How brand ads can use behavioral science to help their customers address the climate crisis

Jon Evans

Based on a System1 analysis of 1,000 TV ads, offers advice on how brands can improve their messaging surrounding sustainability and the climate crisis.

In 2021, Gartner's annual survey of CEOs and other senior business executives recorded environmental sustainability as a top-10 business focus for the first time. In 2023, sustainability tied for 7th place (vs. 8th place in 2021). Meanwhile, McKinsey reports that about 85% of chief investment officers view environmental, social and governance (ESG) as an important factor in their investment decisions. And a 2022 study found that 66% of Americans and 80% of young Americans (ages 18-34) are willing to pay more for sustainable products.

Brands are largely missing this opportunity....

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