1、Understanding how social issues and sustainability messaging impacts consumer behaviorFrom awarenessto actionForewordDiscover our dataKey insightsFrom exhaustion to empowermentDo brands contribute to climate fatigue?How does permacrisis impact environmental apathy?Shifting responsibilityDo perspecti

2、ves on climate responsibility differ across generations?Whatre consumers expectations regarding brand apologies?The crucial role of trustHas consumer trust in brands declined?How does brand transparency influence consumer purchasing decisions?Sustainability in advertisingWhatre the consequences of g

3、reenwashing in advertising and its impact on consumer trust?The green standardHow should brands communicate their sustainability efforts?How does brand trust impact consumer advocacy?More from GWIAppendixNotes on methodologyGet in touch0507095373943In thisreportMethodology&definitions All

4、 figures in this report are drawn from GWIs online research among internet users aged 16-64 or 16+.Our figures are representative of the online pop-ulations of each market,not its total population.Note that in many markets in Latin America,the Middle East and Africa,and the Asia-Pacific region,low i

5、nternet penetration rates can mean that online populations are more young,urban,affluent,and educated than the total population.Each year,GWI interviews over 970,000 internet users aged 16-64 in 52 coun-tries via an online questionnaire for our Core data set.A proportion of respond-ents complete a s

6、horter version of this survey via mobile;hence the sample sizes presented in the charts may differ as some will include all respondents,and others will include only respondents who completed GWIs Core survey via PC/laptop/tablet.When reading this report,please note that we use a mixture of data from

7、 our ongoing global quarterly research,GWI Core Plus,GWI Zeitgeist,GWI USA,GWI USA Plus,GWI Insights Recontact,and GWI Work.GWI Core Plus is a free add-on to Core that provides further detail on brand engagement and behaviors in 8 markets.GWI USA is a quarterly online study among internet users aged

8、 16+in the US,representing Americans across all 50 states.GWI Work is our B2B data set that gives us a detailed view into the lives of business professionals across 18 markets.And GWI Zeitgeist is a monthly recontact study of Core that we carry out in 12 markets.Click the dots to navigate 4MARTIN BR

9、YAN Global Head of Sustainability,MediabrandsFOREWORDWhen I share the capabilities of our sus-tainability practice with both internal and external stakeholders,one of the first questions I often receive is,do more sus-tainable media formats adversely impact brand performance?The second ques-tion is

10、often related to risks associated with communicating brand sustainability efforts how will consumers react?At IPG Mediabrands,weve set out to answer these two very important ques-tions,and weve done so with our valued partners,GWI and Givsly,to help guide marketers as they navigate the landscape.Wit

11、h these questions in mind,our hypoth-esis going into this study was:a)More sustainable business is more prof-itable-in the short and long term andb)The majority of people care about and are paying close attention to the climate actions that brands take.We are clear-eyed about the need to ensure that

12、 sustainability practices are cost-effective for brands.And,our foundational belief is that brands can be both purpose-ful and profitable through our laser-focused approach to delivering media that is good for the brand,and the planet.That said,our next question becomes how does advertising fit with

13、in that space?What can we do with our media partners to help brands respond to and meet consumer expectations?Were thrilled to have the opportunity to present this research,alongside GWI and Givsly.We are excited to share actionable steps that brands can implement to help align their business models

14、 with consum-ers hopes-and in fact-expectations that brands take their role in the climate crisis seriously.6Each chart from our ongoing global research in this report contains a hyperlink that will bring you straight to the rele-vant question on our Platform,where you can investigate all data by de

15、mographics,over time,and among your own audiences.Discover the data on our platformInformation about the source and base SourceEach of the graphs is numbered More information can be found in the Appendixsection at the end of this reportJust click this iconto explore the dataon the platformBase1 8Key

16、insightsCrisis fatigue is an ongoing issue,but all is not lostClimate change pessimism is on the rise,the desire for positive environmental change is decreasing,and a lack of trust in brands adds to consumer skepticism.But theres an opportunity to change public perception while consumers tackle perm

17、acrisis.Accountability,trans-parency,and providing relief through genuine environmental initiatives can rebuild consumer trust.Consumer responsibility isnt one-size-fits-allSustainability looks different depending on who you ask.Gen Z and millennials are often seen as leaders in climate activism,wit

