An insight into how advertisers who have a green message can effectively communicate with their consumers.
Bauer Advertising's latest research project investigates consumer perceptions of different sectors environmental messaging. The research used our own unique panel of over 10,000 consumers, examining key factors in attitudes to green messages including how they influenced consumer behaviour and their impact on the decision to purchase. It investigates the most effective communications techniques for brands to promote their green credentials and asks consumers which sectors they believe are performing and which are failing in terms of minimising their environmental impact.
To provide insight and build awareness.
Key findings include:
Brands need to vary their use of different communications techniques according to the audience when promoting green messages;
Consumers are very receptive and responsive to brands green messages;
Brands need to actively take green messages to consumers, they do not look for them;
Celebrities cannot be relied on to help brands communicate green messages;
Advertising positively influences consumers' environmental behaviour;
Sectors including airlines and sports manufacturers need to do more to win consumers' trust on environmental issues.
Bespoke research opportunities are available.
To inform campaigns in the developmental stages, providing an insight into how advertisers who have a green message can best communicate with their consumers.