Media, Marketing & Communications
Index
Notable News
Business Media, Marketing & Communication Action
Research & Tools
Public Attitudes on Policy (in Government & Legal)
Effective Engagement Tools & Guidance
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Notable News
Business Media, Marketing & Communication Action
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VISA — Announced its first partners for its Recommerce Behavioural Insights Lab, a new initiative running rapid real-world experiments to understand and share how businesses can help consumers actively engage in the transition to a more circular economy and take active steps to live more sustainably. The first two experiments will be run in partnership with fashion brand COS (to explore consumer participation in resale markets) and the United Repair Centre (to investigate barriers stopping consumers from repairing their garments), and will take place in various locations across Europe. The experiments will be open sourced, with key findings available through downloadable playbooks, to help other businesses develop their own circular models. (July 2023)
DCF Pledge for Collaborative Emissions Reduction Action — The Digital Connectivity Forum launched a pledge for collaborative action to reduce greenhouse gas emissions (GHG) from the telecommunications value chain. To make the greatest collective impact, participants agreed to focus on four types of Scope 3 emissions: purchased goods & services, capital goods, end-of-use of sold products, and downstream leased assets. The pledge was signed by twelve of the largest connectivity providers in the UK, including Sky of CEF Member Comcast NBCUniversal. DCF’s Climate & Sustainability Work Group will provide a platform for the facilitation of this collaboration. (July 2023)
Clean Mobil Power Initiative — CEF members Netflix and The Walt Disney Company, along with RMI and climate tech accelerator Third Derivative, have launched this initiative to identify and deliver cost-competitive, zero-emissions mobile power at scale for the entertainment industry, including developing alternatives to diesel generators. The initiative will bring together representatives from leading production studios with equipment suppliers and cleantech manufacturers. 5-10 “innovative startups” are invited to apply to participate in a clean mobile power accelerator program, with selection in early fall. (June 2023)
L’ORÉAL — Introduced its Product Impact Labeling System in Canada, which provides consumers the environmental and social impact of the company’s products, compared to other L’Oréal products in the same category. The system provides an “Environmental Score” ranging from A to E by considering 14 “planetary impact factors.” The system was launched in France in 2020 and in the US in 2022. (April 2023)
Advocacy organization Global Citizen and global brand development platform Authentic Brands Group (which generates approximately $25 billion in annual retail sales) announced a four-year partnership to empower brand audiences to join Global Citizen’s mission to end extreme poverty. The partnership will include the creation of an exclusive brand mark for consumer products, marketing activations, donation programs, and more. Beginning in late 2023, key brands within Authentic’s portfolio, such as Reebok and Nautica, plan to participate in co-branded programs that encourage consumers to join Global Citizen’s movement to “End Extreme Poverty NOW!” (Feb 2023)
DELOITTE
—
Announced it plans to include a sustainable delivery clause (“Clause Zero”) in client engagement letters and contracts this year to incorporate sustainability into every project.
The clause will encourage and support Deloitte and its clients to deliver projects in a more sustainable way, such as using online meetings and tools to replace travel. (Jan 2023)
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L’OREAL — Introduced its Product Impact Labeling system in the U.S., providing consumers with information on the relative environmental impact of their product compared to other L'Oréal products in the same category. The system ranks products from A to E by considering 14 planetary impact factors.
ALIBABA — Launched “88 Carbon Account,” a new carbon ledger that promotes greener lifestyles by rewarding consumers for making sustainable consumption choices. Consumers earn points for making greener purchases, such as energy-efficient appliances, using public transit, or selling unused goods on Alibaba’s secondhand digital marketplace. Points can then be redeemed for digital badges and discounts on Alibaba e-commerce platforms. This effort will help Alibaba reach its goal of reducing carbon emissions by 1.5 gigatons by 2035 across its digital ecosystem. (Aug 2022)
GENERAL MOTORS — Launched a new website, EV Live, through which anyone can schedule live, one-on-one tutorial/Q&A sessions with trained EV specialists to get information about the EV ownership experience. The automaker hopes the convenience and quality of the service will help potential EV owners overcome doubts or knowledge gaps about the technology and its potential effects on their lifestyle, home infrastructure, and finances. The service is also available to business owners interested in electrifying their fleets. (Aug 2021)
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Good Energy, a Hollywood consultancy, released “Good Energy - A Playbook for Screenwriting in the Age of Climate Change” to “increase the visibility of the climate crisis in scripted television and film.” Only 2.8% of 37,453 scripts between 2016 to 2020 mentioned climate change keywords, according to a Good Energy study. The Playbook wants to raise that number to 50% by 2025. (April 2022)
PINTEREST — Introduced a new policy stating that it will remove content and reject ads that contain false or misleading messages related to climate change. Decisions will be made based on whether the material contradicts or is designed to erode public trust in established scientific consensus on climate change, including its role in natural disasters. (April 2022)
