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Marketing Trends for 2022: Customer Service and Experiences

Article • Emma Gardner, WARC Exclusive, November 2021

Consumers’ expectations of customer service and experiences have changed dramatically during the course of the COVID-19 pandemic. It’s more important than ever for marketers to be armed with stats, research and insights to improve services.

Marketing trends for 2022: The new ‘work-from-home’ economy

Article • Nicki Sprinz, WARC Exclusive, November 2021

In the post-COVID-19 era, it’s increasingly clear that the work-from-home economy is here to stay.

The cautious generation: How brands can make events worthwhile for Gen Z post-Covid

Opinion • Carina Filek, November 2021

New research from Elevate indicates that young people are still far more cautious about their out-of-home behaviour than their elders, writes the events firm’s Global COO, Carina Filek.

Beyond “Sustainability”: How to Engage Non-Activists in the Climate Challenge

Article • Ally Kingston and Louise McLaren , WARC Best Practice, November 2021

New research unlocks fresh insights into 42% of the UK population – moderate citizens whose voices aren’t typically part of online climate dialogue and who aren’t necessarily being actively considered by brands and by the advertising industry.

Pandemic-induced consumer behaviours are here to stay: Marketer’s Toolkit 2022

News • 12 November 2021

Fully 97% of marketers responding to a survey for the WARC Marketer’s Toolkit 2022 said they believe changes to consumer behaviour seen during the pandemic will impact strategies in 2022.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.

Did 2021 pan out the way we thought?

Opinion • David Tiltman, November 2021

This week WARC launches the Marketer’s Toolkit 2022. This is our guide to the major trends marketers need to respond to, and the new research and techniques they need to be on top of, as we hurtle towards a new year.

Marketing Trends For 2022: Beauty

Article • Melanie Welsh, WARC Exclusive, November 2021

Digital experiences, natural products, sustainability and wellbeing are set to be major trends in the beauty industry in 2022.

Wong Lo Kat: How to position an old brand as new

Opinion • Sarah Jia, November 2021

Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022, launching soon. Click here to register your interest .

ViacomCBS EyeQ: Culture of influence

Article • Research on WARC, October 2021

Explores the all-consuming impact of online creators and their communities on culture, brands and beyond.

How Behavioural Science can make desired new health behaviour a little more sticky

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, October 2021

Focuses on how helping patients to make a plan can help them start and maintain new health habits and medication regimes.

Debunking myths about Australian youth and winning over Gen Z and Y

Article • Sangeeta Tanwar, WARC Exclusive, October 2021

The post-pandemic perception of the world and their country is changing for young Australians as it diverges from global trends, according to Junkee Media’s youth research.

What the UK’s HFSS ad ban will demand of brands

Article • Sam Peña-Taylor, Event Reports, Kantar Talks, September 2021

A new set of restrictions on in-store promotions and advertising is set to come into force in the UK, forcing brands and retailers to adapt ahead of the changes – here Kantar experts explore the impact of the new regulations and what to do about it.

Purpose reimagined: Winning the war on brand purpose in a post-pandemic world

Article • Flaviano Faleiro, WARC Exclusive, October 2021

There is a new breed of consumer, says Accenture Interactive’s Flaviano Faleiro, who will support companies whose brand purpose aligns with their beliefs and reject those that don’t.

Three new traveler trends and preferences brands need to know about

Article • Will Crocker Hay, WARC Exclusive, Spotlight US, September 2021

Discusses the top ways the pandemic has impacted traveler engagement, preferences, and expectations, and what travel and hospitality brands can do to meet today's challenges and opportunities, based on the report, Ready for Takeoff: 2021 Travel Industry Trends, Insights, and Strategies.

How Health-Ade is meeting the needs of health-conscious US consumers in difficult times

Article • Stephen Whiteside, Event Reports, Spotlight US, September 2021

Health-Ade, the US kombucha brand, is adapting its strategy as the category evolves and the needs of its customer base evolve.

The 2021 US grocery shopper has adapted by embracing hybrid buying habits

Article • Barbara Connors, WARC Exclusive, Spotlight US, September 2021

Looks at changes in grocery shopping habits among US consumers as the COVID-19 pandemic stretches on.

Twitter identifies six US consumer trends for the COVID-19 era and beyond

Article • Stephen Whiteside, Event Reports, Spotlight US, September 2021

Twitter, the social network, drew on the analysis of several-billion US tweets to identify six trends that have grown more pronounced during the COVID-19 pandemic, and are likely to have long-term staying power.

The US bread-baking fad is over, but other COVID-induced consumer behaviors remain

Opinion • Cathy Taylor, September 2021

Cathy Taylor, WARC’s US Commissioning Editor, introduces the latest installment in WARC’s Spotlight US series, which offers insight into US consumer behavior during an uncertain year shaped by COVID-19 and economic challenges.

CPG brand owners in SEA take note: Self-care is influencing the grocery run

Article • Martyn U’ren, WARC Trends, September 2021

Amid the pandemic, Twitter’s Martyn U’ren says self-care is emerging as a key trend in Twitter conversations throughout Southeast Asia and influencing daily purchases.

The next generation of families

Article • The Insight Family, Research on WARC, September 2021

Looks at parents’ and children’s attitudes, behaviours and consumption to understand the key trends shaping the family ecosystem in 2021.

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?

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.

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.
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 Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
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.
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 WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.