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Project Reconnect
helping marketers get it right with consumers
The relationship between marketers and consumers
is complicated. People are often sceptical about
companies’ motives and believe they are only
interested in selling their products and services to
them. Marketers are not always in sync with what
consumers want and expect from brands and the
problem is global.

As consumers increasingly talk about brands and tell
brand stories online, the need to bridge this gap and
rekindle trust between marketers and consumers has
never been greater. By talking to consumers about
how they expect brands to act in the digital age, we
wanted to develop some guidance that could be used
by marketers around the world to help bring the two
sides together.




                                                        The Research
                                                        Phase 1 - Listening: We wanted to talk face-to-face
                                                        to people in their capacity as both consumers and
                                                        parents so we held focus groups in Shanghai and
                                                        London with social-media aware parents who had
                                                        children aged 12-18.

                                                        Phase 2 - Dialogue: Ideablog is an online platform
                                                        that emulates social media sites, which not only
                                                        encourages children to express themselves freely, but
                                                        also provides them with time to explore and reflect,
                                                        thereby providing richer insights. We set up Ideablog
                                                        communities of social-media savvy 15-17-year-olds in
                                                        Brazil, China, the UK and the US.

                                                        The overall aim of phases 1 and 2 was to understand
                                                        how consumers relate to marketing by exploring
                                                        how they connect with brands, how they form their
                                                        opinions of brands and what media they use to engage
                                                        with brands. We also wanted to discover which
                                                        forms of marketing both parents and teens felt were
                                                        acceptable and unacceptable.
What is important
in people’s lives?
Firstly, we wanted to understand the role of brands          of importance. There was a consensus among both
in people’s lives. We asked them what was important          the parents and teens that kids use brands to help
to them more generally before asking them to name            demonstrate who they are, express their identities and
some of the brands they could recall easily. This enabled    generally fit in and be fashionable.
our respondents to get in the right frame of mind
before answering more specific questions about brand         When asked to name three brands, neither group
communications and brand behaviours.                         claimed to choose a brand on the basis of its marketing
                                                             alone. More important factors included what
Unsurprisingly, the adults’ priorities were their family’s   they deemed the brands to stand for, the product
safety, children’s education, job/income, work/life          experience and what they knew of the company
balance and creating a stable financial future for           behind the brand. Interestingly, the brands the parents
their children. When we asked the teens the same             and teens mentioned rarely correlated with their
question they ranked friends, study, hobbies and             favourite brands. The only brand mentioned across
family as the most important. For both groups, brands        all countries involved in the study was Apple.
and marketing were far from top of mind in terms