18、h a higher perception of being sustainably conscious.They pri-oritize collective action,and use social media to raise awareness or organize movements.Gen X and baby boom-ers emphasize personal responsibility.They make individual sustainable choices that impact their purchase behavior and daily habit

19、s.Brandsneed to stayahead witha crisis planConsumers are willing to boycott brands that conflict with their values,but they also appreciate brands that publicly apol-ogize and demonstrate a commitment to change.Brands should proactively implement crisis plans and respond effectively to address under

20、lying issues,increase customer loyalty,and establish new industry standards.Trust and transparency leads to consumer advocacyConsumers are seeking transparency on company processes as a way to gauge a companys trustworthiness.Proactively providing this information would encour-age 57%of US consumers

21、 to buy from a brand.Transparency is seen as a way to raise accountability,and in doing so,it builds consumers trust in brands.1001From exhaustion to empowermentThe constant stream of news coverage around environmental battles is caus-ing consumers to lose some steam.As financial confidence wavers,a

22、nd a poten-tial recession looms,other priorities are beginning to weigh on consumers minds.Almost 1 in 4 believe climate change will get worse in the next six months.At the same time,the number who say helping the environment is important to them has decreased 7%since 2020.Environmental apathy is a

23、casualty of per-macrisis.Heightened by consumers lack of trust in brands,falling 13%in the last year,many are left questioning what they actually know about sustainability versus what brands have led them to believe.Although the expectation to be eco-friendly is slipping,consumers are hopeful brands

24、 will turn a new leaf.Consumers are eager for brands to take accountability and be transparent about their environ-mental initiatives.When done correctly,brands have an opportunity to change public perception,regain trust and pro-vide a sense of relief for consumers.Eco-exhaustion 12From exhaustion

25、to empowermentEnvironmental outlook remains stagnant as interest dwindles%of consumers who believe or want brands to do the followingHelping the environment is important to me*The environment/climate change will get worse in the next six monthsWanting brands to be eco-friendly2120222023-2

26、647462245462244442442432341GWI Core Q1 2019-Q1 2023(average of waves between Q1 2019-Q1 2023)*Added in Q2 20203,331,173 internet users aged 16-64 14From exhaustion to empowerment02Shifting responsibilityFrom finger-pointing to collective actionGet the full scoopWhen it comes to sustainability attitu

27、des,theres some differences that stand out between younger and older generations.Public opinion places Gen Z and millen-nials at the forefront of climate activism.Younger generations in the US are 18%more likely to say people perceive them as sustainably conscious,for exam-ple.But the biggest contra

28、st between age groups lies within responsibility.Self-accountability is strongest among Gen X and baby boomers in the US,while younger generations rank brand respon-sibility higher than their own.Having witnessed the growing global concern for the environment during their formative years,younger gen

29、erations have recognized that progress requires collective action rather than individual efforts alone.They actively seek oppor-tunities to work together,unite diverse voices,and push for systemic changes that can have a lasting impact.Social media platforms have become key tools for younger generat

30、ions to share information,raise awareness,and organize movements for environmental causes.In the US,Gen Z and millennials are 19%more likely than older generations to share their opinions on environmen-tal issues online.Social media has also removed the barriers between activists,politicians,or bran

31、ds,allowing for con-sumers to publicly highlight the lack of action to protect the planet.Given the greater emphasis on personal responsibility among older generations,coupled with greater affluence,their cli-mate consciousness often impacts their purchase behaviors.Just under half of Gen X and baby

32、 boomers feel a sense of satisfaction when purchasing sus-tainable items,so its crucial for brands to factor in their purchasing power and emotive response to buying sustain-ably.In the US,older generations are also more likely to make small changes in their day-to-day lives.In fact,theyre 12%more l

33、ikely than younger generations to make improvements to energy efficiency in their homes,and 11%more likely to take fewer car trips to reduce their carbon footprint.ReportGen Z in the USTheyre an ambitious generation that want the most from life.16Shifting responsibilitySustainability attitudes%of US

