There is a growing belief among the public that private corporations should also take responsibility for environmental, social, and governance (ESG) issues; these factors are no longer solely the responsibility of the public and governments. While certain business sectors are perceived as having a heightened obligation to diminish their environmental footprint (particularly energy companies, automobile manufacturers, airlines, and public transport providers), no industry can evade the necessity to act responsibly.
Researchers have been clear for decades that capturing the emotional response can power great campaigns, memorable experiences and help build stronger brands. But what exactly do we mean when we talk about emotion? And where can we apply our learnings to drive stronger insights?
We show how positive representations in advertising don’t just have a positive effect on society; they also enhance brand relationships and drive behaviour change.
Recent research conducted by Ipsos across numerous categories brought to light the importance of Expectations, Context, and Empathy in driving brand choice.
