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Consumer awareness of the climate crisis is reaching new peaks. In 2021, we saw a renewed focus on global efforts to fight climate change with COP26 and a series of social movements in the UK. However, misinformation surrounding climate change is ripe, and consumers are demanding more from advertisers and publishers.
IAS ran an online survey among UK consumers to gauge their perception on the importance of environmental causes and brand responsibility. This research reveals how consumers’ thoughts on sustainable practices impact purchase behaviour and their expectations for brands that support these causes.
Top highlights:
* 93% of UK consumers plan to do more to support environmental causes
* 94% of UK consumers believe that brands should play a role in advocating for environmental causes
* 76% of UK consumers are more likely to have a favourable view of brands that advocate for environmental causes
* 64% of UK consumers have encountered online content that contains misinformation regarding climate change and sustainability
Download the research for the full report.
