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.

Climate Change

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.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.