34、 consumers who agree with the following2Boycotts and backlashWe all make mistakes,but the conse-quences for brands are much higher.For example,63%of consumers say theyve boycotted a brand before,with 16%of Americans doing so in the last 6 months.When it comes to boycotting brands,different regions h

35、ave contrast-ing concerns.Data breaches are the top cause for boycotts in all markets except APAC,where harmful behavior directed towards specific communities is the most cited reason.In Latin America,consumers are 20%more likely than other regions to boycott a brand for environmentally unfriendly b

36、ehavior.However,consumer behavior often isnt straightforward.For example,we know younger generations are vocal about brands that conflict with their values,but at the same time,theyre ahead of older groups for saying they buy from brands that hold different ethical or political beliefs.With cost and

37、 convenience being key purchase drivers,values might some-times take a backseat.It doesnt mean theyre not important,but with the cost of living crisis weighing down,there are other factors consumers will need to weigh up.For brands that make a blunder,consum-ers expect them to own up and publicly ac

38、knowledge their wrongdoings,and how theyll change moving forward.Consumers in North America take expec-tations a step further-theyre 47%more likely than other markets to demand brands cut ties with those responsible.A good reputation carries weight,but brands should proactively implement a crisis pl

39、an.Understanding the top motives for consumers shunning a brand can identify the steps to avoid them,and underline the best way to respond in a worst-case scenario.GWI USA Plus Q1 20233,477 US internet users aged 16+Its important toreduce climate changeIts important toreduce climate changeBrands sho

40、uld do more tomake their products sustainableBrands should do more tomake their products sustainableGen Z&millennialsIts my responsibility to dowhat I can for the environmentIts my responsibility to dowhat I can for the environmentMy government should domore to protect the planetMy government should

41、 domore to protect the planetI feel better about buyingthings if they are sustainableI feel better about buyingthings if they are sustainableI am willing to pay more forsustainable products/servicesI am willing to pay more forsustainable products/servicesI vote for politicians thatcare about sustain

42、abilityI vote for politicians thatcare about sustainabilityOther people see me as asustainably-conscious personOther people see me as asustainably-conscious personThe threat of climatechange is exaggeratedThe threat of climatechange is exaggeratedIts important to livea sustainable lifestyleIts impor

43、tant to livea sustainable lifestyleI pick sustainableproducts when I canI pick sustainableproducts when I canGen X&baby boomers35254535555626664546555664 18Shifting responsibilityReasons for boycotting a company%of consumers who say theyd boycott a brand f

44、or the following reasons340%of consumers want brands to interact with their concerns about the brands activitiesGWI Zeitgeist March 202315,577 internet users aged 16-64Illegal activity(i.e.tax evasion)30%Supporting/endorsinga political figure/cause who goesagainst my values30%Racist behavior36%Poor

45、treatmentof employees38%Scandalcover ups32%Faulty products/product recalls44%Violatingregulations47%Homophobicbehavior39%Transphobicbehavior49%Behavior thats notenvironmentallyfriendly50%Supporting a celebrity who goes against my values45%Data breaches51%Behavior that causesharm to a specificcommuni

46、ty56%Unethical manufacturing practices51%Get your copyReportBeing a better ally5 US DE&I insights every brand needsto know.20Shifting responsibility03Trust or bust As consumers navi-gate a complex and rapidly changing land-scape of social,envi-ronmental,and finan-cial concerns,one thing is becoming

47、increas-ingly clear:trust is in short supply.In the US,trust has been steadily declining across var-ious sectors,with the media experiencing the most significant decline(-17%since Q4 2020).Causes of declining trust are often complex.Theres no single driving force,rather multiple fac-tors that contri

48、bute to shifting consumer sen-timent on trust.Consumers in the US are now demanding more than just good quality products or services;theyre seek-ing transparency on company processes to gauge trustworthiness.Proactively stating DE&I measures,em-ployee welfare,manu-facturing conditions/methods,or sup

49、ply chain transparency would encourage 57%of US consumers to buy from a brand.The crucial role of trustIn the US,Gen Z and millennialsare 23%morelikely to buy froma particular brand if they make public statements about societal issues on social media andin advertising 22The crucial role of trustDona

