MAGNA study uncovers consumer perceptions of sustainability [Video]

MAGNA, the investment and intelligence arm of IPG Mediabrands, has released a study conducted in partnership with Teads, the global media platform, and Project Drawdown, a nonprofit focused on climate solutions, entitled Sustainability Speaks: Breaking the Barrier of Climate Communication via the MAGNA Media Trials program.

The MAGNA report uncovers data about consumer perceptions of the sustainability endeavours of brands. MAGNA Media Trials and Teads sought to better understand the consumer perspective on sustainability, especially as it relates to barriers that prevent a more sustainable lifestyle.

The results of the study uncover how brands can help bridge these barriers and reveals consumer expectations when it comes to taking action on sustainability.

The study’s key findings include:

•In Australia, 78% of people reported now seeing Sustainability as important, however 82% of people experiencing barriers to living more sustainably, with most citing expense or lack of access to …