Consumer attitudes

3,578 results found

Sort By

Future of retail: Conscious rich Asians look to lifecycle luxury

Article • Belynda Sim, WARC Trends, July 2021

As shifting priorities alter long-held notions of luxury, TBWA\Singapore’s Belynda Sim looks at what will define 21st century premium in Asia.

What brands can learn from how Headspace builds healthy routines

Article • Jo Bowman, Event Reports, Nudgestock, June 2021

The likelihood of affecting long-term behaviour change hinges largely on giving people the feeling very early on that they’re already making progress, according to Headspace.

Flex retail: How Australia is turning the page to a new chapter of retail

Article • Renata Yannoulis and Matthew Moran, WARC Trends, July 2021

TBWA\Sydney’s Renata Yannoulis and Matthew Moran examine the future role of brick-and-mortar stores as declining footfall and skyrocketing e-commerce spending introduce a new era of retail.

Championing modern Britain: A guide to delivering positive representations of ethnicity in marketing communications

Article • WARC Best Practice, July 2021

Discusses Lloyds Banking's tangible learnings and practical actions that it can take to make its communications more inclusive and positive in its representation of ethnic minorities.

Post-COVID expectations and behaviours: Gen Z and financial services

Article • Liz Baines, WARC Exclusive, July 2021

The financial lives of Gen Z have been thrown into turmoil by the COVID-19 pandemic.

Look, no heels! Retail considerations for the post-pandemic era

Article • Brian Carruthers, Event Reports, Retail Connected virtual conference, April 2021

Sets out the context in which retail marketers will have to work in the short-term and identifies trends and themes they will need to address.

Tapping the pent-up energy of millennials and Gen Z

Article • 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.

The streaming opportunity for Financial Services and Insurance brands

Opinion • 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 .

The Great Wall of opportunity: Marketing insights from China’s census

Article • 黄卓颖，极致传媒大中华区首席策略官, 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.

Estée Lauder Companies: Time To Unite

Case Study • SABRE Awards, EMEA, Gold, 2021

Estée Lauder, a personal care brand, launched its Time to Unite campaign to encourage women and men in the UK and Ireland to check regularly for early signs of breast cancer.

International Organization for Migration in Ukraine: Mask your face, not your problems

Case Study • SABRE Awards, EMEA, Gold, 2021

The International Organization for Migration (IOM) launched an emotional support hotline in Ukraine during the COVID-19 pandemic to help people's mental health and promoted it with the campaign Mask Your Face, Not Your Problems.

Terre Des Femmes - Menschenrechte für die Frau: #UnhateWomen

Case Study • SABRE Awards, EMEA, Gold, 2021

Terre des Femmes, a women's rights organisation tackled misogynistic hate speech online in Germany with its video campaign #UnhateWomen.

Starbucks: #WhatsYourName

Case Study • SABRE Awards, EMEA, Gold, 2021

Starbucks, a coffeehouse brand, supported the transgender community in the UK with its campaign #WhatsYourName.

BBK Foundation: The last older person to die in loneliness

Case Study • SABRE Awards, EMEA, Gold, 2021

BBK, a banking foundation, launched its campaign Invisible Loneliness in Spain to draw attention to loneliness among older people.

Nissan: Leaf Dream Drive

Case Study • SABRE Awards, EMEA, Gold, 2021

Nissan, an automobile brand, launched an album to position its electric vehicle (EV), the Nissan LEAF, as the ideal vessel with which to lull to sleep a child.

What we know about pharma and healthcare marketing in the US

Article • WARC Best Practice, July 2021

Examines pharma and healthcare marketing in the US in light of the the COVID-19 pandemic, which has highlighted the deficiencies and inequities of the US healthcare system.

Delivering contextually relevant ads in a post-lockdown, privacy-first landscape

Opinion • Nick Welch, July 2021

Step four of lockdown easing is here and consumers wanting to take advantage of the additional freedoms will have no time for irrelevant ads. It's the right moment to consider contextual advertising, says Nick Welch of IAS.

Veganism in India: Trends and opportunities

Article • Wolfzhowl, Research on WARC, July 2021

Examines the factors leading to the growing trend of veganism in India.

Evaluating the advertising effectiveness of noncelebrity endorsers: Advantages of customer vs. employee endorsers and mediating factors of their impact

Research Paper • Jan-Frederik Gräve, Oliver Schnittka, and Carolin Haiduk, Journal of Advertising Research, Digital First, July 2021

Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage.

What’s working in travel

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in the travel category.

Loyalty and trust: Brands in the age of cancel culture

Opinion • Sumeer Mathur, July 2021

F ickle consumers are making brand loyalty hard to achieve and with brand trust, a concept that is becoming increasingly critical, Edelman’s Sumeer Mathur shares how brands can regain that trust.

GroupM’s five pillars of responsible media investment

Article • Ben Bold, Event Reports, Lions Live, June 2021

Brands need to reflect their values when making decisions about their media spend, or else risk suffering from profound reputational consequences.

Restrictions, routines and recommendations as consumers and brands right-size their behaviour

Article • Nathan Lawson, WARC Exclusive, July 2021

COVID-19 has fundamentally altered consumer mobility and psychology.

Societal issues: How brands can respond to and align with them

Article • Mukta Lad, Event Reports, Marketing Influence 360 Conference, April 2021

With the majority of millennials willing to switch to brands that champion a cause, especially one they believe in, representatives of Google, Tencent and Unilever share how brands can respond to and align with societal issues.

Why corporate morality will define the next step in the evolution of digital marketing

Article • James Coulson, WARC Exclusive, July 2021

Why marketers should prioritise media quality over efficiency.

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.
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.
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, May 2021

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.
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.
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.