Finalist, Public Policy/Social Research, 2021
Movember Health Promotions, a men's mental health and wellbeing charity, collaborated with The Good Side, an insight and creative strategy company, and launched a campaign in the UK, Canada and Australia to help young, less affluent men open up, feel safe, be vulnerable and share their realities.
Research Paper
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Mike Sukle, Dan Schultz, Andrew J. Czaplewski, and Thomas Martin Key, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 456-471
Colorado became the first state to legalize recreational marijuana, in 2012. Health organizations and public policy makers, including the Colorado Governor’s Office, were concerned by how this action would affect the acceptability of marijuana consumption behavior among youths under 21 years of age.
New research from Elevate indicates that young people are still far more cautious about their out-of-home behaviour than their elders, writes the events firm’s Global COO, Carina Filek.
Article
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Jennifer Pelino and Lynne Gillis, WARC Exclusive, November 2021
In this article the authors question what the future of data might look like when the young people responsible for shaping it don’t want to be defined.
Fashion accessory brand Fastrack is known for its cheeky communication in India. Over the years, the brand has made sure its conversations with its audience have been relevant, relatable and contemporary. With the launch of its latest brand campaign focusing on celebrating the aptly titled “You Do You”, Fastrack’s Head of Marketing, Ajay Maurya, tells WARC how it has consistently been able to deliver the right message to youth and understand them better while being inclusive and woke.
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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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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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.
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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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.
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.
Article
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Joeri Van den Bergh, WARC Best Practice, June 2018
Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.
Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
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