- 96% of news brand readers are increasingly adopting environmental choices
- Nearly two-thirds admitted cost-of-living crisis may force them to make cutbacks on sustainable products and services when shopping
- 6 in 10 feel more favourable to advertisers who have a sustainable ethos
An overwhelming majority of news brand readers are increasingly adopting environmental choices in their everyday lives, a new study has revealed.
96% of people in a survey conducted by Newsworks and national news brands said they take positive steps when it comes to the climate, but two thirds (62%) admitted that the cost-of-living crisis may force them to make cutbacks on sustainable products and services when shopping.
However, there is a real opportunity for brands – almost six in 10 readers said they feel more favourable towards advertisers that have a sustainable ethos. 56% also agreed that knowing a brand has a sustainable alternative could influence their purchase decision.
Of those surveyed 70% agreed news brands should be using their platforms to educate and raise awareness about climate change, while 79% feel they have a similar role to play with the cost-of-living crisis.
News brands have launched a whole series of editorial campaigns focused on improving the enivironment and helping readers to change behaviours. These include ‘Plug It In’ from the Evening Standard , ‘Green Britain’ by the Daily Express, The Times’ ‘Clean Air for All’ as well as the Daily Mail’s ongoing ‘Turn the Tide on Plastic’.
Jo Allan, Newsworks CEO, said: “This study shows just how engaged news brand readers are with the climate crisis – they really want to help make a real difference and make the right choices for the planet.
“News brands play an important role in helping to inform and advise their audiences and the results of our cross-industry study show how advertisers can become more actively involved in helping to drive real behaviour change.”
The study of over 2,300 readers – conducted as a collaboration across the news industry – revealed that news brands present a unique opportunity for brands, to promote green credentials, products and services:
- People look to news brands to find information on ways to help live sustainably.
- There is an expectation for news brands to be involved in the climate change conversation and the cost-of-living crisis, agreeing they have an important role in educating people on both topics.
- There is an appetite among the new brands audience for advertisers to provide more information about what they are doing to be more sustainable.