Consumers 'more likely to respond to purpose-driven ads'

Most consumers aged 16 to 34 are more likely to purchase a product as a result of a purpose-driven rather than sales-focused ad, a new study shows.

Adverts with a social purpose are significantly more likely to encourage young people to make a purchase than ads that are too sales-focused, according to new research.

Channel 4 has been exploring how different demographics respond to advertisements, finding that 56 per cent of 16 to 34-year-olds believe ads that demonstrate an ethical conscience offer products or services of a better quality than those that are simply there to sell.

As a result, 60 per cent of those aged 16 to 34 said they would pay more to buy from socially conscious brands. This figure was lower among other demographics, with 55 per cent of 35 to 44-year-olds citing the same, along with 37 per cent of over-45s.

However, it is the younger generation that are the consumers of the future, so brands need to bearing their preferences in mind when devising their marketing strategies.

Jonathan Lewis, head of digital and partnership innovation at Channel 4, commented: "People have very clear expectations about what they want from brands operating in this space: they need to be genuine in their messaging, stay relevant to their industries and create resonant ads that cut through."

IAB UK logo

Supportive thought leadership on today’s biggest issues, the best of digital advertising and the future of the industry

Our members achieve more as part of our community through network information, education, stewardship and advocacy.