New data from Integral Ad Service (IAS) has shown that adverts placed in pro-sustainability contexts boosts brand favourability by 90 per cent.
IAS surveyed 600 Aussie internet users for its Sustainability and Advertising Study to understand consumer attitudes towards environmental causes and sustainability.
IAS tested consumer reaction to ads alongside content that was neutral on environmental causes and compared that with reaction to ads alongside content that advocated for pro-sustainability causes. Ads with messaging that matched or was related to the content headline show higher favourability for positive/neutral sentiment content.
The agency found that a standard ad placed alongside a positively-laden headline advocating for environmental causes benefited from a 90 per cent boost in favourability than if the ad would have had alongside a neutral headline.
The findings paint a compelling case for advertisers to think about rolling sustainability into their campaigns and strategies. 92 per cent of Australian consumers plan to do more to support environmental causes and help mitigate climate change, with 67 per cent saying they try to avoid single-use plastics, with 53 per cent saying they plan to reduce energy and water consumption.
44 per cent of those surveyed said they plan to purchase from brands and companies that support environmental causes. In comparison, 41 per cent have begun to reconsider spending on physical items and plan to reduce the number of goods they purchase.
“Our study shows that sustainability needs to play an important role in a brand’s advertising strategy,” said Jessica Miles, country manager ANZ at IAS.
“Consumers not only expect businesses to play a leading role but are more likely to favour a brand that advocates for environmental causes. Given this heightened consumer awareness, contextual alignment is critical. Marketers can increase consumer favourability by aligning a positive advocacy message with positive content. Conversely, marketers must be mindful of misinformation or negative sentiment to ensure their reputation is not tarnished. Marketers now have the opportunity to make an impact by actively leveraging their position as storytellers with a strong and credible message and deliver ads in the most relevant environments.”
What’s more, sustainability and protecting the environment are at the top of Aussie consumers’ minds. 90 per cent of consumers recognise that brands and advertisers must actively advocate for environmental causes, sustainability, and ways to combat climate change. Meanwhile, 70 per cent of consumers have a more favourable view of brands that advocate for environmental causes.