                                                                                      Wordle from UK teenager
                                                                                  responses to brand discussion
Where
markets differ
Chinese whispers                                          Skipping school                                            ‘Social-light’
In the UK, Brazil and the US, parents use the             Email is generally deemed an acceptable way for            However, one thing that our participants in the
internet for a variety of reasons including emailing,     brands to contact consumers (provided the consumer         US, UK, Brazil and China have in common is their
shopping, booking holidays, reading the news and          consents to receiving information) but SMS contact         limited reported engagement with brands on social
product reviews, and catching up on missed TV             is an altogether more sensitive issue, particularly in     networking sites. They all confirmed, however, their
shows. Although Chinese parents do use email and          the UK. Generally, however, adolescents were more          regular engagement with brand websites.
social networking to a limited extent, the majority       accepting of SMS as they understood the trade-
of their time online is spent on forum discussions.       off between advertising and free content. Younger          I never really understood becoming a fan on Facebook or
Online forums (such as Tianya, KDS, Taobao) are           respondents did identify certain rules for marketers;      Twitter of a brand. They get to use you as a stat (hey, we
phenomenally popular in China, much more so than in       they preferred to be texted during holiday time or         got 50,000 followers) and you don’t get anything from
the UK, Brazil and the US and are regarded as a trusted   only in the evening during school term. Receiving          them other than maybe a cheap coupon or an overpriced
source of brand-related information.                      an SMS during class time was considered a potential        advanced sale of an item. Male, 15 (USA)
                                                          embarrassment by a number of younger respondents!
Brand spanking                                                                                                       I like a brand’s website more than the Facebook pages
                                                          Of the respondent nationalities, the Chinese were
The main reasons people gave for disliking brands                                                                    because they have more information. The Facebook
                                                          significantly more tolerant of SMS marketing, provided
in the UK were poor customer service (particularly                                                                   stuff usually has a lot of people posting comments but
                                                          marketers didn’t bombard them with messages.
among utility companies and telecoms), a perceived                                                                   they are not really useful…. The brand’s website has
role in exacerbating health problems (some food and       The UK and China held the most disparate views on          a ton of information on new products, finding products
restaurant companies) and a perceived involvement in      the idea of marketing in schools. In the UK, marketing     and latest deals. Female, 15 (USA)
political issues (media companies and broadcasters).      in schools is regarded as a controversial issue; parents
                                                                                                                     However, there are some notable exceptions where
The reasons given by Chinese consumers for disliking      feel with few exceptions that schools should be a
                                                                                                                     people do engage with brands on social networking
a brand were linked to public relations disasters         commercial-free area, and that brands could be
                                                                                                                     sites: tech and trendy brands, brands that offer people
triggered by alleged corruption or low quality, faulty    exploiting children as a captive audience. In stark
                                                                                                                     tangible rewards for becoming a follower, and brands
and sometimes even harmful, products.                     contrast, school-based marketing is not seen to be
                                                                                                                     with ‘superfans’ who truly ‘live’ the brand.
                                                          problematic in China. Even some food brands, which
                                                          were perceived as contributing to unhealthy eating         For more information on brand fans, read our Value
                                                          habits in the UK, were welcomed in Chinese schools         of a Fan report, which is based on research from more
                                                          and were seen to be legitimate sponsors of school          than 3,500 fans and suggests 10 key factors to help
                                                          premises, in-school sports events and competitions.        drive engagement with fan pages. [www.wfanet.org/
                                                                                                                     valueofafan]
Insights for
Digital Marketers
From the insights generated in phases 1 and 2 we were    1                                                         2
able to develop some basic guidance to help digital
marketers navigate consumer and parental sensitivities   It’s not what you                                         Don’t call me,
within the digital environment.                          say but what you do                                       I’ll call you
                                                         A brand’s image is determined by more than just           Advertisers must be invited to be part of each
Many of these principles may appear intuitive to
                                                         advertising. In this digital world, everyone knows what   consumer’s digital world. In order to be acceptable, all
seasoned marketers. But, importantly, consumers
                                                         your brand is doing, not just what it’s saying. And       contact from brands needs to have been specifically
around the world clearly don’t see the evidence that
                                                         increasingly, consumers don’t distinguish between the     agreed. The consumer needs to feel in control of the
marketers are applying these principles in practice.
                                                         brand and the company behind it.                          conversation.
There is also a significant degree of convergence
between consumer views across different markets.         Even 15-year-old children told us that their image of     What I REALLY don’t like is advertising that pops up on
                                                         a certain brand was tainted by their knowledge of         the screen out of the blue. They are inconvenient and
                                                         the company’s apparent use of child labour, unethical     slow down browsing by users. Male, 16 (Brazil)
                                                         sourcing and perceived ‘green-washing’.




                                                         3
                                                         What’s in it for me
                                                         Any contact from a brand needs to offer some benefit      I sign up for promotions all the time, as long as they
                                                         to the customer - the communications need to be unique,   look legit, don’t cost me anything and are of interest
                                                         fun, engaging or offer something in return.               to me. I recently signed up for a monthly cash prize
                                                         Always offer more than the consumer expects from          and was willing to give out personal information
                                                         you. Whether for prizes, promotions, discounts or         for that. Female, 16 (USA)
                                                         anything else. The consumer likes to be surprised.
                                                         Male, 17 (Brazil)

