CX and customer engagement issues are growing concerns, while COVID-related problems ease.
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Gen Z Expresses Preference for Entertaining Rather Than Explicitly Informative Ads
By contrast, Baby Boomers tend to prefer ads that relate to their shopping interests.
People Say Purpose Alone Doesn’t Drive Purchases, but It Can Be A Differentiator
People buy more on the basis of purpose than politics.
CMOs Say They’re Overweight on Performance vs. Brand-Building Spend
B2B companies are dedicating more of their budgets to brand-building than their B2C counterparts.
Consumers Build Trust in Companies Slowly – and Lose it Quickly
Data privacy is a key determiner of brand trust.
Consumers: Social Responsibility Matters in Some Areas More Than Others
Social responsibility factors into decision-making most in the Restaurant, Apparel, and Personal Care Product categories.
Consumers Fail to Recall Brands’ Purpose Efforts
Brands are doing a better job getting through to Millennial men and higher-income adults.
Where Are Millennials Getting Shopping Inspiration These Days?
Celebrities and digital influencers aren’t top sources of shopping inspiration.
Most People Put A Premium on Brand Image and Responsible Actions
In the US, people’s opinions are split on whether they are willing to spend extra for a brand with an image that appeals to them.
Are Brands Doing A Good Job of Supporting Diverse Communities?
Creating inclusive ads and content is one way that brands can demonstrate support for diverse communities.
People Want Brands to Listen to Them. How?
People don’t necessarily need to agree with brands’ stances, but just know that their point of view has been heard.
Trust Still Relies on Reliability and Transparency
There’s skepticism about business leaders’ ethics, but they’re still encouraged to speak out about societal issues.
Marketing Industry Diversity Drops, but There’s Improvement at the CMO Level
Some 17.3% of CMOs or CMO-equivalents at ANA client-side marketer members last year were from a racial or ethnic group.
High-Growth Professional Services Firms Spend More on Marketing
Overall, though, professional services firms are dedicating a smaller share of their revenues to marketing.
Workplace Software Buyers Rely on A Variety of Info Sources
Decision-makers rely heavily on others’ opinions, whether via word-of-mouth, social media, or review sites.
Brand Safety is Advertisers’ Responsibility, Consumers Say
More than 6 in 10 agree with the statement: “I believe an advertiser approves of the content their ads appear next to.”
How Do People Want to Learn About Brands’ Sustainability Efforts?
Almost 7 in 10 adults agree that businesses have a responsibility to reduce their environmental impact and promote sustainability.
Are Fashion Shoppers in the US That Concerned with Sustainability?
Not as much as shoppers in some other countries, according to a report.