As part of the WARC x Ogilvy “Image to Impact” report, Jonathan Halvorson – Global VP – Consumer Experience, Mondelez International – spoke about navigating media fragmentation, balancing the art and science of marketing and why authentic purpose can make an impact.
As brand leaders increasingly feel motivated — or pressured — to take a stance on societal issues, Morning Consult’s study explored whether ESG (Environmental, Social and Governance) positions translate to changes in consumer behavior. The findings offer new insights into the attitudes and behaviors of different consumer types. Read more »
New Gallup data show increased support for same-sex marriage overall, but not among the religious. Read more »
The ANA has established a “Sustainability Collective” to promote and implement sustainable practices.
A new survey finds that hardware features remain important when choosing a smartphone. However, around the world, financial and environmental considerations are climbing up buyers’ agendas.
Born to combat pollution, environmentalism’s annual observance is poised to inspire more than ever—if governments, the public and brands can figure out what it means now. Read more »
ARF WIDE is working to create pathways for talented college students with an interest in research and insights who come with lived experiences and perspectives not currently well-represented in the industry. Our goal is to help build a diverse talent pipeline that represents today’s consumer, filled with those who understand varying cultural backgrounds and are able to connect with them through their own experiences and ultimately be more effective at generating new research insights and outcomes. Read more »
As counterintuitive as it sounds, this study shows that companies in environmentally unfriendly industries are perceived as more trustworthy when they use negatively framed messaging focused on reducing the damaging impact of their production processes, rather than on positively framed messages that tout benefits. Building such trust, in turn, elicits favorable consumer intentions and behaviors.
Member Only AccessWhen two industry heavyweights meet and talk about the future of the advertising industry, it’s worth it to stop and listen. Marla Kaplowitz, President and CEO of the 4A’s for the past five years, probed industry issues earlier this month with Philippe Krakowsky, a 20-year veteran of IPG who recently completed his first year as CEO.
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America in the 21st century is far more diverse than it was in the 20th. In fact, the Millennial generation is the most diverse in all of U.S. history. And this trend is expected to continue. As a result, brands must increasingly appeal to diverse audiences in order to remain relevant. How can they do that successfully?
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