                                                         Competitions and games were generally considered
                                                         by younger audiences as acceptable means of offering
                                                                                                                   They cannot put an advertisement for sanitary pads
                                                         something engaging. Product placement in games was
                                                                                                                   on a game like ‘Resident Evil’. Female, 16, (Brazil)
                                                         viewed as something that makes the game even more
                                                         realistic, as long as the brand fitted with the game
                                                         itself.
4                                                                                                                         6                                                          7
What are you doing                                                                                                        Don’t fake it                                              What digital advertising?
with their data?                                                                                                          Be open, transparent and treat people with respect.        There is a low awareness of online advertising. When
Brands need to be open with consumers about storing          I like some ads that pop up on Facebook as they are          Many consumers will be turned off if they believe it’s     pushed, people instinctively think of online advertising
personal data. Although most people are open to              linked to what I look at online, but this can be very        not genuine. Celebrity endorsement that isn’t credible     as pop-ups, banners and spam, and are therefore
the idea of tracking if it makes the ads they see more       annoying. I have recently been looking for places to         can backfire. Cosmetics ads were mentioned for             negatively predisposed to the concept of online
relevant, they have concerns about how long brands           stay in Liverpool and every time I log onto Facebook         creating unrealistic expectations.                         marketing. And when asked to recall examples of online
keep the data for.                                           I have ads for hotels in Liverpool. It’s a bit too much.     Ads with celebs in are totally misleading. I’m sure they   ads, only a handful were remembered - Fruitella,
I know that companies track my usage so they can             Female, 16 (UK)                                              don’t use those products personally. It’s all about the    Coca-Cola, Budweiser, Nike and Kellogg’s. Our teenage
provide me with ads that fit my interests. It’s ok because                                                                money. Male, 15 (UK)                                       respondents claim to be “banner blind” and prefer
                                                             I don’t want companies to collect info on my internet                                                                   advertising they can simply ignore (such as in the
then I’m not shown ads that I’m not interested in.
                                                             usage. How do I know what they’re going to do with it?       UK, US and Brazilian consumers were more cynical           margins of Facebook).
Male, 17 (USA)
                                                             Just like I don’t want anyone to follow me around all        of celebrity endorsement than their Chinese                I hate pop-ups. They are annoying, interrupt what I
                                                             day either. Male, 16 (UK)                                    counterparts.                                              am doing, put me in a bad mood and need me to close
                                                                                                                                                                                     them. Male, 15 (China)
5                                                                                                                                                                                    I have not seen any decent ads online and would not
Consumers think there is a time                                                                                                                                                      send any friends any ads. They would think I was crazy;
and place for commercial messages                                                                                                                                                    we are not into things like that. Female 15 (UK)

Email contact is OK (if agreed), but SMS marketing           Communicating via SMS is ok as long as the company
is often rejected (in Brazil, UK and US but less so in       don’t send too many. It would be nice to be told of the
China). Younger respondents universally preferred            latest deals or fashions, perhaps via picture, but only in   8                                                          9
being contacted during school holidays rather than
during school time. Don’t pester; brands need to be
                                                             the school holidays. Female, 16 (China)
                                                                                                                          Age colours consumer                                       What’s unacceptable online
willing to be ignored if it’s not convenient as it shows     Given the reality of today’s commercial world,
                                                                                                                          perceptions of online advertising                          is also unacceptable offline
more respect.                                                respondents in all markets found sponsorship of shows        Teens instinctively feel that they have control over       Parents apply the same principals online as they do
I get really fed up when people text me with ads and         and sports to be one of the most acceptable practices        their exposure to advertising online, whereas parents      offline when it comes to issues such as safety and
things. I use my phone to keep in contact with friends       as long as the association between brand and event/          find it harder to engage as many do not regard the         permissibility. They use the same filters to decide what
and my parents and I don’t want other stuff coming           show didn’t feel contrived.                                  online space as a communication channel. Although          is acceptable and what is not. Marketers need to use
through on it. What if it went off when I was in school?                                                                  both groups struggle to specify what is acceptable         a good dose of common sense and apply the same
Female, 17 (UK)
                                                                                                                          and what is not, they all condemn pop-ups, spam and        advertising standards everywhere.
                                                                                                                          anything that interferes with their online experience.     Companies should apply the same ethics online
                                                                                                                                                                                     as they do on TV. Female , 17 (UK)
10                                                                                                                    12
There is a triangle of trust between                                                                                  Keep perspective:
parent, teen and regulator                                                                                            Brands aren’t that important
Parents generally feel that kids spend too much time       My parents accept that I am mature enough to decide        Brands help people identify themselves and feel
online and understand that they can’t control what         what I do and don’t watch and believe that I should        comfortable. They are a means to an end, rarely an
their kids look at. However, on the whole, parents         decide whether something, whether it be an advert, is      end in themselves. Marketers need to ask themselves:
trust teens, and teens know they shouldn’t abuse that      appropriate to watch. Female, 17 (UK)                      does my brand serve, enhance and empower - does it
trust. This trust is buffered by the regulation, which                                                                help people live their lives better?
parents find reassuring. However, parents feel younger                                                                The most important thing is studying. My parents plan
children - some specified under the age of 12 - need                                                                  to send me to study abroad, now this is my important
more protecting and take greater control over what                                                                    moment. Male, 17 (China)
they see and experience.
                                                                                                                      Music, my interests, family and school are all things
                                                                                                                      important to my friends and I, it defines who we are ...
                                                                                                                      what we are like and why - plus it gives us something
                                                                                                                      to talk about. Female, 15 (UK)



