NEWS22 April 2024

Adverts should better reflect sustainable choices, study finds

News Sustainability Trends UK

UK – UK consumers believe adverts they see could better reflect environmentally sustainable lifestyle choices, according to research from advertising technology business Criteo.

Globe light in ground

Criteo said its research showed that 84% of consumers felt that the adverts they see could better reflect environmentally friendly travel and shopping choices.

Nearly half ( 47%) of consumers are open to the idea of promoted links taking their personal ethical and sustainable shopping preferences into consideration.

In the next couple of years, 41% of those surveyed expect artificial intelligence (AI) will be able to help them find sustainable or ethical products.

In addition, 66% of consumers said they were happy to pay more for locally produced food, 51% for carbon neutral delivery and 56% for ethically produced apparel, footwear or accessories.

Forty-five per cent of consumers said they intend to lower their carbon footprint when traveling this summer, with 40% likely to favour trips by train or carpooling instead of flying.

Criteo surveyed 6,755 consumers in March and April 2024 for the research, including 1,116 in the UK.

Marc Fischli, executive managing director, Europe, Middle East and Africa, at Criteo, said: “For travel and hospitality brands, being mindful of the environmental factors shaping purchase decisions will be essential.

“Whether you or your partners are using chat apps to interface with shoppers or not, it’s important to make sure the data you are gathering is leveraged in the right ways to deliver greater relevance and ultimately a better customer experience.”