91% of people want brands that demonstrate their positive actions on the planet: Green Marketing as a necessity

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According to a study by Dentsu International and Microsoft Advertising , more than 77% of people around the world say that, in five years, they only want to spend money on brands that practice sustainable advertising. Additionally, 91% of people want brands to show that they are making positive choices about the planet .

But what does this have to do with Digital Marketing and what have been the impacts on companies and their consumers?

Green Marketing and its relevance for companies
Green Marketing is a strategy focused on developing sustainable actions and improving services and products that reduce the impacts of climate change.

This strategy has gained strength and importance cameroon phone number list in recent years due to the constant advance of global warming, causing great and sad consequences in different parts of the world, such as floods in China , water shortages in Colorado reservoirs and forest fires in the Amazon .

Despite these and many other facts, consumers are increasingly aware of the environmental impacts of their actions and, above all, of the actions of companies. Here is what the study conducted by Microsoft Advertising and the Dentsu International agency says :

“ Consumers put governments (51%), companies/brands (43%) and the advertising industry (41%) ahead of themselves (36%) as responsible for decarbonising advertising and hold companies accountable for how they experience the advertising they consume ”

Therefore, people are becoming more and more demanding regarding:

what they buy;
who they buy from;
how it impacts their lives and the environment.
These considerations are made by the consumer before deciding to purchase a solution and directly impact brands, since 3 out of 10 people are willing to pay more for more sustainable alternatives for products and services.