11                                                                                                                    13
Consumers understand                                                                                                  It’s good to talk
the advertising trade off                                                                                             People enjoy talking about brands and advertising and
Consumers, and children in particular, understand          I do play online games and if there were no ads on         want the opportunity to be heard. Too often, they feel
that online advertising allows them to get free            these sites some games would not be free as most of        marketers talk at them and not with them, so anything
content and so they tolerate the ads as a means to an      these sites are sponsored. I rarely notice the ads while   thing that counters this is well received.
end. Conversely, they don’t expect to see ads when         actually playing games. I would not mind if the ads        I think it is my duty as a teenager to get my opinion out
watching paid-for content. While many children claim       were actually in the game or product placement as I        there and SHARE IT WITH THE WORLD! I want to be
to be “banner blind” and able to filter out advertising,   think they would blend into the game but I think they      able to do this. Male, 16 (USA)
parents are less capable of doing so.                      should only be relevant to the games being played.
                                                           Male, 15 (USA)
These findings are just the first stage of the WFA’s long-   Project Reconnect was conducted
term goal of facilitating an ongoing, open discussion
between consumers and brands.                                by Alice Moss and Caroline Bright
                                                             at Firefly Millward Brown for the
We hope over time to be able to agree on a set of clear      World Federation of Advertisers
ground rules for marketers based on what consumers
around the world think is acceptable.                        (WFA).

We have started with digital marketing                       For more information,
communications but the conversation is likely to
broaden to a number of areas.                                please contact Will Gilroy
                                                             at WFA at will@wfanet.org
It is really nice to be asked to give an opinion,
especially when you are asking for the opinion
of teenagers. It will be interesting to see if the
advertising companies take note. Female, 17
(USA)




                                                     These are some of the teenagers who helped
                                                                             us with our research

