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Short Trend Summary
Who Doesn’t Like To Play? Gaming’s influence is broader than you think. A recent Statista report shows that the UK now boasts 46.7 million gamers. While it showed a slight male skew, it also highlighted that gaming penetration among females…
Who Doesn’t Like To Play?- Consumer Attitudes
- Entertainment
- Lifestyle
Who Doesn’t Like To Play? Gaming’s influence is broader than you think. A recent Statista report shows that the UK now boasts 46.7 million gamers. While it showed a slight male skew, it also highlighted that gaming penetration among females has now reached 56% (vs 63% male.) They’re a lot…
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Wavemaker UK - Growth Trends...Who Doesn’t Like To Play?
Who Doesn’t Like To Play? Gaming’s influence is broader than you think. A recent Statista report shows that the UK now boasts 46.7 million gamers.…
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Short Trend Summary
Radio’s Still Roaring. 88% of the population tune into radio every week, with live radio making up 71% share of adult listening. Linear radio provides an experience that on-demand cannot. Listeners have brand affinity with stations and genres via live…
Radio’s Still Roaring- Brands & Advertising
- Entertainment
- Media & Information
Radio’s Still Roaring. 88% of the population tune into radio every week, with live radio making up 71% share of adult listening. Linear radio provides an experience that on-demand cannot. Listeners have brand affinity with stations and genres via live and shared experiences. There is a relationship with presenters in…
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Wavemaker UK - Growth Trends...Radio’s Still Roaring
Radio’s Still Roaring. 88% of the population tune into radio every week, with live radio making up 71% share of adult listening. Linear radio provides… 
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Short Trend Summary
Fragmented Audiences & Shifting Budgets. Marketers are questioning whether the era of mainstream reach is truly over. There is a growing recognition that the rules of engagement are changing, with media and audience fragmentation being a major concern for marketers,…
Fragmented Audiences & Shifting Budgets- Digital Platforms
- Emerging Technology
- Media & Information
Fragmented Audiences & Shifting Budgets. Marketers are questioning whether the era of mainstream reach is truly over. There is a growing recognition that the rules of engagement are changing, with media and audience fragmentation being a major concern for marketers, influencing their budget allocation for 2023. This has resulted in…
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WARC - The Marketer’s Toolkit...Fragmented Audiences & Shifting Budgets
Fragmented Audiences & Shifting Budgets. Marketers are questioning whether the era of mainstream reach is truly over. There is a growing recognition that the rules… 
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Short Trend Summary
Bubble-Up Culture. Popular culture was traditionally “trickle down”, and shaped by the few media gatekeepers with scaled audiences. Shaped by a combination of splintering attention, touchpoint proliferation and audience fragmentation, communities and creators will be more influential than ever across…
Bubble-Up Culture- Culture
- Emerging Technology
- Lifestyle
Bubble-Up Culture. Popular culture was traditionally “trickle down”, and shaped by the few media gatekeepers with scaled audiences. Shaped by a combination of splintering attention, touchpoint proliferation and audience fragmentation, communities and creators will be more influential than ever across a decentralized media ecosystem. The formation and diffusion of culture…
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WARC - The Marketer’s Toolkit...Bubble-Up Culture
Bubble-Up Culture. Popular culture was traditionally “trickle down”, and shaped by the few media gatekeepers with scaled audiences. Shaped by a combination of splintering attention,… 
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Short Trend Summary
Check Your Tone. For all the focus on investment, don’t forget how important the tone of messaging is in building connections with your customers. In times of a cost-of-living crisis, it is crucial to be transparent and sensitive when communicating…
Check Your Tone- Brands & Advertising
- Consumer Attitudes
- Culture
Check Your Tone. For all the focus on investment, don’t forget how important the tone of messaging is in building connections with your customers. In times of a cost-of-living crisis, it is crucial to be transparent and sensitive when communicating with their customers. Humor can be an effective tool, as…
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WARC - The Marketer’s Toolkit...Check Your Tone
Check Your Tone. For all the focus on investment, don’t forget how important the tone of messaging is in building connections with your customers. In… -
Short Trend Summary