List of Business Media, Marketing & Communications Action, 2021 (PDF)
Research & Tools
Corporate Trends
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On the rise: navigating the wave of greenwashing and social washing (RepRisk) — 25% of climate-related ESG risk incidents globally were tied to greenwashing, an increase from 20% found in RepRisk’s 2022 report. The Banks and Financial Services sectors saw a 70% increase in the number of climate-related greenwashing incidents in the past year, compared to the year prior. The report found that over the past year, 1,850 companies were linked to a risk incident involving “Misleading communication,” with 1,160 (63%) associated with the issue for the first time. This year’s report also included “social washing,” such as poor employment conditions or human rights abuses (which, as the largest two categories, made up 24% and 23% of total social washing incidents respectively). Social washing incidents increased 15% over the past year. 18% of companies linked to greenwashing in the period from September 2018 to September 2023 were also linked to social washing, while 55% of the greenwashing risk incidents over that time period had a social element. (Oct 2023)
J.D. Power 2023 Sustainability Index (J.D. Power) — In the U.S., while 82% of electric utility customers are served by a utility with a stated carbon-reduction target, only 19% of customers are aware of those targets, and just 26% believe U.S. utilities will ever achieve the goal of 100% clean energy. This assessment, based on customer awareness, engagement, and advocacy for their local utility’s climate initiatives, looked at 35 of the largest U.S. electric utility companies and cities, and surveyed over 70,000 utility customers. No utility scored higher than a 35 (out of 100), and the lowest score was 21, with an average of 28, unchanged from the 2022 index. Those customers believing a lot can be done to reduce climate change fell to 37.3% this year from 40.3% in 2020. (Aug 2023)
Sustainability Gap Index: Greenwashing vs. Greenhushing (Brand Finance) — This Sustainability Perceptions Index assesses the gap between perceptions of companies’ sustainability activities and their actual performance. This dataset includes the top 250 companies that have positive gaps, meaning they are performing better than they are communicating their sustainability activities. The report also includes one company, Tesla, that has a negative gap, meaning it is perceived better than it is performing, which threatens its brand. Companies that have a positive gap, the report argues, would benefit from better communicating their sustainability efforts, especially in certain sectors (like luxury automobiles, soft drinks, and supermarkets), where sustainability is particularly valued by consumers. (June 2023)
The US Corporate Response to Recent Supreme Court Decisions (The Conference Board) — Reveals survey results from 300 US public, private, and nonprofit corporations about their public and internal responses to hot-button social and political issues since January 2020. The survey was sent following two recent controversial Supreme Court decisions on a) gun regulation (New York State Rifle and Pistol Ass’n v. Bruen (“Bruen”)), which overturned NY state’s law restricting concealed carry); and b) women’s reproductive rights (Dobbs v. Jackson Women’s Health Organization (“Dobbs”)), which overturned the constitutionally protected right to abortion services). Among the survey’s findings (July 2022):
- The three issues on which the most companies have made public statements are racial equality (61%), LBGTQ+ rights (44%), and vaccinations/other COVID-related issues (40%).
- The three issues on which the fewest companies have made public statements are economic equality (15%), gun safety (12%), and immigration (6%).
- Only 10% of companies have made, or plan to make, a public statement about abortion in the wake of the Supreme Court's decision overturning Roe v. Wade. By contrast 51% of companies have either made or plan to address the issue internally.
- Most pressure to issue statements about the Supreme Court’s Breun and Dobbsdecisions came from individual staff (78%) or employee resource groups (55%). Only 12% of companies reported pressure from customers.
Will Corporations Deliver Value to All Stakeholders?
(Lucian Bebchuk, Roberto Tallarita) — Analyzes
how the 136 public US companies that signed the 2019 Business Roundtable
“Statement on the Purpose of a Corporation” are delivering value
based on the commitment. Their findings “support the view that the
BRT Statement was mostly for show and that BRT Companies joining it did not intend or expect it to bring about any material changes in how they treat stakeholders.” (Aug 2021)
MORE »
MORE 2 »
Bloomberg Green reported on preliminary findings of the “GreenWatch group,” which uses AI and machine learning to help the financial services sector identify and quantify greenwashing. Early findings from a comparison of 700 global companies’ sustainability claims show (Aug 2021):
- 95% of statements by telecommunications and media companies had a high likelihood of greenwashing
- Over 80% of industrial, consumer-discretionary, and materials sectors had a high likelihood of greenwashing
- Less than 50% of statements by energy companies had a likelihood of greenwashing
- 84% of statements by Japanese corporations had a high likelihood of greenwashing—the highest percentage globally
- Nearly 75% of statements by U.S. corporations had a high likelihood of greenwashing
40% of green claims made online by businesses may be misleading consumers and potentially breaking consumer laws, according to a coordinated global review of randomly selected websites by the International Consumer Protection Enforcement Network (ICPEN). Misleading tactics found include: (February 2021)
- Vague claims and unclear language, including “eco” or “sustainable” or reference to “natural products” without adequate explanation or evidence
- Own brand eco logos and labels not associated with an accredited organization
