Volta Inc’s second annual Climate Conscious Consumer study highlights the need for brands to redesign marketing campaigns for these audiences.
The study found that the percentage of environmentally conscious consumers in the US has grown by 15% since 2021 – bringing it into 55% in 2022. Therefore, advertisers need to consider changing preferences if they hope to keep sales up.
Nearly two-thirds of climate-conscious customers prefer ads that address their needs. Pricing and value deals are also important, as over half (60%) of these consumers are looking for such options. Further, these consumers are highly tech-savvy, with 70% of them being TV streaming subscribers, and over 30% use QR codes.
This attitudinal change has extended past coastal cities and emerged across the country. States like Texas, Kentucky, and Michigan are seeing a year-on-year increase of such climate-conscious consumer mindsets.
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