Consumer attitudes

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Opinion • Ete Davies, April 2021

Even though right now booking a holiday abroad could land you with a £5000 fine, travel brands are readying themselves for the prospect of resumption of service in the not too distant future.

Three-fifths of Southeast Asians use social networks to learn more about brands and products

Data • Marte Aune, WARC Data Points (GlobalWebIndex), April 2021

An overview of online sources used by Southeast Asian consumers to learn more about brands and products.

The rise of the APAC neighbourhood as hub

Article • Low Lai Chow, WARC Exclusive, April 2021

The COVID-19 pandemic has transformed consumer behaviours and attitudes in APAC, but Kantar’s Laura Tan says this has also created opportunities for brands that want to grow in the region.

Facebook research: Diverse and inclusive representation in online advertising

Article • Facebook, Research on WARC, April, 2021

Looks at diverse and inclusive representation in online advertising.

What APAC wants: Pandemic-induced changes to consumer sentiment

Article • Low Lai Chow, Event Reports, Voice of Opportunity – COVID-19 A Year On, March 2021

APAC consumer sentiment has morphed in response to the COVID-19 pandemic.

80% of postponed major purchases to be made within one year

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of when postponed purchases will be made in the United States.

How data impoverishment continues to deepen the digital divide

Opinion • Richard Neish, April 2021

The past year has seen an increase in streaming and a surge in e-commerce. Behind those headlines, however, the reality is very different for many people, says Richard Neish.

Unsafe, unheard, unvalued: A state of inequity

Article • Research on WARC, April 2021

Report from Hue, in partnership with The Harris Poll, examining the lack of progress on diversity, equity and inclusion in corporate America based on input from 2,250 professionals.

Effectiveness through volatility

Opinion • Karen Crum, April 2021

Karen Crum, of McCann Worldgroup, explores why showing impact is central to the present and future of advertising - part of the 'Marketing through volatility' report.

Why consumer attitudes about electric cars are about more than being green

Article • Brian Carruthers, Event Reports, MRS Impact Conference, March 2021

A qualitative research project by Facebook and The Nursery explored the factors that might be encouraging or discouraging people from buying electric vehicles (Evs).

Pandemic partnerships: How Thailand’s brands have become more consumer-centric

Article • Siyoree Thaitrakulpanich, WARC Exclusive, Spotlight SEA, April 2021

Amid COVID-19, brands and organisations in Thailand have partnered up to quickly and efficiently provide for people’s everyday needs without having to re-develop their own capacities; Ogilvy’s Siyoree Thaitrakulpanich says brands and organisations realise they now have to really focus on the consumer and cannot get away with merely saying they care.

Brand partnerships: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, April 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI and covering brand discovery, touching on brand interactions and brand research, and potentially feeding into strategies for brand partnerships.

Over half of adults feel comfortable buying medications online

Data • Rob Clapp, WARC Data Points, March 2021

An overview of consumer interest in buying prescription medication online across 17 markets.

Five tips on sustainability from Keith Weed

Article • Brian Carruthers, WARC Exclusive, March, 2021

When he was chief marketing and communications officer of Unilever, Keith Weed pushed forward an agenda focused on issues around purpose, diversity and sustainability.

How Boots develops strategy based on cultural analysis

Article • Sam Peña-Taylor, Event Reports, MRS Impact Conference, March 2021

Boots, the UK-headquartered health and beauty retailer, used a form of cultural analysis to understand emerging ideas of health to refine its brand.

Understanding AI advertising from the consumer perspective: What factors determine consumer appreciation of AI-created advertisements?

Research Paper • Linwan Wu and Taylor Jing Wen, Journal of Advertising Research, Digital First, March 2021

In recent years, artificial intelligence (AI) technology has been used to create advertising messages.

What the rise of ‘B Corp’ brands tells us about sustainability and purpose

Article • Sam Hollis, WARC Exclusive, March 2021

As the discussion around sustainability grows increasingly complex, brands are turning to new frameworks and methodologies – including B Corporation status – to help them navigate the path ahead.

How the “fateful” first online consumer review can have an impact lasting three years

Article • Stephen Whiteside, Research on WARC, March 2021

A “first-review effect” on e-commerce sites suggests that the first piece of user-generated feedback about a product can have an impact on word of mouth for up to 36 months.

How Prudential responded to changing retirement needs during COVID-19

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Prudential, the financial-services provider, had to rapidly adapt to the changing needs of participants in its retirement plans during the COVID-19 pandemic.

Brands under the spotlight: How brands can navigate a climate of heightened moral judgement

Article • Alex Johnston, WARC Exclusive, March 2021

Brands and consumers are sailing in rough seas – not only because of the pandemic, but also due to Brexit and general political turbulence.

From sustainability to purpose in beauty

Article • Euromonitor , Research on WARC, March, 2021

As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.

Sustainability, Veganuary and more: new trends in plant-based foods

Article • Danielle Jackson, WARC Exclusive, March, 2021

With sustainability and health now major consumer food trends, more shoppers are buying plant-based foods as part of a ‘flexitarian’ or vegan diet.

First impressions matter: Understanding the power of spontaneous reactions to develop stronger innovations

Article • Research on WARC, March 2021

Sets out how the first impressions consumers form of your new product can determine whether they move forward to learn more and buy it or disengage completely.

Advertising in 2030 after the impact of 2020

Opinion • Lee Walsh, March 2021

Making public predictions is a notoriously embarrassing pursuit – think the Titanic is unsinkable and the iPhone will fail. Now with COVID-19, e-commerce, the ethical use of algorithms, and social and environmental issues, among other issues, predicting the next 10 years will be even harder. But Lee Walsh argues that APAC brands that thrived during the pandemic should be able to adapt.

How brands can step up to clear up climate confusion

Article • Måns Tesch , WARC Exclusive, February, 2021

Grey’s Måns Tesch says people in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change.

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.
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.
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 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.
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.
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.