Building a tech brand in the era of brand purpose and sustainability
Sustainability is about showing up where it matters to everyday people, everywhere.
Whether it is Big Tech, emerging technologies such as AI or blockchain, or even more traditional hardware industries, consumers are prone to associate different technology sectors with high energy consumption, lack of energy efficiency, unsustainable sourcing of materials, unsustainable packaging, or relatively high carbon footprint. Consumers’ expectations of tech companies in the space of “showing up where it matters” are often sky high.
To help tech brands identify consumer opportunities, Kantar has launched a special report focusing on how sustainability and tech intersect in 2024 and beyond.
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The Big Debate: Does sustainability pay off for brands? |
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What is the sustainability $ value case for brands? |
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Circular or not: Does sustainable innovation build competitive advantage? |
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Building sustainable brands in culture |
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How greenwashing hinders change, and what you can do about it |
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Brand Inclusion in the age of polarisation |
Are you just talking about sustainability or are you making it real? Get in touch with us and let’s future proof your transformation journey together.
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Isabelle Mérillou |
Webinar | Attention beyond views for creative effectiveness
How can great attention measures elevate ads from playback to payback?
In an increasingly digital and information-saturated environment where consumers’ attention is not limitless, understanding attention is fundamental for advertising success, and marketers worldwide agree with 66% of them saying attention has an important influence on creative effectiveness (Media Reactions 2023).
But is measuring behavioural metrics (eg. time viewed) enough?
To optimise your ads to command attention, it is crucial to understand the depth of the attention beyond just catching the eye. Join our webinar where experts from Kantar and Affectiva explore the meaning of attention for advertising success, how to measure it, and how to optimise your ads to capture attention.
Unable to attend? Register anyway for access to the on-demand recording.
What is facial coding?
Facial coding is an AI-based analysis of facial muscle movements that allows us to measure facial expressions such as smile, brow furrow or raised eyebrows.
Find out what facial coding means in this Inspiration article and how to use the creative benefit of facial coding in Marketplace projects for your ad testing.
Dive into our podcast and explore the myriad of possibilities.
How does using facial coding in ad testing help create better ads?
In this podcast Kantar and Affectiva experts discuss potential applications of the technology as part of a pre-testing program, including how it can optimize the ad or create cut downs that will make ads more likely to go viral, more likely to be remembered and more likely to build short and long-term associations for a brand.
Finding the Future-Fashion
The power of AI and big data analytics
Discover disruptive fashion trends guided on emerging, niche consumer base together with the power of open search and social data
Leverage the most meaningful search and social data to better understand trends everywhere, anywhere, with speed and at scale. Unlock the power of digital data amplified by tech to shape the brands of tomorrow.
In this report, you will find the following and much more:
- The pursuit of healthy fashion to support well-being goals
- Modest fashion: breaking stereotypes, inspiring diversity
- Sustainable & next-gen materials at the forefront
- Secondhand scene: bagging a bargain
- Tech in fashion: reimagining the industry
Get in touch to get more key consumer needs that shape trends. We take you on the journey to discover how consumer needs transfer across categories and manifest into trends!
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Machteld Andries |
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Martine Philippe |
Generational Mindsets Shaping Auto Industry Sustainability
Consumers value sustainability in the automotive market in different ways, based on generation and region.
Millennials and the sustainability divide
Globally, sustainability emerges as a consideration for consumers worldwide when making choices about which kind of car to purchase. 16% of consumers prioritise sustainability as a key factor in their decision-making process. However, this figure varies significantly across regions, and by generations.
Millennials are most likely to put emphasis on sustainability in the automotive market. 20% of Millennials prioritize sustainability when making choices about which car to purchase, compared to 11% of Boomers.
Sustainability areas that matter most
Generationally, consumers recognise certain sustainability practices as being more impactful on their decision making. Gen X exhibits a stronger inclination toward improved air quality (70%) and a reduced carbon footprint (71%). Environmentally conscious Gen Z and Millennial consumers display near-equal value across all sustainability areas, showcasing a more holistic approach to eco-conscious decision-making.
Cost-consciousness strategies to save on fuel
Gen Z (41%) and Millennials (39%) are most likely to choose public transportation to save on fuel, compared to only 25% of Boomers and 32% of Gen X. Older generations were more likely to opt for less frequent driving to save on fuel.
Triggered by this short extract? Don’t wait and read the full article about sustainability and the automotive market.
Get in touch with us and let’s future proof your sustainability journey together.
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Isabelle Mérillou |
Making Sustainability Real
A 3-day digital sustainability conference
Is marketing doing enough to future-proof brands and help people live sustainably?
Consumers want to lead more sustainable lives and they need marketing’s help to make that happen. Fortunately, the marketing fraternity recognizes that challenge.
More than 90% of marketers believe that we need to be more ambitious and take more radical action if marketing is to realise its role and responsibility in the transformation journey.
Making Sustainability Real, Kantar’s annual conference on sustainability, will provide you with the information and strategic approach you need to future-proof your brands at a time of disruptive change.
6 unique webinars to pick from
The programme is designed to demonstrate the business potential of sustainability, and will share best practice on building and activating meaningful brand strategy that appeals with consumers.
Day 1 - webinars |
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The Big Debate: Does sustainability pay off for brands? |
What is the sustainability $ value case for brands? |
Day 2 - webinars |
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Circular or not: Does sustainable innovation build competitive advantage? |
Building sustainable brands in culture |
Day 3 - webinars |
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How greenwashing hinders change, and what you can do about it |
Brand Inclusion in the age of polarisation |
Can’t make the webinars? Sign up anyway to receive the recording after the webinar has taken place.
Conference details
We’re going to be joined by clients from Reckitt, PepsiCo, Asahi, Zespri and Natura who are already on that path, as well as partners such as the Cambridge Institute for Sustainability Leadership, the Ellen MacArthur Foundation, Purpose Disruptors, Clean Creatives and Rewired Earth.
Register now - choose your favorite webinars
Are you just talking about sustainability or are you making it real? Get in touch with us and let’s future proof your transformation journey together.
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Isabelle Mérillou |
Use innovation to create a successful brand experience
Unlock the potential of innovation
This guide addresses some challenging questions you might have about innovation:
How can you innovate differently in a competitive landscape? How can you drive brand growth? Why is important to connect innovation with other areas of the business?
To answer some of these innovation challenges, we’ve combined the latest thinking from Kantar’s innovation experts with data-driven insights and case studies from successful brands.
4 insights to connected innovation
Get guidance on how to innovate differently to drive growth, in a connected way by putting meaningful difference at the heart of your strategy.
Drive brand growth with connected innovation |
How to align your innovation and advertising around meaningful difference |
Three ways innovation can help you create a successful brand experience |
How can AI empower your innovation process and unlock new connections |
Ready to innovate differently?
Once you’ve had a read, we would love to talk to you about the significance of these insights for your business and we can help you solve some of these innovation challenges.