Airline body urges African governments to act on opening market access
‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.
CLIMATE CHANGE
More consumers intent on boycotting brands over climate change
By our News Team | 2021
Most people want to see that brands are making the right choices about the environment, and 59% are willing to boycott those that err.
Global research released in early December indicates that, in the next 12 months, 59% of consumers worldwide intend to start boycotting brands who don’t take action on climate change.
There is also almost unanimous support for companies to not only do the right thing for the planet, but also to ‘lead by example’. More than 90% of people want brands to demonstrate they are making positive choices about the planet and environment in everything they do.
The Rise of Sustainable Media is a global study by Dentsu International and Microsoft Advertising into consumer attitudes and behaviours linked to sustainable consumption and advertising, and how this could redefine business strategy for corporate growth.
Its findings examine consumer awareness and engagement issues linked to sustainable consumption and media use. More than 24,000 people from 19 countries participated in the research.
Photo by Markus Spiske from Pexels
According to the researchers, the willingness and desire to actively embrace more sustainable lifestyles has crossed over to the mainstream, with 87% of those surveyed saying they want to do more to combat climate change. In fact, climate change is the most commonly identified concern by consumers, ahead of the Covid-19 pandemic (85%), the health of their friends and family (79%), or the cost of living (76%).
Thirty percent will pay more for greener alternatives
With climate change topping their concerns, almost half (45%) of people say they would consider alternative brands, companies or services which are greener or more environmentally friendly than their current choices. Moreover, 30% of respondents say they are willing to pay more for brands offering those greener alternatives.
However, many consumers don’t know where to start, and feel overwhelmed by options and conflicting information: 84% said it is difficult to know whether brands and companies are truly good green citizens. To help tackle this potential disinformation dilemma, 42% of people now think companies should provide clear, comparable information on the footprint of their products and advertising in order to make them greener.
Peter Huijboom, Global CEO, Media & Global Clients at Dentsu International, comments: “The customer actions and potential boycotts we unearthed in our research are squarely down to the consumer’s perception of a company and its behaviour, not necessarily the reality. We know many organisations are already taking positive action on climate change. As marketing experts it’s our responsibility to guide businesses and help educate and inform their customers, in order make them think, feel and act differently.
As such, the marketing and advertising industry also has a critical role to play and we need to work collaboratively to do this authentically; by walking the walk in how we deliver these messages through sustainable media.”
Uganda Tourism Board partners with major European ice hockey league
UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.
Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
Competition continues to grow in the Moroccan supermarket sector
Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.
Study identifies harmful paradox behind well-meaning green efforts
Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.
President Mahama commissions expanded evaporated milk facility in Ghana
Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.
Momentum beginning to build for 2027 ACCS gathering in Addis Ababa
Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.
PwC report examines the future of African entertainment and media
Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.
Unilever investment expands its Vaseline production capacity in Africa
The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.
World MICE Awards in Jamaica honour best African and global achievers
Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.