DMEXCO survey Advertising should sell “more sustainably”
What is the current and future role of advertising as seen by the business world and society? Should it “merely” sell, encourage people to consume more sustainably, or even convince them to consume less? Commissioned by DMEXCO, market research company Civey asked more than 5,000 consumers and almost 300 marketers for their opinion in July and August, revealing that both parties are on the same page about the general role of advertising. They believe that it should continue to inform buyers about products and prices, but provide more details about the sustainability of the advertised brands and services in the future.