50、ting goods/services to a charitable causeBeing transparent about manufacturing conditions/methodsBeing eco-friendlySupporting a cause that I support(i.e.a political/social cause)Donating money to a charitable causeBeing transparent about employee welfareBeing transparent about supply chainsBeing tra

51、nsparent about diversity,equity,and inclusion(DEI)measuresActively interacting with consumers who express concerns about the brands activities(e.g.via social media)If the brand has a strong/funny social media presenceMaking public statements on social media and in advertising3937373434323124231713Br

52、and actions that build trust%of US consumers who say the following would encourage them to buy from a brand4GWI Zeitgeist February 20232,007 US internet users aged 16-64 24The crucial role of trust04Sustainability in advertisingAvoid sowingseeds of uncertaintyTrust can take time to build.Consumers w

53、ant to see tangible results from brands that are genuine in their commitments to changing harmful practices.Over half of consumers state having concerns about greenwashing in ads,and it can do more harm than good,leading to green marketing losing its credibility.Climate actions that lack substance,e

54、specially when consumer expecta-tions on climate action from brands are much higher than before,can leave companies with a long road ahead to rebuild their reputation.For brands looking to communicate their sustainable practices,building a sense of trust with consumers is vital.In the US,consumers w

55、ould rather brands use a public figure who embodies the values of sustainability,and are known for speaking out about the environ-ment.Celebrities and influencers are not always the best role models for sustainability,and consumers agree.Gen Z and millennials,in particular,would rather see scientist

56、s and academics represented in ads.US consumers value solution-oriented communication and want brands to use ads to provide evidence of their sustain-ability,not another channel to exercise harmful greenwashing tactics that ulti-mately add to the ever-growing issue of climate fatigue.26Sustainabilit

57、y in advertisingSustainability in ads attitudes%of US consumers who believe the following5GWI USA Plus Q1 20233,580 US internet users aged 16+585537I like to seesustainability talkedabout in adsIm concerned aboutgreenwashing(deception aboutsustainability)in adsBrands that talk aboutsustainability in

58、 ads aretrustworthy50%of Americans believe,whenever possible,that influencer content should be environmentally friendlyNewsletterOn the dotWant the latest news,trends,tech updates,and consumer insights straight to your inbox?Subscribe now 28Sustainability in advertising05The green standardException

59、becomes the expectationWhen US consumers hear the term sustainability,59%of them consider using less harmful materials,and this belief is mirrored in their expectations of how brands should engage at events.A noteworthy 25%of US con-sumers state that regardless of the materials used,they dont want t

60、o receive brand swag at all,a sentiment driven by millennials and baby boomers.While these views reflect the general consumer,research has shown that many business professionals would prefer to skip swag altogether.Going plastic-free is the big-gest push among UK and US consumers.Plastic-free initia

61、tives are no longer an exception,but an expectation.Brands should take a proac-tive approach to sustainability too.It may not always be fea-sible to select a venue with sustainable certifications but acknowledging the events environmental impact,and offsetting it through invest-ments in renewable en

62、ergy or conservation projects are.There are also opportunities for brands to step up even further,and focus on where consumers may have lower expectations.Brands can look to surprise and inspire consumers,such as offer-ing environmentally friendly food options or sourcing local materials for their e

63、vents.Brands arent expected to become the face of sustain-ability overnight,but pushing the envelope and looking for innovative,impactful methods to do so will not go unnoticed.Plastic-free(e.g.no plastic water bottles/packaging)Use of compostable/biodegradable materialsUse of locally sourced materi

64、alsPaper-free(e.g.no leaflets/handouts)Environmentally friendly food options(e.g.vegan/vegetarian)No swag(e.g.badges/stickers/tote bags)423832262412Desired sustainability efforts%of US/UK consumers who want brands to incorporate the following when brands host or participate in in-person events6GWI I

65、nsights Recontact April 20233,005 US/UK internet users aged 16-64 30The green standardWalking the walk to sustainable practicesBalancing unprecedented inflation,while being confronted with the harsh reality of climate change,leaves no regard for the fatigue consumers feel.Consumers are left with no

66、support system,feelings of burnout are rampant,and brands have to acknowledge their role.Openly recog-nizing past instances of greenwashing,or misleading environmental claims are a good place to start.By taking respon-sibility,brands can start rebuilding trust by demonstrating their commitment to me

