The target audience for sustainability ads is exactly who you think

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May 11, 2023 View in browser   By Jordan Wolman Presented by THE BIG PICTURE Minority groups are more likely than whites to be sustainable consumers. SURVEY SAYS — The data is pretty clear-cut on who brands should target for sustainability-related marketing campaigns: It’s younger urban women. A new predictive model from BlueLabs Analytics shared first with POLITICO scores American adults on their likelihood of making purchasing choices based on sustainability. Perhaps the topline takeaway isn’t too surprising. But BlueLabs, a Washington-based data science service, found some other interesting data points that could be useful for brands looking to figure out who might be persuadable. For one, the gaps based on gender, age and location were stark. Women were 19 percent more likely than men to say they'd made purchases based on sustainability, people aged 18 to 29 were 23 percent more likely to be sustainability consumers and people living in urban areas were 25 percent more likely. White people were the racial demographic least likely to be sustainability consumers, with Asian Americans and Pacific Islanders the most likely.   A message from American Beverage Association: At America’s beverage companies, we are committed to reducing our plastic footprint. That’s why we’re carefully designing our plastic bottles to be 100% recyclable, including the caps. Our goal is for every bottle to become a new one, so they don’t end up in nature. Learn more at EveryBottleBack.org.   A “sustainability consumer” is described as someone who responded to BlueLabs’ February survey of 1,800 American adults and said that in the last two weeks they had purchased a product or service because it was the environmentally friendly choice. BlueLabs then applied a model based on the survey to the country’s nearly 200 million adults to identify those most likely to make purchasing decisions on that basis. The model showed that people in communities of color were more eager to make purchasing decisions based on sustainability compared with white people, said Meagan Knowlton, director of sustainability practice at BlueLabs. Knowlton clarified that the model doesn’t address whether a person actually made the environmentally friendly choice, but rather focuses on the individual’s perception of whether they actively made a sustainable purchase. “It was the communities of color that were really exciting to us," Knowlton said. “We think that this is an area that brands should really move forward exploring when designing or advertising products.” The model identified 38 million Americans who rank within the top 20 percent of sustainability consumer scores — and in general, they’re more easily reached by digital and social media than cable TV or radio. Of those, 77 percent are women, with 37 percent being single women. About one-fifth are people aged 50 to 64. BlueLabs conducted the research and compiled the report, and no brands paid for it, Knowlton said.   GET READY FOR GLOBAL TECH DAY: Join POLITICO Live as we launch our first Global Tech Day alongside London Tech Week on Thursday, June 15. Register now for continuing updates and to be a part of this momentous and program-packed day! From the blockchain, to AI, and autonomous vehicles, technology is changing how power is exercised around the world, so who will write the rules? REGISTER HERE.     YOU TELL US GAME ON — Welcome to the Long Game, where we tell you about the latest on efforts to shape our future. We deliver data-driven storytelling, compelling interviews with industry and political leaders, and news Tuesday through Friday to keep you in the loop on sustainability.   A message from American Beverage Association:   Team Sustainability is editor Greg Mott, deputy editor Debra Kahn and reporters Jordan Wolman and Allison Prang. Reach us all at gmott@politico.com, dkahn@politico.com, jwolman@politico.com and aprang@politico.com. Want more? Don’t we all. Sign up for the Long Game. Four days a week and still free!   DON’T MISS THE POLITICO ENERGY SUMMIT: A new world energy order is emerging and America’s place in it is at a critical juncture. Join POLITICO on Thursday, May 18 for our first-ever energy summit to explore how the U.S. is positioning itself in a complicated energy future. We’ll explore progress on infrastructure and climate funding dedicated to building a renewable energy economy, Biden’s environmental justice proposals, and so much more. REGISTER HERE.     WHAT WE'RE CLICKING — Sustainable energy firms with less-than-stellar credit profiles are struggling to get funding as investors worry about their ability to repay, the Wall Street Journal reports. — The Washington Post, meanwhile, takes a deep-dive look at the environmental hazards linked to refining nickel, a mineral crucial for building EV batteries . — What becomes of electric vehicle batteries when they've worn out? Mining and trading giant Glencore wants to get in on the business of recycling them, according to the Financial Times.   A message from American Beverage Association: America’s leading beverage companies - The Coca-Cola Company, Keurig Dr Pepper and PepsiCo - are working together to reduce our industry’s plastic footprint through our Every Bottle Back initiative. We’re investing in efforts to get our bottles back so we can remake them into new bottles and use less new plastic.  Together, we’re:  Designing 100% recyclable plastic bottles – we’re making our bottles from PET that’s strong, lightweight and easy to recycle.    Investing in community recycling – we’re marshalling the equivalent of nearly a half-billion dollars with The Recycling Partnership and Closed Loop Partners to support community recycling programs where we can have the greatest impact.  Raising awareness – we’re adding on-pack reminders to encourage consumers to recycle our plastic bottles and caps.      Our bottles are made to be remade. Please help us get Every Bottle Back.     Follow us on Twitter Debra Kahn @debra_kahn Greg Mott @gwmott Jordan Wolman @jordanwolman Allison Prang @AllisonPrang   Follow us

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