Visibility, transparency, and education are necessary for all brands and industry leaders to take the action needed for a sustainable future. Sustainability is also increasingly becoming a top priority for shoppers, with 66% of global consumers saying they actively seek out brands that are sustainable in their business practices (a 6% increase from 2022), according to the 2023 Higher Impact report from Amazon Ads. To help lead the conversation about more sustainable business, Amazon Ads worked with Adweek on a sponsored content feature that unpacked the insights from our 2023 Higher Impact report in an engaging way. The goal of the sponsored article was to drive more awareness and consideration, while using the research to inspire and educate our customers through captivating storytelling and analysis. We wanted to pull together voices and sustainable initiatives from across the industry and Amazon Ads to inform leaders about the ways to connect with environmentally-conscious shoppers. Knowing that sustainability is a priority among businesses and consumers alike, we wanted to provide brands with actionable strategies and advice to improve their sustainability efforts and messaging in a way that resonates with their audiences.
Sustainability is one of the most important challenges facing the global advertising industry. Amazon Ads takes seriously our responsibility to help galvanize change, adopting a two-pronged response that includes individual company-level efforts as well as broader industry-wide advocacy and reform. We needed to ensure the content was engaging, understandable, and actionable for a wide range of global advertising customers, particularly given the technical complexity and broad relevance of the topic. To help overcome these challenges, we focused on spotlighting customers from across varied industries and geographies, eliminating confusing or technical jargon, and sharing stories that naturally tied in Amazon Ads offerings.
We know that readers best connect with our content when we're able to show rather than tell. We set out to bring this feature to life and support our data by sourcing real-world examples of the ways that brands are connecting with sustainable shoppers. We talked to leaders from some of the biggest brands in the world to discuss their climate-focused initiatives and advertising campaigns. Anchored by the Higher Impact research, we synthesized these stories into a visual feature that led with data and supported that data with successful campaigns across industries and categories. This provided necessary context to illustrate research findings, while also giving brands the tools and learnings to bolster their own sustainable campaigns and initiatives.
“What Sustainable Shoppers Want” has helped increase visibility for Amazon Ads’ sustainability initiatives and advertiser offerings, consistent with our business and strategic messaging priorities. Most importantly, the reach and engagement for the feature show that we have successfully connected with leaders across industries to inform and educate them about sustainable business through the insights and learnings from our research. The sponsored article was a key piece of content that scaled the report’s insights and helped bring customer sustainability stories to life in an engaging way. Additionally, the article exceeded page view goals by +0.18%, as well as time on page benchmark by +36.6%.