- Hiding or omitting certain information, such as a product’s pollution levels
Consumer Attitudes and Trends
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The $44 Billion Sustainability Opportunity for Brands (Glow, 3BL, TriplePundit, and Cint) — Reveals that consumers switching brands for sustainability reasons had a $44 billion impact across 12 U.S. industries in 2023, according to this first of its kind analysis of survey data of 3,000 U.S. consumers. While 87% of consumers see responsible business as important and more than 83% see sustainability as a key business concern, this report explores how these sentiments translate into purchase decisions. About a quarter of respondents said they stopped doing business with a brand in 2023 because of its social or environmental behavior — with that number being higher for grocery stores (33%), and pension funds and airlines (both 31%). Sustainability is now the single most important purchase driver for 15% of all consumers. And 58% say social and environmental considerations are more influential today than a year ago. (March 2024)
Consumers want clean energy: How do we close the gap between interest and action? (EY) — 65% of energy consumers know how to start making sustainable energy choices but 70% say they will not spend more time or money doing so, according to this survey of nearly 100,000 residential energy consumers across 21 markets. The report identifies five different types of energy consumers, including champions, enthusiasts, novices, bystanders, and allies. The novices and bystanders, who are most resistant to change, make up 38% of energy consumers. The report also explores how to increase access, affordability, and appeal of the “energy experience.” Only 33% of consumers are confident they can access clean energy solutions; 30% are confident that their energy will remain affordable; and 77% want their energy provider to offer low-cost energy options alongside high-end products and services. (Feb 2024)
72% of Americans think global warming is happening (with 58% understanding that it is mostly human-caused), and 56% worried about extreme weather risks affecting their community over the next 10 years, according to this survey of 1,033 American adults by Yale University and George Mason University researchers. About 10% of Americans report experiencing symptoms of anxiety or depression because of global warming. 65% say they rarely or never discuss global warming with family and friends, and 63% feel a personal sense of responsibility to help reduce global warming. (Jan 2024)
Two-thirds of consumers are aware of the financial benefits of circular practices, particularly repair and second-hand shopping, according to a new survey of 3,000 consumers by payments network Klarna. However, many consumers are not opting for circularity, with only 30% buying second-hand clothing in the previous year, and 71% opting not to repair their mobile phone when it last malfunctioned. (Jan 2024)
Tetra Pak Index 2023: The future of health and nutrition (Tetra Pak) — Surveyed 5,000 consumers in 10 countries on food preferences along health, cost-of-living, sustainability, and technology. Findings include (Jan 2024):
- 70% say health has become more important over the last few years.
- 51% believe that providing healthy food is the responsibility of manufacturers and brands.
- 60% say rising prices will limit access to healthy food, while 65% believe that sustainable eating is more expensive.
- 38% say food waste is a major concern and 63% say they are planning meals more carefully to limit food waste.
- 70% say that healthy products shouldn’t harm the environment.
- 54% believe that by changing their diet they can contribute to a better world.
- 50% say that if a food or drink is not healthy for the individual, it is not sustainable for the planet.
- 46% are worried that innovation in food is not good for them, while 62% believe that technology will play a role in ensuring a more sustainable future.
SEC Newgate ESG Monitor 2023 (SEC Newgate) — Analyzes emerging consumer sentiment towards ESG performance and corporate environmental responsibility policies, with a global report (surveying 12,080 people) and ten country specific reports. The global report finds:
- Respondents are increasingly engaged with ESG issues, with awareness growing from 46% in 2022 to 53% in 2023, and interest in ESG growing from 56% to 67%.
- 77% of respondents agreed it was important for corporates to take action on ESG issues.
- 69% agreed companies can be profitable while also performing well on ESG.
- 68% agreed that companies should communicate the results of their ESG efforts more clearly for investors and consumers, but just 35% indicated they were looking for information on companies’ ESG performance.
- Only 50% of employees believe their employer is genuinely trying to do the right thing when it comes to ESG.
- 43% of respondents believed that companies are generally behaving ethically and doing the right thing.
- 47% of respondents have heard of greenwashing and 63% think it’s a problem (once it is defined for them).
Ready to Prefill? Market Innovation to Unlock Growth in the Market (City to Sea and Re) — Provides insight into current consumer perceptions, barriers, and motivations in relation to prefilled returnable packaging. Key findings include (Aug 2023):
- 69% of consumers indicated they are likely or very likely to try products in returnable packaging if they are available where they shop, but lack of availability is preventing trial.
- Over half of respondents (53%) said they were more likely to buy from a brand that offered products in prefilled returnable packaging, rising to 84% among those that had previously bought products in returnable packaging.
- 60% indicated that value for money was the most important criteria influencing their product choice. But almost half are prepared to pay a deposit for a product they buy in returnable packaging.
- More than 75% of those interested in trying prefilled returnable packaging said reducing waste is quite or very important to them.
