Post by account_disabled on Feb 17, 2024 10:41:35 GMT 2
In a world where the climate crisis deepens every day, commucation plays a crucial role. A new study by orgzations Magna, Teads and Project Drawdown reveals that consumers are tung to brands for a clear, tangible and compelling vision backed by substantive action to guide them towards a more sustainable lifestyle, according to Sustainable Brands . According to MAGNA, the investment and intelligence arm of IPG Mediabrands, in collaboration with Project Drawdown and cloud-based omchannel advertising platform, Teads, the study will provide a better understanding of consumer perspectives on sustainability, especially in relation to the barriers that prevent more sustainable lifestyles . Sustainability and climate crisis The study, titled " Sustainability Speaks: Breaking the Barrier of Climate Commucation" , explores how the climate crisis and commucation crisis go hand in hand and how brands can contribute to overcoming these barriers if advertisers more effectively commucate their sustainability goals while supporting brand growth. MAGNA surveyed 9,112 people in the Uted States, the Uted Kingdom, and Australia, and conducted five focus groups in the Uted States. In addition to reflecting recent research from Sustainable Brands and Deloitte on the most common and ongoing barriers to consumer adoption of more sustainable habits and lifestyles (cost and lack of access), the study found that despite these barriers , people remain motivated to ensure a better future, with 99 percent of people saying they can be motivated to take sustainable action. The climate crisis as a commuation crisis Dr Jonathan Foley, Executive Director of Project Drawdown, said: “The climate crisis is, in part, a commucation crisis.
We already have the necessary solutions to reverse the situation, but we are still paralyzed by misinformation, fear and the lack of will to act. We need a clear and compelling vision to move forward: a vision of a better future, where we come together to stop climate change and build a better world for all. "That could change the world." The study also revealed the importance of brands being part of the conversation: 77 percent of respondents said they wanted brands to take a stance on sustainability. Additionally, 75 percent agreed, to some extent, that if brands took sigficant action on sustainability, it would have a tremendous impact on the environment; and 35 percent would be motivated to act if they see brands doing it too. Effective sustainability commucation The study highlights that a brand that offers concrete and relevant data in advertising, such as a statistic on how much water was saved in manufacturing, has a better rating than ambiguous messages. Additionally, the defition of sustainability itself, a broad term that can Middle East Mobile Number List vary by product category, makes a difference in helping consumers align with a company's actions. The study also ranked the channels that consumers prefer to receive messages about sustainability. Advertising, at 66 percent, was the optimal channel, followed by social media (62 percent), newsletters (57 percent), and influencers and other brand representatives (52 percent). However, advertising itself is also in the crosshairs, due to its until recently unchecked carbon footprint tiatives such as Ad Net Zero, a collaboration between many of the big agencies (including WPP, Dentsu, Havas and Meta) designed to guide the advertising industry towards net zero, have emerged to ensure that messengers' climate impacts no longer undermine their sustainability messages.
Authenticity, credibility and broader audiences Neala Brown, Seor Vice President of Strategy and Research at Teads, said: “Sustainability practices are good for business, with innovation, transparency and insights key to brands strengtheng their long-term customer relationships.” And he added that brands, in addition to curbing the physical impacts of advertising production, must focus on two aspects of their commucation, given that the climate crisis and the commu cation crisis go hand in hand: Authenticity and credibility: With heightened awareness and scrutiny of sustainability claims and greenwash sensitivity, brands must ensure that both their commu cations teams and the content creators they collaborate with are familiar with and confident in the validity of the claims. statements they defend. Broader Target Demographics: Brands automatically limit the potential impact of their messages when they make assumptions about which demographics are most willing to engage with sustainability issues; By considering these more carefully and developing and marketing sustainable options to all consumers, not just those thought to be most influenced by sustainability claims, brands can ensure broader influence and impact. Finally, the study carried out by MAGNA, Project Drawdown and Teads highlights the importance of effective commu cation in the fight against the climate crisis. The need for a clear vision backed by concrete actions is essential to guide consumers towards more sustainable lifestyles. Furthermore, it underscores the responsibility of brands to take an active role in this conversation and authenticate their sustainability claims.
We already have the necessary solutions to reverse the situation, but we are still paralyzed by misinformation, fear and the lack of will to act. We need a clear and compelling vision to move forward: a vision of a better future, where we come together to stop climate change and build a better world for all. "That could change the world." The study also revealed the importance of brands being part of the conversation: 77 percent of respondents said they wanted brands to take a stance on sustainability. Additionally, 75 percent agreed, to some extent, that if brands took sigficant action on sustainability, it would have a tremendous impact on the environment; and 35 percent would be motivated to act if they see brands doing it too. Effective sustainability commucation The study highlights that a brand that offers concrete and relevant data in advertising, such as a statistic on how much water was saved in manufacturing, has a better rating than ambiguous messages. Additionally, the defition of sustainability itself, a broad term that can Middle East Mobile Number List vary by product category, makes a difference in helping consumers align with a company's actions. The study also ranked the channels that consumers prefer to receive messages about sustainability. Advertising, at 66 percent, was the optimal channel, followed by social media (62 percent), newsletters (57 percent), and influencers and other brand representatives (52 percent). However, advertising itself is also in the crosshairs, due to its until recently unchecked carbon footprint tiatives such as Ad Net Zero, a collaboration between many of the big agencies (including WPP, Dentsu, Havas and Meta) designed to guide the advertising industry towards net zero, have emerged to ensure that messengers' climate impacts no longer undermine their sustainability messages.
Authenticity, credibility and broader audiences Neala Brown, Seor Vice President of Strategy and Research at Teads, said: “Sustainability practices are good for business, with innovation, transparency and insights key to brands strengtheng their long-term customer relationships.” And he added that brands, in addition to curbing the physical impacts of advertising production, must focus on two aspects of their commucation, given that the climate crisis and the commu cation crisis go hand in hand: Authenticity and credibility: With heightened awareness and scrutiny of sustainability claims and greenwash sensitivity, brands must ensure that both their commu cations teams and the content creators they collaborate with are familiar with and confident in the validity of the claims. statements they defend. Broader Target Demographics: Brands automatically limit the potential impact of their messages when they make assumptions about which demographics are most willing to engage with sustainability issues; By considering these more carefully and developing and marketing sustainable options to all consumers, not just those thought to be most influenced by sustainability claims, brands can ensure broader influence and impact. Finally, the study carried out by MAGNA, Project Drawdown and Teads highlights the importance of effective commu cation in the fight against the climate crisis. The need for a clear vision backed by concrete actions is essential to guide consumers towards more sustainable lifestyles. Furthermore, it underscores the responsibility of brands to take an active role in this conversation and authenticate their sustainability claims.