Consumers want to see action on sustainability from businesses…
- 91% of people agree companies can help people have a positive impact on the environment through their business operations and manufacturing processes
- 91% of people want brands to demonstrate they are making positive choices about the planet and environment more explicitly in everything they do.
…and specifically, marketing departments:
- 84% say they would be more likely to buy from a company that practices sustainable advertising
- 46% of respondents say they look for clear labelling of green credentials on a brand’s advertising to determine if the brand is environmentally friendly
- 84% say they would be more likely to buy from a company which practices sustainable media advertising
- 25% of people in the study say they would actively avoid or opt-out of adverts which aren’t produced or delivered sustainably
- 77% of people globally say in five years’ time, they only want to be spending money with brands who practice green and sustainable advertising.
Tailoring the message
How you choose to express sustainability messaging is important. According to research from NYU Stern Center for Sustainable Business and Edelman, a wide-range of consumers are attracted to simple, jargon-free sustainability messages. These messages must connect directly to them, their family, and the world around them. According to the report:
- Across all nine brands that took part, sustainability claims significantly expanded brand reach by bringing in new consumers
- Consumers care most about themselves and their family. Strongest performing claims related sustainability benefits to the impact on individual lives, families, and experiences
- Consumers were notably less interested in the scientific reasons behind a brand’s sustainability unless tied to a self-centered reason to care or related to the outcome of a specific action. For example, “reduced air pollution” had less impact than “reduced air pollution for cleaner air to breathe.”
- With the exception of 100% recycled packaging claims, sustainable packaging claims did not resonate with consumers unless there was an additional reason to care, such as “micro plastic-free packaging for human and ocean health.”
Defining sustainable media and advertising, and demonstrating its value for the planet and for businesses will be imperative for leading brands over the next few years. Even more so for those attuned to avoiding potential future carbon fines or taxes.
Source: The Rise of Sustainable Media
How you can help
- Use low or no-carbon providers for digital advertising
- Consider recycled or innovative materials for OOH displays, e.g. recycled paper for posters and carbon-eating paint for murals
- Measure the real carbon impact of digital media content throughout the lifecycle of a campaign
- Help people make informed choices by adding the clear labelling that consumers are demanding
- Demonstrate the personal benefits of sustainability – give people reasons to care.