The third annual Healthy & Sustainable Living survey found that people around the world are more concerned now than ever about climate change and how it will affect them in their daily lives. As a result people are making different choices and purchases in hopes of making small, but positive impacts. It’s the age of the conscious consumer and brands must adapt their marketing to this new reality.
Brands have an opportunity here to increase their favorability among customers. 92% of consumers are more likely to trust brands that support the environment and per a study from SmartestEnergy, 4 out of 5 people said they are more likely to choose a brand that is working towards or favors sustainability.
While companies are making CSR and sustainability pledges, they often neglect to include them in their advertising. As a result 45% of consumers are unaware of what brands are actually doing to help the environment. This is where consistent CSR advertising would make a huge difference to keep brands relevant to the new conscious consumer.
Consumers want to make a positive impact and they look to companies to help them do it. Yes, companies will always have products they need to push and goals they need to hit but to make an actual change brands need to consistently advertise and push how they are helping the environment as people look to them to lead the way.
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