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Clean, green and affordable: Striking a balance between sustainability, hygiene and value in packaging

Article • Ian Payne and Greg Clayton, WARC Webinars, November 2020

This webinar is part of The WARC Guide to Effective Packaging, which explores how product packaging is embracing a wave of innovation, driven by a push for sustainability and the rise of e-commerce.

Packaging and sustainability come together in COVID

News • 09 November 2020

Sustainability – not self-evidently related to the pandemic – has been made more important by COVID-19 as people have become more aware of how their actions can affect not only each other but also the environment.

Ride the green digital wave: How the rise of sustainability and e-commerce can be good for consumer brands

Article • Jessica Trief, WARC Exclusive, November 2020

This article analyses the changing interaction between supply chains, sustainability and e-commerce as well as recommends how brands, their products, and packaging can adapt to a new world that has e-commerce and sustainability at its centre.

The importance of investing in sustainable packaging designs

Article • Alex Baverstock and Ian Payne, WARC Exclusive, November 2020

Consumers’ considerations around, and experience of, disposing of a product at the end of its life can impact future purchase consideration.

The WARC Guide to effective packaging

Article • WARC Best Practice, November 2020

A summary of new thinking and best practice on effective packaging, from the WARC Guide.

Recycling content for a greener advertising future

Opinion • Jamie Elden, October 2020

New is not always better. Consumers are creatures of habit and often buy into nostalgia, Shutterstock’s Jamie Elden writes.

Sustainable tourism: The next big opportunity for Latin America

Research Paper • Julia Fillingame, ESOMAR Conference papers, Latin America, 2020

Explores the topic of sustainable tourism and promotes it as the next big opportunity for Latin America.

Guiding principles: Why marketers need to anchor actions in brand purpose

Article • Low Lai Chow, Event Reports, All That Matters, September 2020

At All That Matters, Dole’s Rupen Desai and Grab’s Cheryl Goh outline the role of brand purpose as a guiding principle in the larger business imperative.

Kraft Heinz adapts for the ‘next normal’

Article • Brian Carruthers, Event Reports, Kantar Talks Webinar, September 2020

This article examines the how the food business Kraft Heinz reacted to the pandemic and what it sees as important long-term trends.

BLM is here to stay – how should brands respond?

News • 07 October 2020

The Black Lives Matter movement has led many brands to want to do more in order to dismantle inequality, but knowing exactly how to take action can be difficult – a new report explores which responses are working.

Why Ocado is the UK’s fastest-growing brand

News • 29 September 2020

Online retailer Ocado is the UK’s fastest growing brand according to a new BrandZ report which records a 63% increase in brand value over the past year, reflecting the impact of the pandemic on consumer shopping habits.

How Ocado negotiated lockdown

Article • Brian Carruthers, Event Reports, World Retail Congress, September 2020

This article examines how online grocer Ocado reacted to the challenges posed by the COVID-19 pandemic and lockdown.

Media strategies need to incorporate consumers’ environmental views

News • 17 September 2020

Advertisers should understand consumer views on the environmental impact of different media channels when they develop campaigns, according to a study published in the Journal of Advertising Research (JAR).

How brands can develop a governance framework for purpose

Article • Rupert Younger, WARC Exclusive, September 2020

The SCORE framework, developed by Oxford University and partners, offers a clear approach to governance for brand purpose.

How do generational differences drive response to social-issue ads? The effect of value orientations across generations in the U.S.

Research Paper • 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.

How native ads work in the CSR space

News • 10 September 2020

Brands using native ads to spread the word about their corporate social responsibility (CSR) efforts need to make sure they avoid a focus on promotional messaging, a study in the Journal of Advertising Research (JAR) has found.

Managerial–consumer eco-harmful media perceptions and eco-conscious attitudes: understanding the context within green media

Research Paper • Claudia A. Rademaker, Marla Royne Stafford, and Mikael Andéhn, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 290-304

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.

APAC brands ramp up influencer marketing for branding and CSR efforts

News • 09 September 2020

Use of influencer marketing by brands in Asia has spiked since the onset of COVID-19, according to a new report by CastingAsia, which looks at the shifts in strategies for influencer marketing campaigns by businesses in Southeast Asia, Hong Kong, Tai

New green push for the UK advertising industry

News • 08 September 2020

A new initiative is being launched to unite the advertising industry in its effort to introduce zero carbon emissions and zero waste to the process of ad production.

Marketing and resistance: How the two mix

News • 06 September 2020

Embracing the language and ideas of resistance is a risky business for brands that are not prepared to follow up with action – doing so requires stepping outside the brand’s vaccum and making sure it is not a one-off.

Unilever tackles laundry’s ‘diesel moment’

News • 02 September 2020

FMCG giant Unilever is investing €1 billion to eliminate the use of petrochemical-based ingredients in the products of its Home Care division over the next ten years.

The Campbell Soup Co.’s recipe for meaningful brand purpose

News • 01 September 2020

The Campbell Soup Co.

Campbell Soup Co.’s CEO: Brands can help drive social change

Article • Geoffrey Precourt, WARC Exclusive, September 2020

The Campbell Soup Co, the food manufacturer, is seeking to embody values such as authenticity and transparency as it responds to the imperative push for social change.

Half of Americans have boycotted a brand, rises to 67% of high income consumers

Data • Rob Clapp, WARC Data Points, August 2020

An overview of consumer participation and perceived effectiveness of brand boycotts.

Is native advertising effective for corporate social responsibility messaging? How advertising recognition affects consumer responses to proactive versus reactive CSR

Research Paper • Linwan Wu and Holly Overton, Journal of Advertising Research, Digital First, August 2020

This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).

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 Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The effectiveness code

Article • 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.
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.
What we know about brand purpose

Article • WARC Best Practice, March 2020

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.