12/09/2021

Poll Finds 'Sustainable Media' And 'Decarbonized Ads' Are Becoming A Thing

Consumers want greener ad options

While only 14 percent of consumers say they have explicitly taken an action related to a brand due to the sustainability of the media they use and/or the carbon impact of their advertising, a new report from Dentsu International and Microsoft Advertising indicates "sustainable media" will increasingly become a major factor for consumers, brands, government and the ad industry at large.

The report, "The Rise Of Sustainable Media," is drawn from a study of more than 24,000 adults fielded in August by Opinion, and the findings show a rising concern among consumers about the role brands and media play in climate change and the sustainability of the planet.

One of the overall top-line findings is that 59 percent of consumers say they plan to begin boycotting brands that don't take action on climate change.

Please select this link to read the complete article from MediaPost.