Climate-conscious readers offer brands an opportunity to appeal to those eager to save the planet without taking a financial hit, writes Newsworks business analyst Jennifer Schooling for The Media Leader
With Earth now on its “final warning” according to the Intergovernmental Panel on Climate Change, climate consciousness is finally becoming more culturally mainstream. That does not, however, mean all consumers are taking similar actions to live more sustainably.
Schooling points to research by Trajectory Trends into ‘shades of green’, which measures the extent to which sustainability is a factor for shoppers on purchase decisions. Those who are lighter consider sustainability less, while darker shades (which sustainable products often target) factor it in much more.
However, most people, including Schooling herself and a large proportion of news brand readers, find themselves in between, particularly with the cost-of-living crisis weighing heavily on consumer spending. Whereas 96% of readers take action to be more sustainable every day and almost seven in 10 recycle, less than a quarter are reducing meat consumption.
But while many news brand readers are not ready to make wider lifestyle changes yet, 70% agree news brands are important to educate people on climate change, while 56% said they could be swayed by brands with sustainable alternatives.
Appealing to brands to consider how more incremental steps can help everyone take action on climate change, Schooling writes: “With almost half of the world’s population now living in regions highly vulnerable to climate change, it’s time for us to think about what we as both an advertising industry and individuals must do to make meaningful changes for our planet’s future.”
Read Jennifer Schooling’s full thought piece for The Media Leader here.