Brands, nonprofits and social media influencers that are environmentally conscious often post tips to promote sustainable behaviors. Can one tip work as well, or even better than several tips? It depends on the audience’s level of concern about the environment, and the perceived authenticity of the source, new research finds.
Member Only AccessMost discussions about corporate social responsibility are focused on companies’ efforts regarding sustainability and societal goals. A new study shows that many consumers think that a company’s concern for and treatment of their own workers is a key element of CSR. Read more »
Member Only AccessWe have seen an upswing and change in the inclusion of values in advertising, especially the increase in cause-related marketing (CRM). Read more »
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Does brand activism—taking a stand on a sociopolitical issue—influence attitudes and purchase intentions, and if so, how? These questions are addressed in new research that identifies a credibility gap between brands that have an established reputation as activists, such as Nike and Ben & Jerry’s, and those that do not. With few exceptions, established activist brands have a lot more to gain than their emergent activist peers when taking a stand.
Member Only AccessA 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 »
Member Only AccessAn 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 »
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