Sustainable Advertising Messaging Increases Purchase Intent For Brands

A new report by On Device Research shows brands that fully promote sustainability within their advertising creative see significant increases in purchase intent.

The State of Sustainability study, which analysed over 1,500 studies from January 2019 until February 2023, looks at the latest UK consumer trends around sustainable living across sectors such as travel, food, clothing and energy.

The latest white paper on Sustainability in Advertising by On Device Research identifies the importance of brands fully committing to sustainability.

The new report also compares the performance of three different ad categories: non-sustainable campaigns; part sustainable campaigns; and full sustainable campaigns. The aim of the study was to find out if sustainable messaging improves campaign effectiveness, and, if so, what kind of strategies aid success.

Findings from the UK research include:

  • 62% of consumers admit they are worried or stressed about sustainability and 58% prefer environmentally-friendly brands;
  • When it comes to focusing on advertising effectiveness, the analysis proves that campaigns with a fully sustainable message significantly increases purchase intent;
  • 71% displayed a stronger positive emotional engagement with fully sustainable ads, compared with 62% for part sustainable campaigns. However, the research indicates that consumers are savvier than ever to greenwashing and therefore full authentic commitment from brands is a must;
  • 65% of consumers are making more sustainable choices overall, while 55% will pay more to support sustainability.

    The report concludes with two case studies that demonstrate the value in getting sustainability messaging right alongside creative best practice principles attained via the On Device Research analysis.

    Alistair Hill, CEO & Co-Founder of On Device Research, said: “We hope the data and insight from this report helps drive increased understanding around the effectiveness of sustainable messaging in advertising. As the importance of sustainability continues to accelerate, brands stand in a unique position to positively engage consumers and as our report demonstrates, for those brands that do this well, the rewards are clear to see.”

    Claire Gleeson-Landry, Head of Investment & Sustainable Media at purpose-led ad platform Good-Loop, said: “On Device Research’s report shows just how much sustainability has become a key focus for consumers, and highlights how much people feel they need to do more to help our planet. The study also suggests that when it comes to sustainability, brands need to commit or go home, with campaigns that only mention sustainability as a part of their message underperforming compared to ads that make sustainability their sole focus. Consumers are voting for the world they want by rewarding brands that fully commit to making sustainability a priority.”

    To download the full UK report, please click here:

    To download the APAC version of the report, please click here:

    For more information about On Device Research, please visit

    For more information about Good-Loop, please visit

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