Breaking the Barrier of Climate Communication

10 October 2023


MAGNA surveyed 9,112 people in the U.S., UK and Australia and held five focus groups in the U.S., to explore how advertisers can more effectively communicate their sustainability goals while also supporting brand growth.

The results of the study reveal consumer expectations and uncover how brands can help bridge barriers when it comes to taking action on sustainability.

The study’s key findings include:

• 82% of people experience barriers to living more sustainably, with most citing expense or lack of access to the right resources as the paramount barriers to a sustainable lifestyle.
• Among generations, Gen Z and Millennials were the most likely to experience barriers (91% vs. 75%, respectively). However, prior research has pointed to the cost efficiency of sustainable behaviors, suggesting a disconnect between perception vs. reality for consumers.
• Despite these barriers, people remain motivated to ensure a better future, with 99% of people agreeing that they can be motivated to take sustainable action.
• 78% of respondents agreed with reasons to be sustainable ranging from “ensuring the well-being of humankind” to “protecting one’s own health” and “saving money.”

Brands that offer tangible, relevant data in advertising score better than brands with ambiguous messaging. Defining what brands mean by sustainability, a broad term that can vary by product category, also makes a difference in helping consumers align with a company’s actions.

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