*  New global research examines worldwide attitudes and behaviours to 
   sustainability and how this could redefine business' climate action and 
   growth strategies
*  Within a year, 3 in 5 people will start to boycott brands who don't act on 
   climate change 
*  Almost half of consumers prepared to switch brands and services for greener 
   alternatives
*  3 in 10 people are willing to pay more for greener alternatives of products 
   and services
*  Dentsu International and Microsoft Advertising release The Rise of
   Sustainable Media research report as a call for more transparency and
   collaboration across all industries

New global research* released today shows, in the next 12 months; 59% of 
consumers worldwide intend to start boycotting brands who don't take action on 
climate change. There is also almost unanimous support for companies to not 
only do the right thing for the planet, but also to 'show by example'. 91% of 
people want brands to demonstrate they are making positive choices about the 
planet and environment more explicitly - in everything they do.

The findings are part of a new global study by dentsu international and 
Microsoft Advertising examining consumer awareness and engagement with issues 
linked to sustainable consumption and media use. More than 24,000 people from 
19 countries around the world participated in the research and, some of the key 
results have been explored in a new summary report titled: "The Rise of 
Sustainable Media".

The willingness and desire to actively embrace more sustainable lifestyles has 
crossed over to the mainstream with 87% of those surveyed saying they want to 
do more to combat climate change. In fact, climate change is the most commonly 
identified concern by consumers, ahead of the COVID-19 pandemic (85%), the 
health of their friends and family (79%), or the cost of living (76%).*

With climate change topping their concerns, almost half (45%) of people say 
they would consider alternative brands, companies or services which are greener 
or more environmentally friendly than their current choices. Moreover, 30% of 
respondents say they are willing to pay more for brands which offer those 
greener alternatives.

However, many consumers don't know where to start, and feel overwhelmed by 
options and conflicting information: 84% said it is difficult to know whether 
brands and companies are truly good green citizens. To help tackle this 
potential disinformation dilemma, 42% of people now think companies should 
provide clear, comparable information on the footprint of their products and 
advertising in order to make them greener. 

Peter Huijboom, Global CEO, Media & Global Clients, dentsu international, 
comments; "The customer actions and potential boycotts we unearthed in our 
research are squarely down to the consumer's perception of a company and its 
behaviour, not necessarily the reality.  We know many organisations are already 
taking positive action on climate change. As marketing experts it's our 
responsibility to guide businesses and help educate and inform their customers, 
in order make them think, feel and act differently.

As such, the marketing and advertising industry also has a critical role to 
play and, we need to work collaboratively to do this authentically; by walking 
the walk in how we deliver these messages through sustainable media."

To date, media delivery and consumption of advertising has yet to become fully 
associated with carbon emissions in the public eye: 

- Only around one in seven (15%) people think browsing the web contributes
  negatively to climate change 
- Whilst just 17% perceive watching TV as contributing to carbon emissions, 14%
  say the same about gaming and 11% in regard to streaming music

One in seven (14%) of those who consider the delivery and consumption of 
advertising having a negative environmental impact, claim to have already taken 
action with regard to how they engage with those brands.  More than three 
quarters (77%) of people globally say that, within five years, they only want 
to be spending money with brands who are practicing green and sustainable 
advertising.

Indeed, consumers put governments (51%), businesses/brands (43%) and the 
advertising industry (41%) ahead of themselves (36%) for accountability on who 
should be held most accountable for decarbonising the way they experience 
advertising. Yet, this can't be achieved in isolation, everyone has a part to 
play.

The study suggests governments, businesses and marketers are running out of 
time to re-frame the conversation around this topic - as it is the younger 
consumers and a generational divide driving this perception shift: 45% of 
boomers believe consuming ads to be negative for the environment, compared with 
71% of Gen Z and 73% of Millennials. This younger deep-awareness and concern 
around the wider environmental issues, coupled with the increased public 
attention on climate change through global events like the UN climate change 
conference (COP26), suggest awareness will likely increase - and rapidly.

John Cosley, Senior Director of Brand, Microsoft Advertising, adds: "As 
marketers we've seen how values can create business value, but with this 
research we wanted to demonstrate more quantitatively why it's significant. 
This joint research helps us understand and inform businesses across the globe 
on the awareness and attitudes surrounding carbon in the media supply chain and 
its corresponding effect on; the planet, customer behaviours and purchasing 
intent.  With rapidly changing attitudes and increased pressure to help combat 
the climate emergency, every marketer has the opportunity to help enable 
industry wide change at pace."

The international advertising and media industry is already making strides in 
decarbonising traditional media and continues to explore how to expedite this 
reduction in the way digital media is produced, stored, transmitted, and 
consumed.  For example, pivoting digital spend to low/no carbon providers and 
shortening the journey from data centre to audience, creating OOH posters with 
recycled paper, using 'carbon eating' paint for murals or incorporating 
elements of search spend in platforms offering carbon off-setting.

The key to ensuring meaningful progress is however, bringing the entire media 
ecosystem together to ensure accurate and transparent measurement and reporting 
of the real carbon impact of media content throughout the lifecycle of a 
campaign. Thereby providing businesses a clear carbon positive choice for media 
advertising within their supply chain.

The Rise of Sustainable Media is a global study into consumer attitudes and 
behaviours linked to sustainable consumption and advertising, and how this 
could redefine business strategy for corporate growth. For more information and 
to see additional results and analysis from the study, please download a free 
copy of the report at: sustainablemedia.dentsu.com

NOTES TO EDITORS
* Dentsu International and Microsoft Advertising commissioned independent 
research with Opinium for The Rise of Sustainable Media: survey of 24,068 
adults across 19 countries, August 2021. All figures cited in this document are 
excerpted from this research, if not specified otherwise.

Photo - https://mma.prnewswire.com/media/1702503/Dentsu_International.jpg 

Source: Dentsu International