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How companies take purpose too far and how to fix it
From solving their problems to standing by their values, people expect more than ever from brands. Author, consultant, and industry expert Rishad Tobaccowala explains what the next shift in corporate purpose could look like.
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Ways to make tech advances feel more personal to purpose shoppers
Whether through tech innovation or advocacy, luxury brands can tie our purpose to our identities and help us express our own beliefs and priorities, says Alice Yu, vice president of consumer insights at Tapestry.
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Why political polarization means brands need to clarify their purpose
As ESG becomes more politically polarizing, brands need to be clear about their values, says Nooshin Warren, assistant professor of marketing at the University of Arizona.
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How global companies can make a local difference on sustainability
Global brands can make a big impact on big problems — but people also need to know that their choices matter at the local level, says Westin Grabow, director of innovation at Diageo.
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Ipsos Answers Esomar’s Questions to help online research buyers
The primary aim of the ESOMAR's Questions is to increase transparency and raise awareness of the key issues for researchers to consider when deciding whether an online sampling approach is fit for their purpose.
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People are less concerned about the pandemic than ever
In less than five minutes of reading time we’ll give you all the data and context you need to get you up to speed on Ipsos’ latest wave of the Consumer Tracker.
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The Community Uprising Marketing Retreat
Join Ipsos’ Jola Burnett who will be one of the main presenters at The Uprising — an intimate, private marketing retreat focused on the concepts and skills needed for leaders to conquer what is next.
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Ipsos gift to MSU’s School of Packaging will create a new home for packaging collection
In-kind gift will bring the NewProductWorks collection to Michigan State’s renowned packaging program
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[WEBINAR] What the Future: Purpose
Join us on April 4 to hear how social change, technological advances, political backlash and more will shape the future of corporate purpose, and what that means for brands and services, from consumer goods and luxury to entertainment and wellness.
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These were the 8 best Super Bowl ads in 2023. Here's why, according to hard data from Ipsos.
Ipsos analyzed Super Bowl 2023 ads through both traditional and cutting-edge methods – from surveys to social listening to live communities – to provide a more robust and nuanced picture of success. Here are the Ipsos Creative Excellence Awards for the top performers in Super Bowl LVII.