WARC Evolution Marketing
WARC, the global authority on marketing effectiveness, has today launched Evolution of Marketing, a new content programme focusing on the future of the marketing discipline drawing on the latest evidence. The new programme will analyse emerging trends, technologies, media, social influences and other drivers of change relevant to marketers in a series of in-depth forward-looking reports.On the launch, Aditya Kishore, Insight Director, WARC, said: “Evolution of Marketing will provide marketers with insights and data to help answer two main questions: What will be the most effective marketing strategies in the coming years? And what can marketers do today to best position themselves for this future?”To launch Evolution of Marketing, WARC has today released the 2023 Consumer Trends Report, exploring key issues that will influence consumer purchase decisions across brands and categories globally with regional highlights for APAC, Europe and North America.Key issues that are influencing consumer purchase decisions across brands and categories highlighted in the report are: new spending habits driven by inflation, sustainable living, Gen Z’s mental health crisis, the rise of social commerce and a shift between privacy and convenience. Sustainability matters, but price matters more: 74% of consumers perceive price as a major influence on purchase decisions compared to a brand’s commitment to sustainability (47%) Consumers still care about brands’ commitment to sustainability and social responsibility, but the high cost-of-living is pushing them to balance these issues against price concerns. Three-quarters of consumers worldwide (74%) perceive price as a major influence on purchase decisions, compared to 47% who cited a brand’s commitment to sustainability as a purchase factor. Bill Alberti, Managing Partner, Interbrand, says: “In many cases, being ‘green’ is used by brands as a vehicle to drive premium pricing. But, with cost of living a pressing priority for many, consumers will choose less expensive options as prices increase. Because they will have to, and because they can.”
