Equativ and MAGNA Media Trials Research Unlocks Sustainability Keys for Brands to Profit Through Purpose

The new MAGNA Media Trials research study called amp8220Sustainability Sells How Brands Can Communicate on Sustainability and Drive Profitamp8221 surveyed more than 1200 people across the markets to quantify the impact of sustainability on purchase decisions The research study was designed alongside thought leaders from the Rodale Institute a nonprofit growing the regenerative organic agriculture movement Through testing 3600 scenarios and 19 product features the study found that 63 of people would pay more money for sustainable goods And 1in4 shoppers could be classified as amp8220eco spendersamp8221 people willing to pay a premium regardless of the productamp8220As marketers face growing regulatory demands and rising consumer expectations sustainability is no longer a niche or optional initiative Itamp8217s a business imperativeamp8221 said Martin Bryan Global Chief Sustainability Officer IPG Mediabrands amp8220Ecospenders represent a rapidly growing valuesdriven audience willing to reward brands that deliver on environmental promisesamp8221What SellsIn the personal care segment refillable packaging 24 responsibly sourced materials 23 and use of recyclable packaging 20 were leading features brands could deploy to tap into ecospendersamp8217 walletsFor clothing and apparel 25 of survey respondents would pay more for responsibly sourced items while 22 would do so for materials manufactured from certified regenerative organic agricultural practicesIn general brands that offer sustainable products appeal to multigenerational audiences with Millennials 29 and Gen Z and Gen X 25 choosing to pay moreWhile many brands use product packaging that includes seals identifying their sustainable features eg reefsafe certified organic or biodegradable most people donamp8217t understand themKey Finding On average 92 of those surveyed said it was important for brands to communicate on sustainability and this was true across verticals from clothing to techamp8220What was revealed in the report is that consumers are actively asking brands to use advertising to educate them about the sustainable features of their products a rare and remarkable opportunityamp8221 commented Frank Maguire Senior Vice President Product Marketing and Sustainability Equativ amp8220Itamp8217s not often that we hear consumers inviting brands to advertise to them but this is a clear call for transparency and engagement that brands should embraceamp8221Kara Manatt Executive Vice President Intelligence Solutions at MAGNA added amp8220This is where advertising can work harder for a brand going beyond awareness to deeper understanding and ultimately leading to profit We found that 80 of Millennials and 71 of Gen Z consumers preferred ads as their goto channel for learning about a brandamp8217s sustainability efforts and for Millennials this channel even outperformed social media and influencersamp82213Steps to Act NowPartner with sustainability leaders to align on messaging and unlock further growthExplore privateNGO partnerships aimed at public awareness on sustainabilityTap into advertising including onpackage for consumer education on eco sealsTo learn more and read the full study please click here to visit MAGNA Media Trials websitePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Equativ and MAGNA Media Trials Research Unlocks Sustainability Keys for Brands to Profit Through Purpose

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