Higher-income individuals are able to make more sustainable choices though not necessarily in ways that matter most, according to the latest data from 20 countries from Deloitte’s Global Sustainability Survey. 59% of higher-income respondents say they always or often choose sustainable products compared with 44% of middle-income and 42% of lower-income respondents. However, compared to lower-income individuals, fewer middle or high-income individuals were willing to make changes to high-emitting behaviors, such as flying less (44% vs. 52%) or using green transportation (44% vs. 49%). 46% of higher-income respondents said they had considered switching jobs to work for a more sustainable company vs. 20% of middle-income and 13% of lower-income respondents. But 63% of higher-income respondents believed their employers are “doing enough to address climate change,” while 66% of middle-income and 77% of lower-income did not. Overall, fewer respondents of all income levels said they had changed personal behavior to address climate change (54%) than 18 months before (65%). (Aug 2023)
Sustainability, Communications, & Climate Confusion (FleishmanHillard) — 55% of UK consumers feel that sustainability is important, with 51% prepared to pay more for products with an environmental benefit, according to a survey of 2,000 adults. The majority also want products that: can be recycled (69%), are designed in a way to produce less waste (65%), and use less or no plastic packaging (63%). However, many are confused about other claims: only 45% were confident on what ‘made from responsibly managed forests’ meant; 41% were confident about “Certified Carbon Neutral”; 35% about “Carbon Negative Product”; and 28% about a climate footprint calculation. Consumers did indicate that they do take actions to understand, with 27% doing an online search, 25% talking to friends or family; 19% visiting a company website; and 18% visiting the product’s social media channels. (July 2023)
More than 60% of consumers are worried about CO2 emitted from aircraft and would pay more for greener air travel, according to a survey commissioned by engineering software company Ansys. 45% feel guilty about their air travel footprint and 39% plan to reduce their air travel footprint (half of these planning to do so through flying less). 32% thought the aviation industry was not doing enough to make flights carbon neutral and 32% reported being more likely to fly with airlines committed to reducing their air travel footprint. 46% said they would travel in aircraft powered by sustainable aviation fuel, 38% by hydrogen, 36% by electric. But 42% of consumers said they would fly on sustainable aircraft only if cost is not a factor. (July 2023)
74% of Americans support U.S. participation in international efforts to reduce the effects of climate change, according to a Pew Research Center survey of 10,329 U.S. adults. 67% prioritize alternative energy development over fossil fuels. 85% favor requiring oil and gas companies to seal methane leaks, and 61% favor power plants eliminating all carbon emissions by 2040. Only 40% favor phasing out production of gas-powered cars and trucks, 7% less than two years ago; and 46% favor new buildings running only on electricity (with no gas lines) while 51% oppose this. (July 2023)
69% of Americans support the U.S. taking steps to become carbon neutral by 2050, according to a new survey by the Pew Research Center. Other interesting findings (April 2023):
- 69% of Americans think the U.S. should prioritize renewable energy, while 30% think the U.S. should prioritize expanding oil, coal, and natural gas;
- 31% of Americans think the U.S. should completely phase out oil, coal, and natural gas;
- 66% of Americans think the federal government should subsidize wind and solar, while 43% think electric cars should be subsidized and 21% think coal mining should be;
- 67% think large businesses and corporations are doing too little to reduce climate change effects;
- 54% of Americans think climate change is a major threat, though there is a partisan divide with 78% Democrats vs. 23% of Republicans agreeing with this;
- Only 37% of Americans (59% Democrats and 13% Republicans) agree that addressing climate change should be a top priority;
- 75% of Americans support U.S. participation in international efforts to reduce climate change effects.
Consumers care about sustainability—and back it up with their wallets (McKinsey & Co and NielsenIQ) — Examines sales growth for products that claim to be environmentally and socially responsible. (February 2023)
The Shifting Politics of Doing Good in America (Global Strategy Group (GSG)) — This report examines the political landscape around recent attacks on companies engaging in ESG initiatives. Key takeaways include (Feb 2023):
- 88% of Americans approve of companies that have a positive impact on their communities, and 77% agree that corporations have a responsibility to bring about social change on society’s most important issues;
- While some voters believe that many companies are too “woke,” only 8% of Americans think investigating how companies spend money on ESG issues should be a priority for Congress, and 83% trust companies more than politicians when deciding whether they agree with a company’s stance on an issue;
- Recent anti-ESG rhetoric has not had much impact on Republicans’ purchasing behavior or how they think about the role of companies in society. Only 36% of Republicans have boycotted a company because of a stance they took on an issue (less than the 40% of overall voters).
2022 Consumer Insights Report (Fair Trade USA) — Investigates the spread of conscious consumerism into the U.S. mainstream, with more consumers seeking out Fair Trade Certified products and seeing this as a way to have a positive impact on communities and the environment. The report found that 65% of consumers recognize the Fair Trade Certified seal, 78% trust it, and 41% would be more likely to buy a product with it (up from 33% in 2017). Younger generations show stronger connection with the label, with 24% of Gen Z and 30% of Millennials actively looking for and understanding the importance of the seal, compared with 22% of Gen X, 4% of Baby Boomers, and 17% of Matures. (Feb 2023)
Pulse Check: It’s Time to Recalibrate—Surprising Truths About Corporate Advocacy (APCO) — This survey of the U.S. general public (sampling 2,005 adults) examines views on ESG and corporate advocacy and finds a significant “partisan divide.” Key takeaways (Nov 2022):
- 57% of Republicans believe that a company should focus on their core business mission and stay out of current event issues and debates, compared to only 18% of Democrats;
- 40% of Republicans believe CEOs should refrain from commenting on current events and issues, compared to 9% of Democrats;
- 78% of respondents approve of companies taking action internally in response to current events while 61% approve of taking action externally. Both Republicans and Democrats are more supportive of internal action (67% and 90% respectively) than external action (42% and 79%).
