CSR (corporate social responsibility)

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

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

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

  • 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

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

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.

The Great Resignation in the Advertising/Research Industries Part 2 – Is It Over?

For this event, the Organizational Working Group within the Analytics Council conducted a follow-up survey to its May survey on the Great Resignation.  Once again, the Working Group partnered with Dynata on this survey. For this round, questions were added on job satisfaction, return to office, company culture, and the role of corporate social responsibility. Steve Millman of Dynata, who chairs the Working Group, reported on the results at this event.  Michael Butts, CEO of executive recruiting firm Burtch Works, also reported on surveys of its database of analytics and insights professionals.  The presentations were followed by a discussion on workplace trends and issues in our industries with Millman, Butts, and three other executives on the front lines of recruitment and talent management in advertising and research:

  • Renee Cassard, Chief Research Officer at Omnicom Media Group
  • Liz Osterhus, President, Chief Human Resources Officer at Ipsos, NA
  • Will Poindexter, Senior Partner & Enterprise Technology Practice Leader at Bain & Company.

The discussion was moderated by the ARF’s Chief Research Officer, Paul Donato. Millman’s presentation compared the respondents who said that they worked in advertising, advertising technology, media, or market research (“Our industries”) to those employed in other industries (“Industries”). The answer to the question posed in the title is undeniably “Yes” for both those in our industry and outside, according to just about every measure collected in the survey.  However, substantially more employees in our industries reported being contacted for recruiting efforts than others. They also tended to be more responsive to such efforts.  See below for more details on the survey results and subsequent conversation.

E, S, or G? Which Matters Most to Consumers and Institutional Investors?

When firms communicate about their environmental, social and governance (ESG) activities, they should consider not only what matters most to which stakeholders, but what results make the most impact with which stakeholders as well. While consumers prefer to invest in brands perceived positively on environmental and social issues, institutional investors focus less on these aspects and far more on governance.

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