FMCG brands could claim $382bn by targeting ‘eco-active’ shoppers
Molly FlemingA new study finds eco-conscious consumers are worth $382bn to FMCG brands, with older consumers proving to be the most environmentally active.
A new study finds eco-conscious consumers are worth $382bn to FMCG brands, with older consumers proving to be the most environmentally active.
Online shopping platform Farfetch has ramped up investment in a new campaign and brand identity, as it looks to capitalise on soaring demand for luxury fashion post-lockdown.
The high street retailer, which saved £21m by turning marketing off during lockdown, is ramping up its investment as it looks to learn the lessons of Covid-19.
From John Lewis overhauling its brand purpose and Morrisons’s new CMO to the Marketing Week Masters Awards, catch up on all the biggest marketing news from the week gone by.
Marketing budgets as a percentage of revenues and company spend have risen to record levels during the pandemic, as it plays a key role in retaining customers and building brand value.
Channel 4 has made six commitments to anti-racism in light of recent global events and hopes it can use its influence to accelerate real, tangible change across the industry, both on- and off-screen.
There have been particularly strong increases in measures for future perceptions of personal finances and the economy this month, however it remains to be seen whether this will translate into a better economy that marketers can get their teeth into.
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Amazon tops BrandZ’s ranking of the 100 most valuable global brands for the second year in a row, keeping Apple in second as Google slips to fourth.
The bank’s global head of marketing, Leanne Cutts, doesn’t believe marketing will go back to how it was before the Covid-19 pandemic and nor does she want it to.
A good digital experience is more crucial now than it ever was. So how can retailers make sure their on-site search experience is as seamless, effective and easy to use as possible?
From P&G’s roadmap for racial equality to Channel 4’s anti-racism pledge and McDonald’s cutting the UK CMO role, catch up on all this week’s biggest marketing news.
Tesco’s brand health is at the highest level since 2011 after recording improvements in customer perceptions across all key areas.
Google CMO Lorraine Twohill admits that one of her biggest mistakes has been focusing on inclusive hiring but not the retention of diverse talent.
Reflecting on what they learnt from the 2008 credit crunch, marketing leaders explain how careers can recover amid pandemic and recession.
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In a world where marketing teams are geographically dispersed and working from home, technology needs to simplify campaigns, keep assets on-brand and help marketers work more efficiently.
The National Lottery operator used TV to show the power of its “play and purpose” message amid the coronavirus crisis, although CMO Keith Moor believes consumers have already moved on from the “stark advertising” of lockdown.
The ability to anticipate and satisfy consumer needs in a rapidly changing market will be key to success during the pandemic and beyond, as the likes of Mastercard and Budweiser have shown.