Clash of Delivery & Disruption. In 2023, brands face supply chain disruptions due to political, economic, and environmental factors, including sanctions, trade wars, climate change, and COVID-related shortages. Inflation is exacerbating the problem, with labor strikes affecting key delivery workers.…
Clash of Delivery & Disruption- Brands & Advertising
- Business & e-Commerce
- Global Challenges
Clash of Delivery & Disruption. In 2023, brands face supply chain disruptions due to political, economic, and environmental factors, including sanctions, trade wars, climate change, and COVID-related shortages. Inflation is exacerbating the problem, with labor strikes affecting key delivery workers. Managing customer expectations in the face of these challenges will…
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WARC - The Marketer’s Toolkit...Clash of Delivery & Disruption
Clash of Delivery & Disruption. In 2023, brands face supply chain disruptions due to political, economic, and environmental factors, including sanctions, trade wars, climate change,… -
Short Trend Summary
AI: Top Tech Priority. Big Tech companies will prioritize AI capabilities to retain a close relationship with marketers, as AI has been named the most important emerging technology for brands for three consecutive years. Alongside AI, Web3 innovation is also…
AI: Top Tech Priority- Brands & Advertising
- Digital Platforms
- Emerging Technology
AI: Top Tech Priority. Big Tech companies will prioritize AI capabilities to retain a close relationship with marketers, as AI has been named the most important emerging technology for brands for three consecutive years. Alongside AI, Web3 innovation is also becoming increasingly adopted beyond the initial hype around NFTs and…
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WARC - The Marketer’s Toolkit...AI: Top Tech Priority
AI: Top Tech Priority. Big Tech companies will prioritize AI capabilities to retain a close relationship with marketers, as AI has been named the most… -
Short Trend Summary
Yes and No: Social Commerce. Yes, some heat has come out of the digital commerce sector. Instagram’s scaling back of shopping features reveals that social commerce has not taken off at the expected speed. However, despite evidence that Western consumers…
Yes and No: Social Commerce- Business & e-Commerce
- Digital Platforms
- Emerging Technology
Yes and No: Social Commerce. Yes, some heat has come out of the digital commerce sector. Instagram’s scaling back of shopping features reveals that social commerce has not taken off at the expected speed. However, despite evidence that Western consumers reject the notion of Chinese-style ‘super-apps’, companies have not yet…
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WARC - The Marketer’s Toolkit...Yes and No: Social Commerce
Yes and No: Social Commerce. Yes, some heat has come out of the digital commerce sector. Instagram’s scaling back of shopping features reveals that social… 
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Short Trend Summary
Fan Communities. With the increasing impact of Bubble-Up Culture, fan communities will matter more in 2023. Fan communities are in-built audiences for new products, even those distant from a brand’s core competency. They enable monetisation based not on mass appeals…
Fan Communities- Brands & Advertising
- Consumer Attitudes
- Culture
Fan Communities. With the increasing impact of Bubble-Up Culture, fan communities will matter more in 2023. Fan communities are in-built audiences for new products, even those distant from a brand’s core competency. They enable monetisation based not on mass appeals and advertising, but on propulsion towards the mainstream by a…
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WARC - The Marketer’s Toolkit...Fan Communities
Fan Communities. With the increasing impact of Bubble-Up Culture, fan communities will matter more in 2023. Fan communities are in-built audiences for new products, even… -
Short Trend Summary
As COVID-19 has exacerbated financial challenges, many companies face a potential conflict between their financial needs and their environmental commitments. This is particularly true when it comes to offering affordable, eco-friendly products. To navigate this challenge, marketers should focus on…
Price vs. Planet. A False Dichotomy- Consumer Attitudes
- Global Challenges
- Sustainability
As COVID-19 has exacerbated financial challenges, many companies face a potential conflict between their financial needs and their environmental commitments. This is particularly true when it comes to offering affordable, eco-friendly products. To navigate this challenge, marketers should focus on incorporating eco-friendly values into affordable products, making it easier for…
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WARC - The Marketer’s Toolkit...Price vs. Planet. A False Dichotomy
As COVID-19 has exacerbated financial challenges, many companies face a potential conflict between their financial needs and their environmental commitments. This is particularly true when…
