Multicultural

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Hispanics across the Americas: Evolution of Hispanic culture in the US and the global impact of Latin America today

Research Paper • Roberto Ruiz and Rachel Bonsignore, ESOMAR Conference papers, Latin America, 2020

GfK Consumer Life, a consumer trend study, and Univision Communications, an American media company, launched a study into shifts in the mindsets of Hispanic consumers in the US and Latin America.

How to address the new multicultural mainstream

News • 20 October 2020

With demographic changes over the next 30 years expected to deliver a new multicultural mainstream in the US, the only way for brands to be successful is to understand how to impact growth audiences authentically, says the CEO of UWG.

Eight takeaways for the BLM era

News • 12 October 2020

A major new WARC report compiles insights and learnings from prominent Black voices in the marketing community with the aim of helping marketers navigate the challenges of addressing racial injustice and leading with purpose.

Building diverse teams is an investment in the present – and the culturally complex future

Article • Carol Watson, WARC Exclusive, October 2020

Examines how to build teams that reflect diversity, and why they are important.

Lessons from failure: The ethical, and economic, opportunities in pursuing diversity

Article • Lydia Amoah, WARC Exclusive, October 2020

Looks at how brands can both avoid racially-insensitive missteps and build opportunity by focusing on diversity.

Why brands must up the ante on being anti-racist

Opinion • Satyen Dayal, October 2020

Racism isn’t just an American problem, it’s a systemic global problem. While the circumstances in the UK and Europe may be different than in the United States, racial injustice is a societal concern on both sides of the Atlantic, and all over the world – and recent research from our Edelman Trust Barometer proves it. Millions of people in both Europe and America are concerned about systemic racism in their own countries.

Marketing to Black consumers in the coming majority-minority US

Article • Monique Nelson, WARC Best Practice, October 2020

Examines how shifting demographics in the US are moving it toward a majority-minority country, and how marketers should adapt.

L'Oréal Paris: No.1 and always worth it

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a cosmetics company, launched its Because You're Worth It slogan across a decade's worth of ads in the UK to improve brand saliency among women in a period of market decline.

The WARC Guide to brand activism in the Black Lives Matter era

Article • WARC Best Practice, October 2020

A summary of new thinking and best practice on brand activism in the Black Lives Matter era, from the WARC Guide.

Will Corporate America ever change to reflect the New America?

Article • Jeffrey L. Bowman, WARC Exclusive, October 2020

Studies the small amount of change in Corporate America toward true diversity, equity and inclusion and next steps for transitioning to change management that moves corporations from diversity efforts to cultural transformation.

Courageous Conversation Global Foundation (CCGF): Not A Gun

Case Study • ARF Ogilvy Awards (US), Grand Ogilvy, 2020

Courageous Conversation Global Foundation (CCGF), a non-profit organisation, highlighted the implicit racial biases among police officers in the US by launching a series of creatives that likened an innocent candy bar to a gun.

How brands can effectively respond to Black Lives Matter

Article • Mark Pinnes and Hiwot Wolde-Senbet, WARC Exclusive, October 2020

The Black Lives Matter movement began in outrage at the murder of black Americans by uniformed law-enforcement officers and has evolved into a society-wide drive to eliminate racism.

Why McDonald’s is listening differently

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article explores some of the steps and techniques that McDonald's and its partners are pursuing in order to understand all groups of consumers.

The role of podcasts for NPR’s mission

News • 13 September 2020

National Public Radio (NPR), the media organisation, is tapping the power of podcasting to meet the dual needs of serving consumers where they are and representing the voices of diverse communities.

How NPR is using podcasts to achieve cultural (and digital) relevance

Article • Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020

National Public Radio (NPR), the media organization, is using podcasts as a means to keep up with major trends which are taking root among its audience.

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.

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

News • 01 September 2020

The Campbell Soup Co.

Postmodernism, ethnicity, and celebrity culture in women’s symbolic consumption

Research Paper • Ayantunji Gbadamosi, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 561-577

Although postmodernism and celebrity culture are closely linked, research attention on this has not been adequately synthesized with ethnic minority groups.

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.

COVID-19 and race: Protecting data or saving lives?

Research Paper • Richard Webber, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 528-537

This article uses the COVID-19 pandemic to demonstrate how our understanding of ethnic inequalities could be improved by greater use of algorithms that infer ethnic heritage from people's names.

Testing the effect of consumer-model racial congruency on consumer behavior

Research Paper • Shakaila Forbes-Bell, Aurore C Bardey and Patrick Fagan, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 599-614

Black, Asian, and Minority Ethnic (BAME) models continue to be underrepresented in advertising within the fashion and beauty industry.

Avoiding myths and winning with the English language first (ELF) Hispanic cohort

Article • Maria Twena, WARC Exclusive, August 2020

Examines how marketers can reach the bilingual, bicultural English Language First (ELF) Hispanic market in the US.

Justice and brand accountability

Article • Jude Cohen, Jonathan Daly, Kathleen Diamantakis, Charlotte Tansill and Kai D. Wright, WARC Exclusive, August 2020

Report from Ogilvy that provides guidance for marketers on justice and brand accountability in the wake of the Black Lives Matter movement.

How Bevel builds an authentic grooming brand for Black men

News • 11 August 2020

Bevel, a grooming brand made by Walker & Co.

Marketers have the power to alter the entire trajectory of a global conversation

Opinion • Jay Richards, August 2020

The advertising industry has the power to influence culture through what it creates, and, says Jay Richards, it also needs to reflect the reality of a world that is 70% non-white.

The WARC Guide to brand activism in the Black Lives Matter era

Article • WARC Best Practice, October 2020

A summary of new thinking and best practice on brand activism in the Black Lives Matter era, from the WARC Guide.
Why McDonald’s is listening differently

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article explores some of the steps and techniques that McDonald's and its partners are pursuing in order to understand all groups of consumers.
McDonald’s breaks with history to march boldly in support of Black Lives Matter movement

Article • Geoffrey Precourt, Event Reports, ANAAgile Marketing in the New Normal, July 2020

McDonald’s, the quick-service restaurant chain, became a high-profile supporter of the Black Lives Matter movement with a series of commercials that spread authentic, powerful messages.
Procter & Gamble steps up to tackle systemic racism with marketing action

Article • Stephen Whiteside, Event Reports, Lions Live, June 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is using the power of marketing to help tackle the systemic racism faced by the Black community in the United States.
How Constellation Brands – the owner of Corona beer – is tackling COVID-19

Article • Stephen Whiteside, WARC Exclusive, April 2020

Constellation Brands, the alcoholic-drinks manufacturer, is adapting in various ways to the challenges presented by Coronavirus.
How can brands observe Ramadan and celebrate Eid with the Muslim community during a pandemic

Article • Nazirah Ashari, WARC Exclusive, April 2020

TBWA’s Nazirah Ashari looks at the impact of the COVID-19 pandemic on how Muslims around the world will be observing Ramadan and celebrating Eid this year.