How much we trust in a brand is right up there with price in influencing purchase decisions, according to new research, which suggests that only one third of consumers trust most of the brands they use or buy.
Millennials may have different motivations for supporting corporate social responsibility (CSR) efforts than older consumers, with important implications for advertising in this space, a study in the Journal of Advertising Research (JAR) has ...
National Geographic has joined forces with innovation consultancy R/GA, inviting Australians to submit ideas about how to tackle the problem of plastic waste that is despoiling the country’s coastline and marine life.
Claudia A. Rademaker, Marla B. Royne, and Mikael Andéhn, Journal of Advertising Research, Digital First, April 2019
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Digital First, April 2019
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
Ethics are becoming more and more important to businesses as consumers’ awareness grows - and for fast fashion, an industry based on high volumes and low prices, this shift brings a moment of reckoning.
In this final part of a three-part interview series, Unilever’s outgoing Chief Marketing & Commuications Officer, Keith Weed, shares the secret to successful localisation of brand purpose, and why sustainability has to be more than a brand message.
Livio Martucci, WARC Exclusive, April 2019
Offers brand managers and marketers advice on how to tackle plastic packaging in the FMCG industry and how big data and an authentic approach towards corporate social responsibility can help drive brand loyalty.
Four fifths of consumers globally believe companies should help improve the environment, according to a recent survey by Nielsen, and brands are starting to respond with increasingly bold messages and commitments.
In 2019's post-plastic landscape, brands will need to move beyond simplistic messaging and token gestures and embrace systemic change, as consumers seek meaningful relationships that reflect their own progressive values.
For Admap's April issue on sustainability, Chris Arnold, founder, Creative Orchestra, details how doing good for the environment and doing good for humanity go hand in hand, while it is increasingly evident that it’s also a healthy business strategy.
As part of Admap's April issue on sustainability, Fiona Ball, group head of responsible business, Sky, details the launch of Sky Ocean Rescue, an initiative that sets out to stop our oceans from drowning in plastic, while also inspiring Sky's customers to make simple everyday changes.
Procter & Gamble’s chief brand officer has called on companies and brands to commit to a “100% accurate portrayal of women and girls in advertising and media”, but a couple of recent studies suggest there is some way go to ...