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Majority of US consumers report climate consciousness

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November 11, 2022

55% of U.S. consumers name climate consciousness as a major concern according to a recent report completed by Volta in collaboration with F'inn, according to a press release.

Volta, a leading provider of EV charging stations and the integrated Volta Media Network advertising system, has announced the results of its second annual Climate Conscious Consumer report. The study polled 997 geographically and socially diverse consumers, finding an increase in consciousness across the board, regardless of a state's political leaning, marking the first time American consumer concern with climate consciousness has crossed the halfway mark in a major survey and suggesting sustainability continues as an important factor in both consumer behavior and ad creative for DOOH and beyond.

Study highlights include:

• Climate conscious consumers are more tech-savvy: Over 70% subscribe to a streaming TV service compared to 60% of non-climate conscious consumers; more than 30% use QR codes compared to 25% of non-climate conscious consumers.
• This cohort expects targeted, personalized campaigns: Nearly two-thirds prefer ads that are relevant to their needs compared to less than half of non-climate conscious consumers.
• Value and price remain important to purchase decisions: Nearly 60% of climate conscious consumers are looking for more sales and deals.

"The continued expansion of the Climate Conscious Consumer cohort demands that brands intentionally design campaigns geared toward this audience — from the messaging advertisers craft to the media they buy," Brandt Hastings, chief commercial officer at Volta, said in the release.