Sustainability-led campaigns were found to be more effective across the board and increased areas such as recall by as much as 12%.
We recently conducted research for Sky Media, as part of the 2023 Sky Zero Footprint Fund, which revealed sustainability messaging in advertising has a significant influence on consumers’ brand choices.
The study examined 52 campaigns across seven categories, surveying over 5,300 Sky participants in the UK through a combination of qualitative interviews, focus groups, and surveys.
The research found that 71% of respondents were concerned about climate change, placing it among the top three most pressing issues in the UK.
We also found that 3 in 5 Sky customers believed that sustainability messaging in advertising influenced their brand choices, with almost half (49%) claiming that it has a significant impact. Even “eco-resistant” audiences were found to be affected by sustainability messaging, with sustainability ads outperforming non-sustainability ads for engagement and persuasion.
Digging a little further, we identified four key factors that drive positive receptions of sustainability ads: credibility, clarity of message, correct tone, and creative execution.
Sustainability messaging was found to be influential in all advertising categories, with results illustrating that the finance and energy sectors need to work harder to overcome pre-existing notions.
Overall, the research shows a 15% higher positive brand perception for sustainability ads compared to non-sustainability ads, with 5% greater engagement and persuasion scores. Sustainability-led campaigns were found to be more effective across the board and increased areas such as recall by as much as 12%.
For a more granular breakdown of the four key drivers of positive reception of sustainability ads, as well as more findings from the research, read the full article here.
A selection of slides from the research, as well as a recording of the presentation of the findings is also available to watch online here.
The 2023 Sky Zero Footprint Fund is now open for entries.