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RESEARCH, ANALYSIS & TRENDS

As marketing experts it's our responsibility to guide 45% of boomers believe consuming ads to be negative
businesses and help educate and inform their custom- for the environment, compared with 71% of Gen Z and
ers, in order to make them think, feel, and act different- 73% of Millennials. The young generation’s deep-
ly,” Peter Huijboom, Global CEO, Media & Global Cli- awareness and concern around the wider environmen-
ents, Dentsu International, explained. “As such, the tal issues, coupled with the increased public attention
marketing and advertising industry has a critical role to on climate change through global events like the UN
play as well and we need to work collaboratively to do climate change conference (COP26), suggest aware-
this authentically; by walking the walk in how we deliver ness will likely rapidly increase.
these messages through sustainable media," he con-
cluded. "As marketers we've seen how values can create busi-
ness value, but with this research we wanted to demon-
To date, media delivery and consumption of advertising strate more quantitatively why it's significant. This joint
has yet to become fully associated with carbon emis- research helps us understand and inform businesses
sions in the public eye: across the globe on the awareness and attitudes sur-
rounding carbon in the media supply chain and its cor-
• Only around one in seven (15%) people think responding effect on the planet, customer behaviors
browsing the web contributes negatively to climate and purchasing intent. With rapidly changing attitudes
change. and increased pressure to help combat the climate
emergency, every marketer can help enable industry
• While just 17% perceive watching TV as contrib- wide change at pace," John Cosley, Senior Director of
uting to carbon emissions, 14% say the same Brand, Microsoft Advertising, said.
about gaming and 11% about streaming music.
The international advertising and media industry is al-
One in seven (14%) of those who consider the delivery ready making strides in decarbonizing traditional media
and consumption of advertising having a negative envi- and continues to explore how to expedite this reduction
ronmental impact, claim to have already acted regard- in the way digital media is produced, stored, transmit-
ing how they engage with those brands. More than ted, and consumed. For example, pivoting digital spend
three quarters (77%) of people globally say that, within to low/no carbon providers and shortening the journey
five years, they only want to be spending money with from data center to audience, creating OOH posters
brands who are practicing green and sustainable adver- with recycled paper, using “carbon eating” paint for mu-
tising. rals or incorporating elements of search spend in plat-
forms offering carbon off-setting.
Indeed, consumers put governments (51%), business-
es/brands (43%) and the advertising industry (41%) The key to ensuring meaningful progress is, however,
ahead of themselves (36%) for accountability on who bringing the entire media ecosystem together to ensure
should be held most accountable for decarbonizing the accurate and transparent measurement and reporting
way they experience advertising. Yet, this can't be of the real carbon impact of media content throughout
achieved in isolation, everyone has a part to play. the lifecycle of a campaign. Thereby providing busi-
nesses a clear carbon positive choice for media adver-
The study suggests governments, businesses and mar- tising within their supply chain. (Source: Dentsu Inter-
keters are running out of time to re-frame the conversa- national) ◊
tion around this topic – as it is the younger consumers
and a generational divide driving this perception shift: By MediaBUZZ

December 2021: Customer Journey Analytics 5