Research: Sustainability & Advertising

Consumer awareness of the climate crisis is reaching new peaks. The annual Ipsos Climate Change Report 2022 showed the majority of Australians are concerned about climate change (83%) and 70% consider that Australia is already being affected by climate change, primarily with more frequent and extreme natural disaster events which is a steady increase in concern and up from 56% in 2011.

However, misinformation surrounding climate change is ripe, and consumers are demanding more from advertisers and publishers.

IAS ran an online survey among Australian 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:

• 92% of AU consumers plan to do more to support environmental causes
• 90% of AU consumers believe that brands should play a role in advocating for environmental causes
• 70% of AU consumers are more likely to have a favourable view of brands that advocate for environmental causes

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