Almost half (49%) of UK consumers are looking to reduce their carbon footprint through food choices they make in 2022, global media platform, Teads has revealed.
The findings come from a Teads consumer survey conducted in partnership with Kantar to research the role of sustainability of UK purchasing habits.
Results have shown that across all age groups mainstream news had a larger impact on environmental concerns compared to social media.
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According to the survey, COP26 news coverage had a 31% increase in consumer awareness over food choices.
Whereas, 60% of consumers didn’t trust sustainability messages on social media with concerns of misinformation surrounding the pandemic.
Despite trends of distrust of social media, younger respondents placed more attention on eco-brands that influencers backed.
Around 45% of under 35-year-olds claimed influencers and brand ambassadors had a strong impact on the perception of a brand’s sustainability credentials.
The research comes amid the largest Veganuary to date, with the charity’s own survey revealing 34% Britons were interested in trying a plant-based diet.
“Our research shows a significant consumer shift towards more eco-conscious attitudes surrounding sustainable food choices,” Teads Northern Europe VP of insights Phil Sumner said.
“Premium news sites are clearly the key source for delivering sustainability messaging; brands must ensure their ads are placed in these environments at least until initial brand trust is cemented.”
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