PR93480

LONDON, Dec. 7, 2021 /PRNewswire=KYODO JBN/--

*  New global research examines worldwide attitudes and behaviours to

   sustainability and how this could redefine business' climate action and

   growth strategies

*  Within a year, 3 in 5 people will start to boycott brands who don't act on

   climate change

*  Almost half of consumers prepared to switch brands and services for greener

   alternatives

*  3 in 10 people are willing to pay more for greener alternatives of products

   and services

*  Dentsu International and Microsoft Advertising release The Rise of

   Sustainable Media research report as a call for more transparency and

   collaboration across all industries

New global research* released today shows, in the next 12 months; 59% of

consumers worldwide intend to start boycotting brands who don't take action on

climate change. There is also almost unanimous support for companies to not

only do the right thing for the planet, but also to 'show by example'. 91% of

people want brands to demonstrate they are making positive choices about the

planet and environment more explicitly - in everything they do.

The findings are part of a new global study by dentsu international and

Microsoft Advertising examining consumer awareness and engagement with issues

linked to sustainable consumption and media use. More than 24,000 people from

19 countries around the world participated in the research and, some of the key

results have been explored in a new summary report titled: "The Rise of

Sustainable Media".

The willingness and desire to actively embrace more sustainable lifestyles has

crossed over to the mainstream with 87% of those surveyed saying they want to

do more to combat climate change. In fact, climate change is the most commonly

identified concern by consumers, ahead of the COVID-19 pandemic (85%), the

health of their friends and family (79%), or the cost of living (76%).*

With climate change topping their concerns, almost half (45%) of people say

they would consider alternative brands, companies or services which are greener

or more environmentally friendly than their current choices. Moreover, 30% of

respondents say they are willing to pay more for brands which offer those

greener alternatives.

However, many consumers don't know where to start, and feel overwhelmed by

options and conflicting information: 84% said it is difficult to know whether

brands and companies are truly good green citizens. To help tackle this

potential disinformation dilemma, 42% of people now think companies should

provide clear, comparable information on the footprint of their products and

advertising in order to make them greener.

Peter Huijboom, Global CEO, Media & Global Clients, dentsu international,

comments; "The customer actions and potential boycotts we unearthed in our

research are squarely down to the consumer's perception of a company and its

behaviour, not necessarily the reality.  We know many organisations are already

taking positive action on climate change. As marketing experts it's our

responsibility to guide businesses and help educate and inform their customers,

in order make them think, feel and act differently.

As such, the marketing and advertising industry also has a critical role to

play and, we need to work collaboratively to do this authentically; by walking

the walk in how we deliver these messages through sustainable media."

To date, media delivery and consumption of advertising has yet to become fully

associated with carbon emissions in the public eye:

- Only around one in seven (15%) people think browsing the web contributes

  negatively to climate change

- Whilst just 17% perceive watching TV as contributing to carbon emissions, 14%

  say the same about gaming and 11% in regard to streaming music

One in seven (14%) of those who consider the delivery and consumption of

advertising having a negative environmental impact, claim to have already taken

action with regard to how they engage with those brands.  More than three

quarters (77%) of people globally say that, within five years, they only want

to be spending money with brands who are practicing green and sustainable

advertising.

Indeed, consumers put governments (51%), businesses/brands (43%) and the

advertising industry (41%) ahead of themselves (36%) for accountability on who

should be held most accountable for decarbonising the way they experience

advertising. Yet, this can't be achieved in isolation, everyone has a part to

play.

The study suggests governments, businesses and marketers are running out of

time to re-frame the conversation around this topic - as it is the younger

consumers and a generational divide driving this perception shift: 45% of

boomers believe consuming ads to be negative for the environment, compared with

71% of Gen Z and 73% of Millennials. This younger deep-awareness and concern

around the wider environmental issues, coupled with the increased public

attention on climate change through global events like the UN climate change

conference (COP26), suggest awareness will likely increase - and rapidly.

John Cosley, Senior Director of Brand, Microsoft Advertising, adds: "As

marketers we've seen how values can create business value, but with this

research we wanted to demonstrate more quantitatively why it's significant.

This joint research helps us understand and inform businesses across the globe

on the awareness and attitudes surrounding carbon in the media supply chain and

its corresponding effect on; the planet, customer behaviours and purchasing

intent.  With rapidly changing attitudes and increased pressure to help combat

the climate emergency, every marketer has the opportunity to help enable

industry wide change at pace."

The international advertising and media industry is already making strides in

decarbonising traditional media and continues to explore how to expedite this

reduction in the way digital media is produced, stored, transmitted, and

consumed.  For example, pivoting digital spend to low/no carbon providers and

shortening the journey from data centre to audience, creating OOH posters with

recycled paper, using 'carbon eating' paint for murals or incorporating

elements of search spend in platforms offering carbon off-setting.

The key to ensuring meaningful progress is however, bringing the entire media

ecosystem together to ensure accurate and transparent measurement and reporting

of the real carbon impact of media content throughout the lifecycle of a

campaign. Thereby providing businesses a clear carbon positive choice for media

advertising within their supply chain.

The Rise of Sustainable Media is a global study into consumer attitudes and

behaviours linked to sustainable consumption and advertising, and how this

could redefine business strategy for corporate growth. For more information and

to see additional results and analysis from the study, please download a free

copy of the report at: sustainablemedia.dentsu.com

NOTES TO EDITORS

* Dentsu International and Microsoft Advertising commissioned independent

research with Opinium for The Rise of Sustainable Media: survey of 24,068

adults across 19 countries, August 2021. All figures cited in this document are

excerpted from this research, if not specified otherwise.

Photo - https://mma.prnewswire.com/media/1702503/Dentsu_International.jpg

Source: Dentsu International