67、aningful climate action.But acknowledgement is not enough.Brands must take meaningful and tangible steps to implement sustain-able practices and initiatives.Offering opportunities like purchase-triggered donations or sustainable packaging shifts the responsibility away from con-sumers and onto the b

68、rands themselves.Younger generations believe that the responsibility for sustainability falls on corporations before consumers,so brands who take action will begin rebuild-ing trust with Gen Z and millennials.Trust develops a sense of confidence in a brands ability to fulfill their promises and expe

69、ctations.This sense of confidence becomes the foundation for brand advocacy.Although advocacy doesnt necessarily translate to purchases,it can still drive value through positive word of mouth,as 71%of US consumers trust friends and family the most when looking for brand recommendations.While brands

70、are rewarded with a pos-itive reputation for creating change,progress is constantly evolving,and public perception can turn in a matter of minutes.As consumer responsibili-ties shift,the threat of boycotting brews,and greenwashing continues to be a concern,brands have the opportunity to forge a new

71、narrative.One that inspires industries to take steps towards positive change.21%of US consumers are much more likely to recommend brands that use sustainable production practices 32The green standard4728252282Advocacy for sustainable brands%of US/UK consumers who rank how much

72、more/less likely theyd be to recommend brands that use sustainable production practices or packaging to othersUSMuchless likelyMuchmore likelyUSUKUKAdvocacy for brands working with charities%of US/UK consumers who rank how much more/less likely theyd be to recommend brands that partner with or suppo

73、rt charities78GWI Insights Recontact April 2023GWI Insights Recontact April 20233,005 US/UK internet users aged 16-643,005 US/UK internet users aged 16-64 34The green standardAppendix12345678Which of the following things are important to you?(Helping the environment)How do you think the following wi

74、ll change in the next 6 months?(Helping the environment/climate change-Get worse)Which of these things do you want brands to do?(Be eco-friendly)Which of these statements do you agree with?Which of these would cause you to boycott a brand/com-pany that you like?Which of these actions would encourage

75、 you to buy from a particular brand?To what extent do you agree with the following state-ments?(Somewhat agree/strongly agree)When brands host or par-ticipate in in-person events,what sustainable efforts do you want brands to incorpo-rate into the event?Please select no more than three answer option

76、s.On a scale of 1 to 5,how much more likely would you be to recommend brands that use sustainable production prac-tices or packaging to others?On a scale of 1 to 5,how much more likely would you be to buy from brands that partner with/support charities?38Notes on methodologyIntroduction All figures

77、in this report are drawn from GWIs online research among inter-net users aged 16-64 or 16+.Please note that our figures are representative of the online populations of each market,not its total population.Our researchEach year,GWI interviews over 970,000 internet users aged 16-64 across 52 mar-kets.

78、Respondents complete an online questionnaire that asks them a wide range of questions about their lives,lifestyles,and digital behaviors.We source these respondents in partnership with a number of indus-try-leading panel providers.Each respondent who takes a GWI survey is assigned a unique and persi

79、stent iden-tifier regardless of the site/panel to which they belong and no respondent can participate in our survey more than once a year(with the exception of inter-net users in Egypt,Saudi Arabia,and the UAE,where respondents are allowed to complete the survey at 6-month intervals).Our quotas To e

80、nsure that our research is reflective of the online population in each market,we set appropriate quotas on age,gender,and edu-cation meaning that we interview representative numbers of men vs women,of 16-24s,25-34s,35-44s,45-54s and 55-64s,and of people with secondary vs tertiary education.To do thi

81、s,we conduct research across a range of international and national sources,including the World Bank,the ITU,the International Labour Organization,the CIA Factbook,Eurostat,and the US Bureau of Labor Statistics,as well as a range of national statistics sources,government departments,and other credibl

82、e and robust third-party sources.This research is also used to calculate the“weight”of each respondent;that is,approximately how many people(of the same gender,age and educational attain-ment)are represented by their responses.Sample size by marketThis report draws insights from GWIs Q1 2023 wave of