- 57% of the U.S. public are “not familiar at all” with the term ESG (regardless of party affiliation). Of those familiar, 89% of Democrats and 61% of Republicans have a favorable impression.
A new survey found that climate misinformation is prominent in six countries surveyed: Australia, Brazil, India, Germany, the U.S., and the UK. Key findings include (Nov 2022):
- Between 55% and 85% of the populations surveyed believe at least one of the climate change misinformation statements included in the questionnaire, with the highest share in India and the lowest in the UK;
- Between 6% and 23% of the populations surveyed do not believe in climate change or are uncertain about whether climate change is happening. A further 22 to 38% believe that humans are only partly responsible for the change in climate;
- One quarter or more people surveyed believe that their country cannot afford to reach the target of net zero emissions by 2050;
- News consumption is not an indicator of whether people are better informed on climate science.
Purpose Up / Doubling Down in Tough Times (Barkley and Jefferies) — This new report, surveying more than 7,000 consumers and 159 companies, found that sustainability and ESG are increasingly important to consumers. Report highlights include (Oct 2022):
- 96% of consumers said buying from purpose-led brands is as important as it was a year ago, despite rising inflation;
- 72% say working for a company that aligns with their values is important;
- 64% of consumers say buying from companies that take action on environmental and social issues is how they show support for an issue they care about;
- And 94% of business leaders believe climate change will have an impact on their brand, with 59% saying it already has or will in the next five years.
Consumers Are the Key to Taking Green Mainstream (Boston Consulting Group) — A new report finds that while 80% of consumers say they are concerned about sustainability, only 1-7% of consumers have paid a premium for sustainable purchases (depending on the category). Only 20% believed they could personally have an impact, while 70% felt wary of corporate sustainability claims and commitments. The findings are based on a survey of 19,000 consumers across the U.S., Japan, Germany, France, Italy, China, India, and Brazil, that examined 14 product and services categories. (Sept 2022)
A median of 75% of respondents viewed global climate change as a major threat, according to new Pew Research that surveyed 24,525 adults in 19 countries in North America, Europe, and the Asia-Pacific Region. This was the largest of five surveyed threats (including the spread of false information online, cyberattacks, the condition of the global economy, and the spread of infectious disease). In the U.S., only 54% of people responded that climate change is a major threat, putting it in fifth place on the list. (Sept 2022)
A new report by Populace explored the significant difference between what Americans say publicly and feel privately on a range of controversial topics, reflecting widespread “preference falsification” driven by a fear of offending others or “incurring retribution.” An important highlight: the report found that only 14% of Americans want CEOs to take public stances on controversial social issues, though twice as many (28%) say they support that publicly. There is no demographic where a majority, privately or publicly, wants this. (Aug 2022)
Three years after the Business Roundtable’s (BRT) statement redefining the purpose of a corporation, JUST Capital released two reports analyzing the performance of the 239 BRT members and how Americans view the performance of the nation’s largest companies. (Aug 2022)
Performance highlights of BRT signatories compared to non-BRT peers include:
- Produce 66% less direct and indirect GHG emissions per dollar of revenue.
- Use 2.4 times more renewable energy as a proportion of total energy use.
- Are 3.2 times more likely to disclose measurable diversity and inclusion targets, 2.9 times to disclose conducting a pay equity analysis, and 3.4 more likely to disclose providing a subsidy for child care services.
- Are twice as likely to have a paid parental leave policy.
- Are 1.7 times more likely to include ESG key performance indicators in executive compensation or remuneration metrics.
Highlights of Americans’ expectations and beliefs include:
- 93% agree it’s important for companies to promote an economy that serves all Americans, but only 48% agree they are.
- 37% feel companies are having a positive impact on the environment and 49% believe they’re having a positive impact on society overall.
A US survey conducted by Consumer Reports provides a snapshot of Americans’ perspectives and concerns regarding the transportation industry’s impact on the environment and their willingness to make environmentally friendly transportation choices such as battery electric vehicles (BEVs) and sustainable fuels. Key findings include (July 2022):
- Only 2% of Americans currently own a battery electric vehicle (BEV), though 3% have in the past.
- Current EV owners (51%) are more likely than past EV owners (36%) or those who have never owned an EV (26%) to say reducing their impact on the environment is one of the most important factors influencing their vehicle purchase/lease decisions.
- 36% indicated they would “definitely” or “seriously consider” buying or leasing an electric-only vehicle, while 28% would not consider it.
- The top three barriers to purchasing or leasing an electric-only vehicle are charging logistics (61%), charge range (55%), and costs (52%).
