Our Approach

The ‘Higher Impact: Social Values’ study focused on measuring Social Values that impact consumer behaviors and brand choices, and ultimately, uncovered global consumer themes to guide impactful brand marketing through values-driven stories. Our goal was to develop macro-level insights to help brand marketers and brands better understand the values context within which consumers develop the motivations and perspectives that dictate marketplace behaviors. Environics Research & Amazon Ads surveyed 2,840 consumers across the United States, United Kingdom, France, Germany, Italy, Spain, Canada, and Mexico.

Solution

The Higher Impact study allowed us to develop a deeper understanding of consumers’ experiences when it comes to their needs and expectations – and how and why they interact with products, brands, or advertisements. Our study uncovered three core values-driven themes that are shaping the global consumer landscape and impacting consumer actions.

03

LEADING WITH AUTHENTICITY

The need for transparency to build trust and loyalty.

Performance

​The ‘Higher Impact: Social Values’ study uncovered that ultimately brand marketers will need to focus on redefining & generating brand value by cultivating meaningful connections with consumers through shared values, represented in what the brand stands for and how it acts.

Overall, the insights and findings from Higher Impact informed 30+ marketing and thought-leadership assets including paid-post content in partnership with the New York Times, T Brand Studio and Adweek, a three-part nurture email series, key-note speaker series content at UnBoxed and IAB, a multitude of Amazon hosted blog posts, and paid and organic social media promotion content. The study has enabled Amazon Ads to leverage their understanding of social values to differentiate themselves as thought-leaders by leaning into consumer-first narratives and data-driven insights.

The New York Times paid post in partnership with T Brand Studio edition of Higher Impact, titled ‘The Power of Brands to Drive Social Change’ exceeded scroll depth benchmarks by 60%, and results from the brand lift study found that 9 in 10 readers successfully recalled the paid post, highlighting the content’s strong memorability and branding. Moreover, the paid post further encouraged readers to visit the Amazon Ads website and strengthened agreement for ‘provides captivating storytelling.’

1,200

Global consumers surveyed in the United States and Europe (United Kingdom, Italy, France, Germany and Spain).

About The Client

Amazon Ads helps brands design ad experiences that delight customers and deliver meaningful business results. With Amazon’s first-party insights based on shopping, streaming and browsing signals, brands can craft relevant campaigns that enhance the customer experience. Additionally, Amazon Ads offers solutions across Amazon properties, including Twitch, IMDb TV, Amazon Music, and third-party publishers and exchanges, helping brands reach the right audiences in the right places―no matter where they are on their customer journey.

Explore some of our previous Amazon Ads reports