Home > News > Content & Channels > Sky research reveals the ‘green halo’ of sustainability advertising: 3 in 5 say sustainability messaging in advertising influences their brand choice
New research commissioned by Sky Media, as part of the 2023 Sky Zero Footprint Fund, reveals the impact and effectiveness of sustainability campaigns.
The study of 52 campaigns, across seven categories, tapped into a UK-representative audience of over 5,300 Sky participants – using both survey and qualitative interview and focus groups. The research, conducted in conjunction with Savanta, also included use of impulse and speed response triggers to help gauge strength and speed of agreement to highlight implicit associations. By comparing sustainability and non-sustainability campaigns across a range of brand categories, the research was able to reveal:
Sustainability influences brand choice
71% of respondents are concerned about climate change
Climate change ranks in the top three of the ‘UK’s most pressing issues’
Three in five Sky Customers say sustainability messaging in advertising influences their brand choice
49% say sustainability messaging has ‘a lot’ of influence (and for younger audiences this rises to as much as 59%)
Even ‘eco resistant’ audiences are still influenced by sustainability messaging
Overall, sustainability ads in the research evoked stronger emotions, which lead to better ad engagement and persuasion
Moreover, when testing the best of both sustainability ads and non-sustainability ads, the sustainability ads still outperformed the best non-sustainability ads for engagement & persuasion
Creative Considerations
Four key factors were identified as drivers of positive reception of sustainability ads, including:
Credibility – Show me what you’ve done already or why I should believe you (by backing up claims with actions.
Clarity of message – What action is being taken? Any vagueness in promises tend to be heavily associated with greenwashing.
Correct tone – Having an impassioned voice of authority/influence is liked if coming from a credible source; telling people what to do with no expertise is counterproductive.
Creative Execution – Talking about sustainability does bring all aspects of execution under closer scrutiny; the execution is linked with reception factors such as location and use of talent, which can majorly undermine green credentials.
Category Consideration
Sustainability messaging can be hugely influential when included in advertising and have an impact in all categories of advertising
Sustainability ads elicit stronger positive opinions of brands in all sectors, but categories such as finance and energy have to work considerably harder to overcome pre-existing notions
Effectiveness
Across the board, the research showed +15% higher positive brand perception for sustainability ads vs non-sustainability ads.
5% greater engagement and persuasion scores vs non-sustainability ads.
Through our library of effectiveness studies comparing 600 campaigns with a mix of sustainability vs non-sustainability campaigns across seven key categories – sustainability led campaigns come out as more effective across the board and increase areas like recall by as much as 12%.
The full research will be available to watch online herefrom 12pm GMT on the 27th April 2023 as part of the Sky Media Breakfast Club.
The 2023 Sky Zero Footprint Fund is now open for entries. Visit skymedia.co.uk/skyzerofootprintfund or sign uphereto register your interest in learning more about how to submit your entry, before the deadline on 26th of May 2023.
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