CSR (corporate social responsibility)

DEI Backlash?

DEI Backlash?

  • Summary by Agustina Perez Blua (Google)
  • Cultural Effectiveness Council

On October 18, the Cultural Effectiveness Council examined how the diversity, equity and inclusion (DE&I) environment may have changed after a period of reinvigorated commitment in the wake of widespread protests following the George Floyd case. Experts discussed the current state of DE&I in media, marketing, and advertising and how to navigate it, as well as examples of inclusive advertising that have both boosted brand sales and experienced backlash.

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How Effective are Cause-Related Messages in Advertising Today?

How Effective are Cause-Related Messages in Advertising Today?

  • CMO Brief

During the last five years, we have seen an upswing and change in the inclusion of values in advertising, especially the increase in cause-related marketing (CRM) which includes messages about societal goals such as sustainability, ESG (environmental, social and governance) and DEI (diversity, equity/equality and inclusion). Given marketers’ interest in these issues—ranging from wanting to express support for causes to being concerned about a possible backlash—the ARF has reviewed the research on cause-related marketing as well as related issues, such as ads with more general pro-social and altruistic messages. ARF researchers conclude that ads with cause-related messages can be effective, but many are not. Future research should focus on which kinds of messages are most effective among different consumer groups.

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Breaking through the Blind Spots: How Marketers can be a Force for Good and Growth

  • Posted: July 26, 2023

On July 13, 2023, the ARF Young Pros gathered in New York City to examine the methodologies and insights that make for a better marketing experience. Industry leaders shared their unique perspectives to encourage attendees to reflect on society’s biases and blind spots more broadly, as well as how they echo through the media landscape. The July 13th Young Pros hybrid event consisted of three parts:

  • Interview with Rachel Herzig, Market Research Director at Ipsos, the 2023 Young Pro Great Mind Award winner. The Great Mind – Young Pro of the Year recognizes an outstanding ARF Young Pro who has shown exceptional leadership, important contributions, and potential for future industry impact.  
  • Perceptions of LGBTQ+ Representation in Advertising and Media Presentation by Anna Wilgan, VP, Product Marketing at Kantar and Veronica Hernandez, Product Manager at Nielsen.  
  • Panel discussion which included Anna Wilgan, VP, Product Marketing at Kantar and Veronica Hernandez, Product Manager at Nielsen and was moderated by Sean Eagan, Associate Manager at Nielsen.

How to Measure Trust in Brands

  • Posted: July 25, 2023

A new study indicates that most measures of brand trust are flawed because they are based on questionable assumptions about consumers’ understanding of “trust”.  Read more »

Breaking through the Blind Spots: How Marketers can be a Force for Good and Growth

Breaking through the Blind Spots: How Marketers can be a Force for Good and Growth

  • By Megan O’Brien (Omnicom MediaGroup) Young Pros Board Member

On July 13, 2023, the ARF Young Pros gathered in New York City to examine the methodologies and insights that make for a better marketing experience. Industry leaders shared their unique perspectives to encourage attendees to reflect on society’s biases and blind spots more broadly, as well as how they echo through the media landscape.

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Cause-Related Ad Effectiveness

  • Posted: July 12, 2023

An analysis by the ARF concludes that ads with cause-related messages can be effective, but many are not. Future research should focus on which kinds of messages are most effective among different consumer groups. Read more »

New Lenses on Brand Identity

  • Posted: June 7, 2023

This ARF Cognition Council event explored how brands can improve consumers’ perceptions of their pro-social messaging based on insights from fresh analyses of data from a variety of sources. Experts from Ipsos, Dartmouth College and Research Measurement Technologies shed light on a diverse range of research on ways that brands can convey pro-social messages in their advertising.

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