1. Channel 4 claims young audiences are more receptive to purpose-driven ads
Young people aged between 16 and 34 are more likely to resonate with important issues through purpose-driven advertising.
A study of people in the 16-34 and 35-65 age brackets found 55% of respondents believe brands should use their power for good, while 45% argue they should only focus on selling products and services.
Young people are particularly receptive to ads containing a wider societal or cultural message, with 60% of 16- to 34-year-olds claiming to notice ads more if they address important issues compared to 55% of 35- to 44-year-olds and just 37% of those aged 45 or older.
Strong ethics is also important, with 56% of those aged 16-34 more likely to associate ethical products with good quality. Most young people also suggest they’re willing to pay more for ethical products – 56% of 16- to 34-year-olds compared to 44% of those aged 35 and over.
A perceived lack of ethics has a negative impact on impressions of a brand, with 41% of young people claiming to have boycotted a brand because they didn’t agree with what it stood for, compared to 33% of those aged 35+.
Source: Channel 4
2.John Lewis earns UK’s top spot on brand health index and Google dominates overall ranking
Google has retained top spot in YouGov’s BrandIndex global brand health ranking ahead of YouTube, while Facebook has fallen two places to fifth.
The top 10 has been dominated by tech brands with Samsung jumping one place to third position followed by Whatsapp, Facebook, Amazon, Ikea, Colgate, UniQlo and Lego.
Ikea, UniQlo and Lego…