Source: Freepik.com
FOREIGN NEWS NEWS RESEARCH

THE ‘GREEN HALO’ OF SUSTAINABILITY ADVERTISING

29. 4. 202329. 4. 2023
Three in five people say sustainability messaging in advertising influences their brand choice, according to research from Sky Media.

A study of 52 campaigns, across seven categories, tapped into a UK-representative audience of over 5,300 Sky participants, using both survey and qualitative interview and focus groups, as well as implicit association measurement techniques.

Key findings



  • 71% of respondents were concerned about climate change, which ranks in the top three of the ‘UK’s most pressing issues’.

  • 49% say sustainability messaging has ‘a lot’ of influence (and for younger audiences this rises to as much as 59%).

  • Even ‘eco resistant’ audiences are still influenced by sustainability messaging.

  • Overall, the research indicated that sustainability ads evoked stronger emotions, leading to better ad engagement and persuasion.

  • Across the board, the research showed +15% higher positive brand perception and +5% greater engagement and persuasion scores for sustainability ads vs non-sustainability ads.

  • Sustainability-led campaigns came out as more effective across the board and increased areas like recall by as much as 12%.


Why it matters


Sustainability messaging can be hugely influential when included in advertising and can have an impact in all categories of advertising.

Four creative considerations


Credibility: Show me what you’ve done already or why I should believe you (by backing up claims with actions).
Clarity of message: What action is being taken? Any vagueness in promises tends to be heavily associated with greenwashing.
Correct tone: Having an impassioned voice of authority/influence is liked if coming from a credible source; telling people what to do with no expertise is counterproductive.
Creative execution: Talking about sustainability brings all aspects of execution under closer scrutiny; the execution is linked with reception factors such as location and use of talent, which can majorly undermine green credentials.

Source. warc.com
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