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WFA Project Reconnect

  • 1. Project Reconnect helping marketers get it right with consumers
  • 2. The relationship between marketers and consumers is complicated. People are often sceptical about companies’ motives and believe they are only interested in selling their products and services to them. Marketers are not always in sync with what consumers want and expect from brands and the problem is global. As consumers increasingly talk about brands and tell brand stories online, the need to bridge this gap and rekindle trust between marketers and consumers has never been greater. By talking to consumers about how they expect brands to act in the digital age, we wanted to develop some guidance that could be used by marketers around the world to help bring the two sides together. The Research Phase 1 - Listening: We wanted to talk face-to-face to people in their capacity as both consumers and parents so we held focus groups in Shanghai and London with social-media aware parents who had children aged 12-18. Phase 2 - Dialogue: Ideablog is an online platform that emulates social media sites, which not only encourages children to express themselves freely, but also provides them with time to explore and reflect, thereby providing richer insights. We set up Ideablog communities of social-media savvy 15-17-year-olds in Brazil, China, the UK and the US. The overall aim of phases 1 and 2 was to understand how consumers relate to marketing by exploring how they connect with brands, how they form their opinions of brands and what media they use to engage with brands. We also wanted to discover which forms of marketing both parents and teens felt were acceptable and unacceptable.
  • 3. What is important in people’s lives? Firstly, we wanted to understand the role of brands of importance. There was a consensus among both in people’s lives. We asked them what was important the parents and teens that kids use brands to help to them more generally before asking them to name demonstrate who they are, express their identities and some of the brands they could recall easily. This enabled generally fit in and be fashionable. our respondents to get in the right frame of mind before answering more specific questions about brand When asked to name three brands, neither group communications and brand behaviours. claimed to choose a brand on the basis of its marketing alone. More important factors included what Unsurprisingly, the adults’ priorities were their family’s they deemed the brands to stand for, the product safety, children’s education, job/income, work/life experience and what they knew of the company balance and creating a stable financial future for behind the brand. Interestingly, the brands the parents their children. When we asked the teens the same and teens mentioned rarely correlated with their question they ranked friends, study, hobbies and favourite brands. The only brand mentioned across family as the most important. For both groups, brands all countries involved in the study was Apple. and marketing were far from top of mind in terms Wordle from UK teenager responses to brand discussion
  • 4. Where markets differ Chinese whispers Skipping school ‘Social-light’ In the UK, Brazil and the US, parents use the Email is generally deemed an acceptable way for However, one thing that our participants in the internet for a variety of reasons including emailing, brands to contact consumers (provided the consumer US, UK, Brazil and China have in common is their shopping, booking holidays, reading the news and consents to receiving information) but SMS contact limited reported engagement with brands on social product reviews, and catching up on missed TV is an altogether more sensitive issue, particularly in networking sites. They all confirmed, however, their shows. Although Chinese parents do use email and the UK. Generally, however, adolescents were more regular engagement with brand websites. social networking to a limited extent, the majority accepting of SMS as they understood the trade- of their time online is spent on forum discussions. off between advertising and free content. Younger I never really understood becoming a fan on Facebook or Online forums (such as Tianya, KDS, Taobao) are respondents did identify certain rules for marketers; Twitter of a brand. They get to use you as a stat (hey, we phenomenally popular in China, much more so than in they preferred to be texted during holiday time or got 50,000 followers) and you don’t get anything from the UK, Brazil and the US and are regarded as a trusted only in the evening during school term. Receiving them other than maybe a cheap coupon or an overpriced source of brand-related information. an SMS during class time was considered a potential advanced sale of an item. Male, 15 (USA) embarrassment by a number of younger respondents! Brand spanking I like a brand’s website more than the Facebook pages Of the respondent nationalities, the Chinese were The main reasons people gave for disliking brands because they have more information. The Facebook significantly more tolerant of SMS marketing, provided in the UK were poor customer service (particularly stuff usually has a lot of people posting comments but marketers didn’t bombard them with messages. among utility companies and telecoms), a perceived they are not really useful…. The brand’s website has role in exacerbating health problems (some food and The UK and China held the most disparate views on a ton of information on new products, finding products restaurant