Adidas, you may want to pay attention.
Recent research from IPG’s UM media agency found that socially conscious brands that advertise on media that share the same values generate a much higher level of purchase intent from consumers. Conversely, brands that don’t prioritize traits such as integrity, equity and sustainability can’t make up for it with advertising on media that do embody those priorities.
UM’s Future Impact study, released during Advertising Week, surveyed 5,000 participants selected out of a randomized pool of household brands (including but not exclusive to UM clients), media partners and social value attributes. Researchers then modeled the combinations to predict results, analyze decision drivers and create a simulation tool that enabled them to shift factors to see the impact on purchase intent as social values either increased or decreased.
Read more on Digiday.