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.
Member Only AccessThe newly published ARF Diversity Report is a comprehensive summary of research on the state of diversity in the marketing industry, and how diversity affects company and marketing campaign performance.
The 2020 US census revealed that the United States is far more diverse and multiracial today than ever before in its history. Approximately 38% of the population belong to racial minority groups. The trend is expected to continue, which has resulted in companies increasing their focus on Diversity, Equity and Inclusion (DEI), both internally and in their marketing efforts. In order to inform member companies of where we are as an industry, as well as to offer best practices and actionable insights in their own DEI efforts, the ARF has put together The Diversity Report. The report is available for purchase, as a fundraising effort to support ARF WIDE.
Member Only AccessCasey Hobgood, Associate Strategy Director at We Are Social US, argues that “…brands are still failing to address the whole spectrum of gender identities in their market research, campaigns and products.”
ARF WIDE’s mission is to develop and nurture the next generation of diverse talent in the research and insights industry. WIDE is designed to building a workforce that will make our industry better by representing the voices of all consumers.
A JAR “Digital First” paper explores the impact of interracial images in advertising on consumer responses. Read more »
ARF WIDE’s mission to develop and nurture the next generation of diverse talent in the research and insights industry is imperative to building a workforce that will make our industry better at what we do – representing the Voice of the Consumer.
As corporations market Juneteenth, experts point to “tricky but predictable pitfalls.” Read more »
Many companies and brands increasingly incorporate racially diverse actors, often mixing Blacks and Caucasians in their advertising, yet not much is known about its effectiveness. New research explores how actor race and social tie strength—essentially the potency of the bond between the two actors—translate into consumer responses, with indirect effects on purchase intention.
Member Only AccessAs 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 »