- Cost-related factors are also the most desirable attributes of an EV with about 3 in 10 Americans citing lower fueling costs, lower costs over a vehicle’s lifetime, including maintenance.
- 46% of Americans were unaware of EV incentives, with around half indicating they would be influenced by “tax rebates/discounts at the time of purchase or lease” (53%) and/or “discounts to install a home charger” (49%).
- 67% would likely use low carbon fuel in their personal vehicle if the cost per gallon was the same as the cost for traditional fuel.
- Only 11% of those surveyed had heard about the use of sustainable aviation fuel (SAF) in airplanes before taking the survey, though a third indicated they would be ‘very likely’ to choose a flight on a plane that uses low carbon fuel if other costs were the same.
New research from the Yale Program on Climate Change Communication and Data for Good at Meta describes climate change beliefs, attitudes, policy preferences, and behaviors among Facebook users in 110 countries, territories, and geographic groups. Selected findings include (July 2022):
- Most respondents in 46 of the areas surveyed say they know at least a moderate amount about climate change, and when presented a brief explanation of climate change, the vast majority of respondents indicated a belief that climate change is happening - even the lowest percentage expressing belief came in at 67% of respondents (Laos and Haiti).
- In 25 surveyed areas, respondents are more likely to think that businesses are most responsible for reducing the pollution that causes climate change, led by Germany and Mexico (both 43%), with 36% of respondents in the U.S. believing so. In 42 surveyed areas, respondents are more likely to think that the government is most responsible for reducing the pollution that causes climate change.
- In the U.S. 45% believe addressing climate change will have economic benefits, while 29% believe impacts may be negative.
- In the U.S. a majority (52%) support increasing renewables “much more” and an additional 22% “somewhat more.” A majority (58%) supported reducing fossil fuels.
Environmental technology company Greenprint released its second Business of Sustainability Index tracking consumer sentiment on sustainability within the United States. Key findings include (June 2022):
- 66% of Americans, including 80% of young Americans (ages 18-34), are willing to pay more for sustainable products versus less sustainable options, despite rising inflation.
- 78% don’t know how to identify environmentally friendly companies.
- 60% are more likely to buy stock in a company that is environmentally friendly versus one that is not.
- 38% believe corporations when they make claims of environmental friendliness, down from 47% from 2021.
- 41% say US corporations overall are doing a poor job reducing their carbon footprint.
More than half of car buyers say they want their next car to be an EV, according to research from Ernst & Young. The firm’s annual Mobility Consumer Index survey, which polled 13,000 people in 18 countries, indicated 52% of respondents looking to buy a car want an EV, an increase of 22 percentage points in two years. Buyers in Italy (73%), China (69%) and South Korea (63%) showed the most interest, while EV enthusiasm was lower in Australia (38%) and the U.S. (29%). Researchers call it a “tipping point in the global car-buying market.” (May 2022)
The 2022 edition of the annual Axios Harris Poll 100 indicates a slow or inconsistent response to political crises can damage consumer’s trust in a company. Findings of the annual survey, which appraises the reputations of the 100 most visible brands in the country, suggest that companies are increasingly having to balance the expectations of their employees, consumers, and politicians. When polled on whose views a company should prioritize, 31% of respondents said their customers, 28% said employees, and just 16% said shareholders. Brands with clear, partisan political affiliations mostly saw their reputation rankings decline. (May 2022)
Results from the Conference Board’s survey of U.S. consumers indicate that the sustainability features that “sway” American consumers are changing. Insights to inform corporate sustainability strategy and communications include (May 2022):
- Consumers care about how workers are treated. Creating awareness about policies and actions that benefit employees is a worthwhile investment.
- Target audiences may be better reached by using specific and descriptive labeling for sustainability initiatives rather than labeling all ESG efforts under the term “sustainability.”
- Focusing on younger, urban consumers who are already convinced about sustainability may be a better investment than efforts to “convert naysayers.” These consumers are also most receptive to climate initiatives.
- Revenues from sustainable products should not be the only measure of ROI; Intangibles such as employee engagement and investor appeal also matter.
- While interest in sustainability varies widely across consumers with differences in political attitudes, residential settings, or age, there is less difference when consumers are segmented by gender or income.
