Page 68 - Rand Purpose News Today

Trends in consumer behaviors have shifted and accelerated at pace due to the ongoing Covid-19 pandemic and the related restrictions imposed on people across the world. Digital activity, for instance – both in terms of content consumption and e-commerce – rocketed during lockdowns with just small declines when greater physical freedoms were granted. In the UK online sales grew by 46% in 2020, driven in part by a 79.3% boost in food sales, according to the Office of National Statistics.

Publishers frequently discover new audience habits or segments. At Future, however, the work of the data and insights team has rediscovered a valuable and frequently underserved audience – that of mainstream women in the UK.

People from all walks of life flock to TikTok to be entertained and share their creativity with others, following areas of culture that reflect their passions and interests. From dance challenges to beauty hacks, home renovations to #BookTok recommendations, there’s a community for everyone on TikTok. And TikTok’s goal is to foster a safe and welcoming platform for these vibrant, diverse communities – especially for the young people who use it.

Brand purpose campaigns drive 15% more market share growth than marketing campaigns that don’t focus on purpose, according to new statistics from marketing and advertising researcher Peter Field.

Online car dealership Carwow has pushed out a quick-turnaround campaign promoting electric vehicles (EV) off the back of the UK’s fuel shortages.

Google has banned the display of ads on YouTube videos and other content that spreads false claims about climate change as part of ongoing efforts to maintain brand safety.

The Drum has partnered with Whalar to launch a one-day virtual event, taking place on November 15, that will inspire marketers to think bigger about influencer marketing, hear what’s next on the horizon and learn why it’s the beating heart of marketing channel strategies.

The Covid-19 pandemic has made people more mindful of the impact of their purchases, as most Singaporean consumers say they would never buy from a brand again if it was accused of working with unethical suppliers.

Following accusations that the measurement firm was underreporting viewership numbers, Nielsen saw accreditation of parts of both its local and national business suspended last month by the Media Rating Council. Now the company is preparing for a comeback. The Drum sits down with the company’s chief marketing officer Jamie Moldafsky to talk rebranding and measurement integrity.

Queen Latifah has long been royalty when it comes to inclusivity. Whether it is promoting women’s empowerment, supporting LGBT+ causes, creating a clothing line that fits all body types or partnering with L’Oréal to launch a cosmetics collection that “embraces all shades of beauty”, her efforts have been substantial. Now she is taking on an important topic that is too often overlooked: obesity. She is the driving force behind the ‘It’s bigger than me’ campaign launching today in c...