Sustainability

Younger Consumers Are Paying Attention to Earth Day Campaigns—but Don't Want to Be Shamed

A new Adweek-Harris Poll survey found that consumers responded better to messages of positivity and action

earth day harris poll adweek — Positivity wins over more consumers than shame, according to new data from Harris Poll.Getty Images, The Harris Poll, Adweek

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Earth Day is later this week, and brands have a lot planned to mark the holiday: campaigns highlighting sustainability initiatives, new commitments to lower emissions and donations to organizations working to preserve forests and natural areas.

To get a sense of how consumers are likely to respond to those initiatives, Adweek partnered with Harris Poll to gauge sentiment around past Earth Day campaigns—which ones led consumers to buy, what’s been most memorable and how different strategies change consumers’ perception of brands.

Kathryn Lundstrom

Kathryn Lundstrom is Adweek's sustainability editor.

Sustainability

Younger Consumers Are Paying Attention to Earth Day Campaigns—but Don't Want to Be Shamed

A new Adweek-Harris Poll survey found that consumers responded better to messages of positivity and action

Kathryn Lundstrom

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Kathryn Lundstrom