Viant’s New Consumer Study Dives Into Sustainability’s Impact
June 06 2023 - 8:00AM
Business Wire
Over two-thirds of consumers between
the ages of 18 and 34 are likely to purchase from companies
committed to Sustainability.
Viant Technology Inc. (NASDAQ: DSP), a leading people-based
advertising technology company, today released the findings from
its new Consumer Sustainability Study, revealing that over
two-thirds of consumers between the ages of 18 and 34 are likely to
purchase from companies committed to sustainability. Furthermore,
of the more than 1,000 consumers surveyed, 69 percent agreed that
businesses have a responsibility to reduce their environmental
impact. As sustainability priorities continue to grow among brands,
Viant’s new report underscores the importance of sustainability for
consumers and how sustainability is a key driver of consumer
purchasing decisions.
Key takeaways from Viant’s Consumer Sustainability Study:
- When it comes to sustainability, consumers prefer action
over words: When asked how important it was for brands to take
action towards reducing their carbon footprint, versus just talking
about their commitment to sustainability, 65 percent of consumers
cited that action was important.
- Gen Z and Millennials hold businesses accountable for
sustainability: Consumers 18-34 years old feel most strongly
that businesses have a responsibility to reduce their environmental
impact, more so than those 35 and older.
- Renewable energy can positively impact brand perception,
especially among younger consumers: Almost three-quarters (74%)
of consumers between the ages of 18 and 34 expressed that they
would view a brand positively if they are utilizing renewable
energy sources. When analyzing all age groups (18+) surveyed, 67
percent of consumers cited that they would view a brand positively
if they are utilizing renewable energy sources.
“Our latest research demonstrates that consumers are
increasingly looking for brands to not only talk about
sustainability and about reducing their carbon footprint, but to
take real action,” said Jon Schulz, Chief Marketing Officer, Viant.
“As sustainability remains top of mind for both brands and their
customers, we are pleased to offer our clients a number of
leading-edge solutions, including our Adtricity program, which help
brands take real action to achieve their sustainability goals.”
In addition to releasing these research findings, this week,
Viant is also hosting a webinar focused on Driving Sustainability
in Advertising through Supply Path Optimization with Tim Vanderhook
(CEO and Co-Founder, Viant), Brian O’Kelly (CEO and Co-Founder,
Scope3), Kieley Taylor (Global Head of Partnerships, GroupM) and
moderator Hillary Slattery (Director, Programmatic, Product, IAB
Tech Lab).
To further support brands and agencies in understanding their
carbon footprint from advertising, this week Viant launched its new
Carbon Emissions Calculator to help advertisers assess the carbon
impact of their digital campaigns.
To learn more about the findings from Viant’s Consumer
Sustainability Study, please click here.
About Viant’s Consumer Sustainability Study
This survey was fielded online and reached a total of n=1,197
respondents. Respondents were consumers in the US (18+) who were
representative of the national population. The survey was fielded
between May, 1st, 2023 – May, 2nd, 2023.
About Viant
Viant® (NASDAQ: DSP) is a leading advertising technology company
that enables marketers to plan, execute and measure omnichannel ad
campaigns through a cloud-based platform. Viant’s self-service
Demand Side Platform, Adelphic®, powers programmatic advertising
across Connected TV, Linear TV, mobile, desktop, audio, gaming and
digital out-of-home channels. As an organization committed to
sustainability, Viant’s Adtricity® carbon reduction program helps
clients achieve their sustainability goals. In the past year, Viant
was recognized as a Leader in the DSP category, earned Great Place
to Work® certification, became a founding member of Ad Net Zero,
and Co-Founders Tim and Chris Vanderhook were named EY
Entrepreneurs of the Year. To learn more, please visit
viantinc.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20230606005445/en/
Media: Marielle Gilbert Lyon press@viantinc.com
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