Customer awareness around the environmental cost of ads is growing: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 07, 2021, 5:44 PM UTC

Dentsu and Microsoft Advertising recently surveyed consumers across 19 countries.

According to the report, more than three-quarters of consumers will spend money on firms that practise sustainable green advertising in five years. Hence, brands must prepare to address the rising consumer concerns about the impact of ads on the environment.

To make brands greener, consumers (42%) want firms to provide clear, comparative information on the impact of their products and advertising. Brands should “collect and communicate credible, verifiable data on the true environmental impact of their media buys and ads to their consumers”.

As more younger generations realise the harmful impacts of consuming ads, the number of consumers relating ads with carbon emission is likely to increase. There has already been some response to climate change from the UK ad industry, which set up the Ad Net Zero proposal last year.

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