83、 research across 52 coun-tries,with a global sample of 241,138 respondents.Argentina1,781Malaysia4,339Australia7,986Mexico5,085Austria2,019Morocco847Belgium2,037Netherlands2,530Brazil8,872New Zealand1,900Bulgaria1,250Nigeria917Canada6,360Norway1,258Chile1,264Philippines3,820China24,492Poland3,107Col

84、ombia3,811Portugal2,277Czech Republic1,297Romania1,264Denmark1,529Russia4,189Egypt1,764Saudi Arabia1,797France10,509Singapore3,424Germany10,507South Africa1,818Ghana851South Korea2,280Greece1,273Spain10,358Hong Kong1,957Sweden2,531Hungary1,250Switzerland1,515India14,768Taiwan2,680Indonesia6,394Thail

85、and4,463Ireland1,386Turkey2,030Israel1,527UAE1,818Italy10,145UK10,140Japan10,217USA25,340Kenya984Vietnam3,181 40Mobile survey respondentsFrom Q1 2017 on,GWI has offered our Core survey on mobile.This allows us to survey internet users who prefer using a mobile or are mobile-only(who use a mobile to

86、get online but do not use or own any other device).Mobile respondents complete a shorter version of our Core survey,answer-ing 50 questions,all carefully adapted to be compatible with mobile screens.Please note that the sample sizes presented in the charts through-out this report may differ as some

87、will include both mobile and PC/laptop/tablet respondents and others will include only respondents who completed GWIs Core survey via PC/laptop/tablet.For more details on our methodology for mobile surveys and the questions asked to mobile respondents,click here.Internet penetration rates:GWI versus

88、 ITU FiguresAs GWIs Core research is conducted among 16-64 year-olds,we supplement the internet penetration forecasts for a countrys total population(repro-duced above)with internet penetration forecasts for 16-64s specifically.Forecasts for 16-64s will be higher than our forecasts for total populat

89、ion,since 16-64s are the most likely age groups to be using the internet.Internet penetration rates across GWIs marketsBecause internet penetration rates can vary significantly between countries(from a high of 90%+in parts of Europe and North America to lows of around 20%in parts of APAC),the nature

90、 of our samples is impacted accordingly.Where a market has a high internet penetration rate,its online population will be relatively similar to its total population and hence we will see good representa-tion across all age,gender and education breaks.This is typically the case in North America,much

91、of Europe and places in APAC such as Japan and Australia.Where a market has a medium to low internet penetration,its online population can be very different to its total popula-tion;broadly speaking,the lower the countrys overall internet penetration rate,the more likely it is that its internet user

92、s will be young,urban,affluent and educated.In some Middle Eastern,African and Asian countries(e.g.India,Indonesia),we would also expect a gen-der-based skew towards males.Generally,younger internet users are more active and engaged with a lot of the behaviors and ser-vices tracked by GWI,which mean

93、s%scores will typically be higher in low-to-medi-um-penetration markets.Internet penetration rates(GWIs forecasts for 2023 based on ITU 2017 and 2018 data)The table to the right refers to the total population in each market.The internet penetration estimates are calculated using the most recent data

94、 from the International Telecommunication Union-a United Nations agency responsi-ble for issues concerning communication technologies.The most recent published data from this source is from 2018(and in some countries 2017),so GWI forecast the data forward to 2020 by making calcula-tions based on the

95、 trend of internet growth in each country from 2000 onwards.This calculation is then adjusted based on other(usually national government)sources which can be used to provide an accurate overview of internet usage in each coun-try.Note that the figures used to calculate GWIs own universe figures will

96、 be among 16-64s only,and will therefore be higher.Argentina92Mexico82Australia99Morocco74Austria95Netherlands98Belgium97New Zealand97Brazil90Nigeria68Canada99Norway99Chile76Philippines75China90Poland92Colombia82Portugal89Czech Republic96Romania92Denmark99Russia95Egypt68Saudi Arabia91France96Singapore99Germany98South Africa78Ghana60South Korea100Greece91Spain97Hong Kong99Sweden98India44Switzerland98Indonesia63Taiwan97Ireland97Thailand71Israel96Turkey88Italy90UAE97Japan96UK99Kenya67USA98Malaysia94Vietnam72 42CHASE BUCKLEVP,TRENDSGet in touchMOANA TELLBUESCHER SENIOR TRENDS ANALYST GWI 2023