Travelers are increasingly looking for more sustainable ways to explore the world, according to an Expedia survey of 11,000 people from 11 countries. Among the findings: 90% of consumers look for sustainable options when traveling, two-thirds want more information about sustainability from lodging and transport services, and consumers are willing to spend an average of 38% more to make traveling more sustainable. (April 2022)
Survey data indicates that Americans’ collective trust of tech companies continues to decline, according to the 2022 edition of Edelman’s annual Trust Barometer. Only 54% of Americans surveyed said they trust technology companies, down 19% from 2019 and compared to a global average of 74%. Responses also broke along political lines, with almost 67% of democrats expressing trust compared with only 49% of republicans. (April 2022)
Out of all the ESG reports and stories distributed by 3BL Media in 2021, “environmental topics generated the most volume and audience interest,” with a 68% rise in audience engagement over 2020. The second most popular category, philanthropy and cause initiatives, declined 29% in engagement from 2020 when companies focused heavily on COVID-related activities. In third place was content related to corporate diversity, equity, and inclusion, which saw a 35% rise in engagement. (March 2022)
69% of Americans are in favor of the U.S. prioritizing the development of renewable energy sources and taking action to become carbon-neutral by 2050, according to a new Pew Research Center poll of about 10,200 US adults. 67% say the U.S. should use a mix of fossil fuels and renewables, and 31% believe the U.S. should phase out fossil fuels completely. (March 2022)
A majority of consumers believe companies should bear more of the costs associated with combating climate change than governments, taxpayers, consumers, and other countries, according to a new POLITICO Morning Consult Global Sustainability Poll of 1,000 consumers in 13 countries. Large majorities in every country think fossil fuel companies should be held accountable for their climate impact. (Feb 2022)
87% of the American public supports the federal government requiring corporate disclosure on environmental impact data and human capital, according to a new JUST Capital, Ceres, SSRS, and Public Citizen survey. (Feb 2022)
The Young Consumer and a Path to Sustainability (Credit Suisse Research Institute) — Analyzes drivers of Gen Z and millennial consumer spending across a range of goods and services, based on surveys of 10,000 consumers ages 16-40 across 10 countries. It concludes that emerging economies (especially Mexico, India, and China) have a larger share of young consumers who are environmentally conscious, are willing to pay more for sustainable products and switch to such products, and accept that tighter regulations might be necessary. The opposite appears true for consumers in the U.S., France, and Germany. Key findings (Feb 2022):
- 63% don’t believe corporate climate claims.
- About 60% of those in India, Brazil, South Africa, Mexico, and the U.S. think corporate management’s compensation should be tied to the sustainability of their company’s products.
- Almost 80% intend to only buy sustainable products or buy as many as possible, and over 15% of those in China and India already only buy sustainable products.
- 63% expect to own an electric or hybrid electric car.
- 41% believe the fashion industry is unsustainable, yet only 20-40% intend to purchase less fast fashion, including more than half of those in China.
- 65-90% have a “high level of anxiety” related to sustainability issues.
Healthy & Sustainable Living: 2021 Highlights Report (GlobeScan) — Surveys over 30,000 consumers across 31 markets about their sustainability-related attitudes and behaviors, and identifies barriers to adopting a more sustainable lifestyle. While environmental concerns are at an all-time high, a large gap exists between aspiration and action for sustainable living. CEF members PepsiCo and Visa were among GlobeScan’s corporate partners. Key findings (Jan 2022):
- 63% say that climate change is “very serious”—the largest proportion recorded since GlobeScan began tracking in 1998
- Only 22% have made major changes to be more sustainable in the last year, and 70% say they’re already “doing everything they can” to protect the environment
- 46% cite affordability as a barrier, and 28% say they’re not sure how to live more sustainably
2022 Edelman Trust Barometer (Edelman) — Reports that business is the most trusted institution and even more is expected of business due to governments’ “failure to lead” during the pandemic. Edelman CEO Richard Edelman says, “Societal leadership is now a core function of business.” Key findings:
- Nearly half of survey respondents see government (48%) and media (46%) as “divisive forces in society.”
- Respondents think business should do more to address climate change (52%), economic inequality (49%), and workforce reskilling (46%).
- The majority of stakeholders buy from or advocate for brands (58%), choose a place to work (60%), or invest (64%) based on their values and beliefs.
- “Distrust has become the default,” with 59% of respondents saying they tend to distrust until they see evidence that something is trustworthy.
MORE » (Jan 2022)
Out of 29,000 people surveyed across five countries, 83% want to be more sustainable but only 30% are “ready to act now,” according to Garnier’s annual “One Green Step” report. In 2021, 67% committed to reducing their plastic consumption, and 61% recycled more. (Jan 2022)
2022 Global Automotive Consumer Study (Deloitte) — Identifies consumer opinions toward issues impacting the automotive sector, including technology development, EVs, purchase experience, and transportation modes. Key trends among 26,000 consumer responses across 25 countries (Jan 2022):
- Consumers still have a limited willingness to pay for advanced technologies
- Most consumers, including 69% of US consumers, still prefer an ICE powertrain for their next vehicle
- Interest in EVs is driven by lower running costs and a better driving experience
- Driving range and lack of available charging infrastructure are barriers to adoption
- Many still prefer in-person purchase experiences
- Personal vehicles are still preferred over shared mobility
Out of over 19,000 people across 10 countries, consumers value innovations that have a lower carbon footprint (35%) and use less energy (40%),
according to a new Whirlpool Corporation study. Consumers are “prepared to change their behavior to reduce their environmental impact,” with 63% saying they are reducing weekly laundry loads and 67% saying they’re reducing or reusing single-use plastics. (Jan 2022)
MORE »
List of Consumer Attitudes & Trends, 2021-2018 (PDF)
Consumer Demand
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“2020 Sustainable Market Share Index” (NYU Stern Center for Sustainable Business, July 2020) finds that sustainability-marketed products delivered 54.7% of market growth in consumer packaged goods (CPG) from 2015-2019, while representing 16.1% of the CPG market in dollar sales in 2019—up from 13.7% in 2015. Additional key findings included the following:
- Sustainability-marketed products grew 7.1x faster than products not marketed as sustainable.
