Issues that brands express concern for only during Pride Month continue to exist beyond those 30 days for the LGBTQ+ community, and The Branding Nook’s Dr Prachi Gupta says new age marketers need to devise innovative ways for genuine outreach to the community.
Patagonia has been unafraid to set the agenda when it comes to brand purpose. Alex Weller, Marketing Director – Europe, speaks to WARC’s Anna Hamill for WARC Marketer's Toolkit 2021 about Patagonia’s approach to brand purpose, long and short-term objectives, and evolving media investment following its boycott of Facebook.
Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 271-289
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.
James Clifton, WARC Exclusive, August 2020
The COVID-19 pandemic is likely to have a long-lasting impact on consumer behaviour and spending – viewpoints from China, US and Ireland explain how marketing and marketers have been affected in each region.
The motivations that consumers attribute to a company that runs a cause marketing program can exert an influence on a campaign’s impact, according to a study published in the Journal of Advertising Research (JAR).
Yasmin Hannah Ramle, WARC Exclusive, April 2020
Cognito’s Yasmin Hannah Ramle outlines how brands can tap into consumer sentiment data to inform more empathic communications, as the on-going COVID-19 pandemic necessitates a new approach for Ramadan and Eid.
James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.