companies) and a perceived involvement in the idea of marketing in schools. In the UK, marketing and latest deals. Female, 15 (USA) political issues (media companies and broadcasters). in schools is regarded as a controversial issue; parents However, there are some notable exceptions where The reasons given by Chinese consumers for disliking feel with few exceptions that schools should be a people do engage with brands on social networking a brand were linked to public relations disasters commercial-free area, and that brands could be sites: tech and trendy brands, brands that offer people triggered by alleged corruption or low quality, faulty exploiting children as a captive audience. In stark tangible rewards for becoming a follower, and brands and sometimes even harmful, products. contrast, school-based marketing is not seen to be with ‘superfans’ who truly ‘live’ the brand. problematic in China. Even some food brands, which were perceived as contributing to unhealthy eating For more information on brand fans, read our Value habits in the UK, were welcomed in Chinese schools of a Fan report, which is based on research from more and were seen to be legitimate sponsors of school than 3,500 fans and suggests 10 key factors to help premises, in-school sports events and competitions. drive engagement with fan pages. [www.wfanet.org/ valueofafan]
  • 5. Insights for Digital Marketers From the insights generated in phases 1 and 2 we were 1 2 able to develop some basic guidance to help digital marketers navigate consumer and parental sensitivities It’s not what you Don’t call me, within the digital environment. say but what you do I’ll call you A brand’s image is determined by more than just Advertisers must be invited to be part of each Many of these principles may appear intuitive to advertising. In this digital world, everyone knows what consumer’s digital world. In order to be acceptable, all seasoned marketers. But, importantly, consumers your brand is doing, not just what it’s saying. And contact from brands needs to have been specifically around the world clearly don’t see the evidence that increasingly, consumers don’t distinguish between the agreed. The consumer needs to feel in control of the marketers are applying these principles in practice. brand and the company behind it. conversation. There is also a significant degree of convergence between consumer views across different markets. Even 15-year-old children told us that their image of What I REALLY don’t like is advertising that pops up on a certain brand was tainted by their knowledge of the screen out of the blue. They are inconvenient and the company’s apparent use of child labour, unethical slow down browsing by users. Male, 16 (Brazil) sourcing and perceived ‘green-washing’. 3 What’s in it for me Any contact from a brand needs to offer some benefit I sign up for promotions all the time, as long as they to the customer - the communications need to be unique, look legit, don’t cost me anything and are of interest fun, engaging or offer something in return. to me. I recently signed up for a monthly cash prize Always offer more than the consumer expects from and was willing to give out personal information you. Whether for prizes, promotions, discounts or for that. Female, 16 (USA) anything else. The consumer likes to be surprised. Male, 17 (Brazil) Competitions and games were generally considered by younger audiences as acceptable means of offering They cannot put an advertisement for sanitary pads something engaging. Product placement in games was on a game like ‘Resident Evil’. Female, 16, (Brazil) viewed as something that makes the game even more realistic, as long as the brand fitted with the game itself.
  • 6. 4 6 7 What are you doing Don’t fake it What digital advertising? with their data? Be open, transparent and treat people with respect. There is a low awareness of online advertising. When Brands need to be open with consumers about storing I like some ads that pop up on Facebook as they are Many consumers will be turned off if they believe it’s pushed, people instinctively think of online advertising personal data. Although most people are open to linked to what I look at online, but this can be very not genuine. Celebrity endorsement that isn’t credible as pop-ups, banners and spam, and are therefore the idea of tracking if it makes the ads they see more annoying. I have recently been looking for places to can backfire. Cosmetics ads were mentioned for negatively predisposed to the concept of online relevant, they have concerns about how long brands stay in Liverpool and every time I log onto Facebook creating unrealistic expectations. marketing. And when asked to recall examples of online keep the data for. I have ads for hotels in Liverpool. It’s a bit too much. Ads with celebs in are totally misleading. I’m sure they ads, only a handful were remembered - Fruitella, I know that companies track my usage so they can Female, 16 (UK) don’t use those products personally. It’s all about the Coca-Cola, Budweiser, Nike and Kellogg’s. Our teenage provide me with ads that fit my interests. It’s ok because money. Male, 15 (UK) respondents claim to be “banner blind” and prefer I don’t want companies to collect info on my internet advertising they can simply ignore (such as in the then I’m not shown ads that I’m not interested in. usage. How do I know what they’re going to do with it? UK, US and Brazilian consumers were more cynical margins of Facebook). Male, 17 (USA) Just like I don’t want anyone to follow me around all of celebrity endorsement than their Chinese I