LONDON - 10th May, 2023 - A new report released today by On Device Research shows brands that fully promote sustainability within their advertising creative see significant increases in purchase intent.

The State of Sustainability study, which analysed over 1,500 studies from January 2019 until February 2023, looks at the latest UK consumer trends around sustainable living across sectors such as travel, food, clothing and energy.

The new report also compares the performance of three different ad categories: non-sustainable campaigns; part sustainable campaigns; and full sustainable campaigns. The aim of the study was to find out if sustainable messaging improves campaign effectiveness, and, if so, what kind of strategies aid success.

Findings from the research include:

• 62% of consumers admit they are worried or stressed about sustainability and 58% prefer environmentally-friendly brands;
• When it comes to focusing on advertising effectiveness, the analysis proves that campaigns with a fully sustainable message significantly increases purchase intent;
• 71% displayed a stronger positive emotional engagement with fully sustainable ads, compared with 62% for part sustainable campaigns. However, the research indicates that consumers are savvier than ever to greenwashing and therefore full authentic commitment from brands is a must;
• 65% of consumers are making more sustainable choices overall, while 55% will pay more to support sustainability.

The report concludes with two case studies that demonstrate the value in getting sustainability messaging right alongside creative best practice principles attained via the On Device Research analysis.

Alistair Hill, CEO & Co-Founder of On Device Research, said: "We hope the data and insight from this report helps drive increased understanding around the effectiveness of sustainable messaging in advertising. As the importance of sustainability continues to accelerate, brands stand in a unique position to positively engage consumers and as our report demonstrates, for those brands that do this well, the rewards are clear to see."

Claire Gleeson-Landry, Head of Investment & Sustainable Media at purpose-led ad platform Good-Loop, said: "On Device Research's report shows just how much sustainability has become a key focus for consumers, and highlights how much people feel they need to do more to help our planet. The study also suggests that when it comes to sustainability, brands need to commit or go home, with campaigns that only mention sustainability as a part of their message underperforming compared to ads that make sustainability their sole focus. Consumers are voting for the world they want by rewarding brands that fully commit to making sustainability a priority."

To download the full report, please click here.

For more information about On Device Research, please visit On Device Research

For more information about Good-Loop, please visit Good-Loop

About Good-Loop

Good-Loop is a purpose-powered ad tech platform that drives ad engagement by converting people's attention into donations to good causes around the world.

The company, which has offices in London and Edinburgh, is on a mission to make the connection between brands and consumers more meaningful by delivering respectful ads that bring real social impact, while also driving significant business and brand uplifts for advertisers.

The company has raised more than $5M for charities such as Save the Children, WaterAid and GOSH. Clients include Unilever, Nestlé, Levi's, Bose and H&M.

In February 2022, the company closed a Series A funding round of $6.1M, led by New York-based investment fund, Quaestus Capital Management (QCM), with additional backing from Scottish Enterprise, impact investor SIS Ventures and European ad tech fund First Party Capital, bringing total investment into the ad tech for good platform to $8.2M (£6m) since it was formed in 2016.