Many studies have shown that consumers want authenticity in advertising and branding and that the perception of authenticity can be an important driver of marketing success. But what exactly does authenticity mean to consumers? Read more »
Last year, we reported on an analysis which found that many advertisements with prosocial and cause-related messages are not as effective as surveys on consumer attitudes suggest. This urged researchers to explore how to make such ad messages more effective. Several new studies provide insights on this issue. Read more »
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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Using consumers as “ambassadors” has many benefits, research has shown. They can help organizations promote their prosocial messages about the environment and other issues and might even become the impetus behind positive behaviors across social networks. However, the greatest impact and the most persistent one, may be on the ambassador themselves, especially those who were less than environmentally conscious at the outset.
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