- Sustainability-marketed branded products had a significant price premium of 39.5%vs. conventionally-marketed counterparts in 2019—up from 34.2% in 2014.
- The top 5 states in terms of per capita basis spending of sustainability-marketed products are New Hampshire, Maine, Massachusetts, Vermont, and Connecticut; the bottom five are Mississippi, Utah, Texas, Alabama, and Kentucky.
“Sustainable Share Index” (NYU Stern's Center for Sustainable Business, 2019) finds thatsustainability-marketed products delivered 50.1% of market growth in consumer packaged goods (CPG) from 2013-2018, while representing 16.6% of the CPG market in dollar sales in 2018—up from 14.3% in 2013. Additional key findings included the following:
- Across all categories, sustainability-marketed products delivered $113.9B in sales in 2018—a 29% increase from 2013 levels.
- Products marketed as sustainable grew 5.6x faster than conventionally-marketed products, and 3.3x faster than the CPG market.
- Sustainable products have more than 20% category share in many food categories, including cheese, salty snacks, and coffee.
Effective Engagement Tools & Guidance
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Google’s Sustainability Marketing Playbook (Google) — In partnership with Drawdown Labs, Google launched an open-source sustainability marketing playbook designed to help marketers use their trade to shape culture, change consumer behavior, and invest marketing budgets sustainably. The playbook provides guidance on 1) How to design marketing that supports change and gives preference to eco-conscious behaviors, providing many examples; 2) How to design sustainable events and experiences, such as minimizing flights, reducing food waste, and minimizing swag; and 3) How to support sustainable creative production, such as minimizing shoots, materials, and food waste. The playbook also includes additional resources and a checklist. (Nov 2023)
Sustainability Sector Index 2023 (Kantar) — Offers five key insights to set brands’ sustainability strategy and activation plans, drawing on 32,000 interviews across 42 sectors in 33 countries. These include: (Oct 2023)
- Plan according to the perceived efforts of your sector, i.e. whether your sector is seen as a leader or laggard. (The report includes a sector ranking.)
- Find your most effective levers of change, tapping your perceived strengths and activating in an area where your sector doesn’t stand out.
- Understand your perception in different countries and engage accordingly.
- Proactively address the issue of greenwashing and social washing.
- Embrace shifting behaviors in your sector, and utilize these to help consumers try, adopt, and champion your sustainable offerings.
Effective Sustainability Communications (NYU Stern Center for Sustainable Business and Edelman) — Finds that while core category claims (e.g. “tastes great”) in brand communications are paramount, sustainability claims can expand brand reach, by 24-33% above category claims alone. The research was carried out in partnership with 9 "iconic" consumer brands. Sustainability claims were the top most appealing claim for two brands, and among the top for the remaining seven. Sustainability claims tied to relevant category claims were most appealing (e.g. “100% sustainably farmed for great taste”). The strongest sustainability claims performed well across a variety of demographics, including gender, political affiliation, household income, education, and urbanicity. The highest performing sustainability claims indicate consumers are ego-centric, responding to messages relevant to their health and world (family, children, local farmers and sourcing), while claims based on scientific causes, certifications, traceability, and packaging resonated less well. The research finds that tying sustainability to the brand’s “reason for being” is effective and jargon should be avoided. (July 2023)
Climate Visuals (Climate Outreach) — The world's only evidence-based and impact focused climate photography resource.
Eight Principles for Effective and Inviting Climate Communication (Rare, with contributions from Behavioral Insights Team and Potential Energy Coalition) — Provides behavioral science-based guidance for talking or writing about climate action in ways that will resonate with a wide audience. (July 2022)
- Make it about people. Connect climate-related issues to tangible effects on people’s lives.
- Use accessible, conversational language and creative framing.
- Focus on solutions to leave people feeling empowered.
- Meet people where they are in terms of making action requests feel achievable and impactful.
- Make it collective, emphasizing that solving the climate crisis is an all-hands-on deck challenge, that everyone has a meaningful role to play.
- Reinforce the idea that climate action is normal and popular. Most people feel more comfortable joining established, socially accepted movements.
- Feature movement leaders that are highly relatable to the audience—“normal” people enthused about the work. Using celebrities, academics, and other luminaries can create the impression of a high bar for making a difference.
- Focus on commonly shared understandings and implications of climate issues rather than potentially divisive elements. Take a “big tent” approach.
“Words That Work: Effective Language In Sustainability” (Radley Yeldar) identifies what doesn’t work in communicating on sustainability and offers practical principles for improving sustainability writing. The report was informed through interviews with sustainability professionals (from brands that include Unilever, Daimler, and Innocent) and academics in the field and in-depth quantitative analysis of Forbes 50 Most Valuable Brands’ sustainability communications. (March 2021)