hate pop-ups. They are annoying, interrupt what I day either. Male, 16 (UK) counterparts. am doing, put me in a bad mood and need me to close them. Male, 15 (China) 5 I have not seen any decent ads online and would not Consumers think there is a time send any friends any ads. They would think I was crazy; and place for commercial messages we are not into things like that. Female 15 (UK) Email contact is OK (if agreed), but SMS marketing Communicating via SMS is ok as long as the company is often rejected (in Brazil, UK and US but less so in don’t send too many. It would be nice to be told of the China). Younger respondents universally preferred latest deals or fashions, perhaps via picture, but only in 8 9 being contacted during school holidays rather than during school time. Don’t pester; brands need to be the school holidays. Female, 16 (China) Age colours consumer What’s unacceptable online willing to be ignored if it’s not convenient as it shows Given the reality of today’s commercial world, perceptions of online advertising is also unacceptable offline more respect. respondents in all markets found sponsorship of shows Teens instinctively feel that they have control over Parents apply the same principals online as they do I get really fed up when people text me with ads and and sports to be one of the most acceptable practices their exposure to advertising online, whereas parents offline when it comes to issues such as safety and things. I use my phone to keep in contact with friends as long as the association between brand and event/ find it harder to engage as many do not regard the permissibility. They use the same filters to decide what and my parents and I don’t want other stuff coming show didn’t feel contrived. online space as a communication channel. Although is acceptable and what is not. Marketers need to use through on it. What if it went off when I was in school? both groups struggle to specify what is acceptable a good dose of common sense and apply the same Female, 17 (UK) and what is not, they all condemn pop-ups, spam and advertising standards everywhere. anything that interferes with their online experience. Companies should apply the same ethics online as they do on TV. Female , 17 (UK)
  • 7. 10 12 There is a triangle of trust between Keep perspective: parent, teen and regulator Brands aren’t that important Parents generally feel that kids spend too much time My parents accept that I am mature enough to decide Brands help people identify themselves and feel online and understand that they can’t control what what I do and don’t watch and believe that I should comfortable. They are a means to an end, rarely an their kids look at. However, on the whole, parents decide whether something, whether it be an advert, is end in themselves. Marketers need to ask themselves: trust teens, and teens know they shouldn’t abuse that appropriate to watch. Female, 17 (UK) does my brand serve, enhance and empower - does it trust. This trust is buffered by the regulation, which help people live their lives better? parents find reassuring. However, parents feel younger The most important thing is studying. My parents plan children - some specified under the age of 12 - need to send me to study abroad, now this is my important more protecting and take greater control over what moment. Male, 17 (China) they see and experience. Music, my interests, family and school are all things important to my friends and I, it defines who we are ... what we are like and why - plus it gives us something to talk about. Female, 15 (UK) 11 13 Consumers understand It’s good to talk the advertising trade off People enjoy talking about brands and advertising and Consumers, and children in particular, understand I do play online games and if there were no ads on want the opportunity to be heard. Too often, they feel that online advertising allows them to get free these sites some games would not be free as most of marketers talk at them and not with them, so anything content and so they tolerate the ads as a means to an these sites are sponsored. I rarely notice the ads while thing that counters this is well received. end. Conversely, they don’t expect to see ads when actually playing games. I would not mind if the ads I think it is my duty as a teenager to get my opinion out watching paid-for content. While many children claim were actually in the game or product placement as I there and SHARE IT WITH THE WORLD! I want to be to be “banner blind” and able to filter out advertising, think they would blend into the game but I think they able to do this. Male, 16 (USA) parents are less capable of doing so. should only be relevant to the games being played. Male, 15 (USA)
  • 8. These findings are just the first stage of the WFA’s long- Project Reconnect was conducted term goal of facilitating an ongoing, open discussion between consumers and brands. by Alice Moss and Caroline Bright at Firefly Millward Brown for the We hope over time to be able to agree on a set of clear World Federation of Advertisers ground rules for marketers based on what consumers around the world think is acceptable. (WFA). We have started with digital marketing For more information, communications but the conversation is likely to broaden to a number of areas. please contact Will Gilroy at WFA at will@wfanet.org
  • 9. It is really nice to be asked to give an opinion, especially when you are asking for the opinion of teenagers. It will be interesting to see if the advertising companies take note. Female, 17 (USA) These are some of the teenagers who helped us with our research