42% of UK consumers believe advertising can “make the world a better place”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 03, 2020, 10:59 AM UTC

In the UK, 1,000 consumers along with 105 advertising industry executives were polled.

A study conducted by Advertising Association’s think tank, Credos, aimed to discover how industry practitioners and consumers in the UK view advertising’s role in society. Where 46% of UK consumers believe advertising has a positive impact on society, 42% of respondents think that advertising can help “make the world a better place”.

Overall, UK consumers were found to be “relatively positive” about advertising’s impact on society. 30% of participants appreciate ad campaigns promoting products that are good for the planet and society.

Another 31% are appreciative of advertising’s positive and progressive behavioural change campaigns. 59% of those polled would like to see environmental issues reflected in advertising, and 63% would like to see mental health.

Read the original article

[2 minute read]