Page 4 - AeM_December_2021

RESEARCH, ANALYSIS & TRENDS

The rise of sustainable media

According to the global he study clearly emphasizes that climate change is the
research report The most identified concern by consumers, ahead of the
Rise of Sustainable COVID-19 pandemic (85%), the health of their friends
Media, released by and family (79%), or the cost of living (76%): almost
Dentsu International half (45%) of them say they would consider alternative
and Microsoft brands, companies or services which are greener or
Advertising, 59% of more environmentally friendly than their current choic-
consumers worldwide es. Moreover, 30% of respondents say they are willing
intend to start to pay more for brands which offer those greener alter-
boycotting brands who don't take action on natives.
climate change. There is also almost unanimous Still, many consumers don't know where to start and
support for companies to not only do the right feel overwhelmed by options and conflicting infor-
thing for the planet, but also to “show by mation: 84% said it is difficult to know whether brands
example”: e.g., 91% of people want brands to and companies are truly good, green citizens. To help
demonstrate they are making positive choices tackle this potential disinformation dilemma, 42% of
about the planet and environment more explicitly people now think companies should provide clear, com-
– in everything they do. In fact, the willingness parable information on the footprint of their products
and desire to actively embrace more sustainable and advertising to prove “being greener”.
lifestyles has crossed over to the mainstream
with 87% of those surveyed saying they want to "The customer actions and potential boycotts we un-
earthed in our research are squarely down to the con-
do more to combat climate change.
sumer's perception of a company and its behavior, not
necessarily the reality. We know many organizations
are already taking positive action on climate change.

4 December 2021: Customer Journey Analytics