Consumer attitudes

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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.

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 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.

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 digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Strategic themes in services and payments

Article • Euromonitor, Research on WARC, December 2020

The combination of officially mandated shutdowns and radical cutbacks in consumer demand due to COVID-19 is reshaping physical space and the surge in demand for e-commerce is putting pressure on brick-and-mortar operators.

World market for consumer health

Article • Euromonitor, Research on WARC, December 2020

This report examines the performance of consumer health categories comparatively against other consumer industries and across regions and markets; it also explores the expected five-year forecasts for each category.

Shopping reinvented in home and garden

Article • Euromonitor Strategy Briefings, December 2020

This report examines how shopping is being reinvented in the home and garden industry. ‘Shopping reinvented’ is one of the eight most influential megatrends shaping consumer markets.

From DIY To DEY Economy: Behavioural shifts in the post-lockdown world

Opinion • Charu Aggarwal Harish, December 2020

Havas Group’s Charu Aggarwal Harish outlines the opportunities for brands in Asia in meeting the demands of a consumer base defined by “Do Everything Yourself”.

Reviving APAC travel with smart tourism

Opinion • Simon Dale, December 2020

Adobe’s Simon Dale outlines how the smart tourism that delivers personalised and contactless experiences can help the APAC tourism industry accelerate its post-pandemic recovery.

Technology and e-commerce will be the silver bullets for businesses in 2021

Opinion • Cameron McLean, December 2020

PayPal’s Cameron McLean reflects on an extraordinary year and what businesses can expect in the next 12 months.

How design thinking allows market research to take the lead and become an innovation powerhouse

Research Paper • Nicholas Lee Jianhao, Alex Wilman, ESOMAR Conference papers, Insights Festival, 2020

Semiconductor and software design company Arm Holdings and global insight agency Northstar championed Design Thinking (DT) to better understand the relationship between youth and tech, leading to the design of a cyberbullying prevention app.

It’s time to talk: The role of a virtual assistant and AI in retail healthcare

Research Paper • Litthya Burgin, Jeff Haselum, ESOMAR Conference papers, Insights Festival, 2020

Multinational pharmaceutical company GlaxoSmithKline (GSK) played with different research techniques to explore the concept of an interactive AI Self-Care Coach in a retail healthcare environment.

Avoiding grocery greenwashing: how to activate sustainability effectively

Article • Callum Saunders, WARC Exclusive, December 2020

With sustainability more a concern to consumers, grocery brands need to avoid ‘greenwashing’.

Post COVID-19: A brand blueprint for the future

Research Paper • Rossana Dell’Isola, Veronica Mayne, ESOMAR Conference papers, Insights Festival, 2020

Beyond Research Italy, joined forces with insight agencies worldwide to develop global guidelines to empower brands in the post-COVID-19 age.

A new benchmark for mechanical avoidance of radio advertising: Why radio advertising is a sound investment

Research Paper • Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 407-416

Radio remains popular, delivering an audience reach of over 90 percent, but radio ratings may overestimate real advertising exposure.

How pharmaceutical brand teams can design new pathways to market and compete on better health outcomes

Article • John G. Singer, WARC Exclusive, December 2020

This article looks at why the pandemic should prompt the pharmaceutical industry to look at strategies beyond drug promotion and look, instead, at partnerships that ultimately provide better health outcomes.

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.