Ads placed alongside pro-sustainability contexts increase brand uplift
The research analysed the importance of environmental causes and climate change for Australian consumers and if they are more likely to favour brands that deliver contextually relevant ads within these environments.
IAS country manager, Jessica Miles said: “Our study shows that sustainability needs to play an important role in a brand’s advertising strategy. Consumers not only expect businesses to play a leading role but are more likely to favour a brand that advocates for environmental causes. Given this heightened consumer awareness, contextual alignment is critical.
