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What’s working in health and wellness 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in health and wellness.

Brand and content: How Unilever keeps its focus on the consumer

Article • eTail, WARC Exclusive, September 2021

Unilever’s global e-commerce director of health and wellbeing Anusha Babbar shares how the consumer goods giant approaches brand equity, meaningful content, customer experience and e-commerce issues.

Communication is the key to sustainability in healthcare

Article • Lisa Lishman, WARC Exclusive, August 2021

What can be done by marketing teams to lessen the environmental impact of healthcare?

COVID-19 and rural India: The challenges and opportunities for marketers

Article • Sharad Varshney, WARC Exclusive, Spotlight India, August 2021

Dialogue Factory’s Sharad Varshney looks at how the COVID-19 pandemic has affected rural India and what brands can learn about this huge market.

HFSS and the future of grocery retail: Unpacking the new rules

Article • WARC Exclusive, August 2021

Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.

Sales, service and social impact: Mitigating COVID’s effect on rural India

Article • Sriharsh Grandhe , WARC Exclusive, Spotlight India, August 2021

LinEngage’s Sriharsh Grandhe looks at the many ways that Indian businesses have been helping rural consumers get through the COVID-19 pandemic.

Post-pandemic challenges and opportunities in rural India

Opinion • Biprorshee Das, August 2021

This isn’t the first time Spotlight is focusing on rural India – the last time was in 2019, before anyone had an inkling that things were going to drastically change in just a matter of months. Almost two years later and a pandemic wiser, WARC India Editor Biprorshee Das revisits rural marketing in this India Spotlight series and asks how strategies are changing, and what the new opportunities and challenges are post-COVID.

Rural India: Propelling the Indian economy during COVID-19

Article • Neha Chauhan, WARC Exclusive, Spotlight India, August 2021

Arc Worldwide’s Neha Chauhan examines the many ways that rural consumers are driving the Indian economy with their needs and aspirations during the COVID-19 pandemic.

Why brands must break down the menopause taboo

Opinion • Helen Brain, August 2021

Did you know that menopausal women change their spending habits? There is a huge opportunity for canny advertisers, says Helen Brain.

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.

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.

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

Article • 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.

What we know about pharma and healthcare marketing in the US

Article • WARC Best Practice, July 2021

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.

What’s working in travel

Article • WARC Category Intelligence, July 2021

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

How should travel brands market to the post-COVID consumer?

Opinion • Steven Seghers, June 2021

Travel brands need to create immersive experiences, show their consumers empathy and provide them with the unexpected if they want to not only recover from the pandemic but be better than they were before, according to Hooray Agency’s Steven Seghers.

Four consumer groups for 2023: “Predictors”, “New Romantics”, “Conductors” and “Impossibles”

Article • Jo Bowman, Event Reports, Lions Live, June 2021

Consumers have been understandably, and indelibly, changed by the COVID-19 pandemic, but have coped with it in a variety of different ways.

OMD: Navigating the pandemic signals H1 2021

Article • OMD, Research on WARC, June 2021

OMD is continuing its Signals series, focusing on the key external influences on consumers throughout 2021 so far.

Bayer’s Patricia Corsi on healthcare marketing: ‘It's so important to focus on simple ideas’

Opinion • Anna Hamill, June 2021

Patricia Corsi, Global Chief Marketing and Digital Officer at Bayer Consumer Health and a juror in the Health and Wellness category at Cannes Lions 2021, spoke to WARC’s Anna Hamill about creativity in healthcare marketing, judging highlights, and how healthcare will evolve post-pandemic.

Why ‘no normal’ could be the best kind of ‘new normal’ for post-COVID effectiveness

Opinion • Warwick Cairns, June 2021

As the post-pandemic world approaches, businesses shouldn’t rush to settle back into the old normal – or even to replace it with a new one, says strategist Warwick Cairns. Instead, 2021 offers once-in-a-generation opportunities to keep on experimenting to develop better, more effective working practices.

A new purpose: What brands must do to connect with consumers

Article • Sangeeta Tanwar, Event Reports, NGCX Summit Asia, June 2021

As the COVID-19 pandemic upturns life by restricting the movement of people and goods, brands need to look deeper into what’s important to consumers and innovate to succeed.

Voice of the consumer: Lifestyles survey 2021 – key insights

Article • Euromonitor Strategy Briefings, May 2021

Analyses key aspects of consumers in a variety of settings including at home, at work, in-stores and online across 40 key markets.

One in five consumers now trusts the healthcare industry more

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of consumers' trust in different industries across 15 countries.

Global study reveals a seismic ‘value shift’ in what matters to people following COVID-19

Article • Vanella Jackson, WARC Exclusive, June, 2021

This article identifies several critical shifts in consumer values, highlighting the rise of a new, more conscious consumer.

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.