Post by account_disabled on Feb 18, 2024 1:59:33 GMT -5
According to a new study by consumer goods giant Unilever and behavioral scientists from the Behavioral Insights Team (BIT), digital platforms can positively influence consumers to adopt more sustainable habits and join the current efforts of brands for decarbonization.
In recent years, social platforms such as Meta (formerly Facebook) and Twitter have come under fire for their lack of social responsibility in addressing problems such as hate speech and the spread of fake news. However, evidence that social media influences sustainable behavior reveals the urgency of regulating its approach to foster dialogue and participation around sustainable issues .
Social networks have the power to generate positive impacts
The study also reveals that 83% of people turn to social media for advice on how to be greener at home. In this context, social networks influence sustainable behavior more than television documentaries and government campaigns.
The evidence originated from the Middle East Mobile Number List creation of a simulated social media platform that showed people various types of content, and then the behavioral change was measured among a group of 6 thousand consumers from countries such as the United Kingdom, the United States and the United States. .and Canada. And, 75% of people were found to be more likely to adopt green behaviors after viewing social media content about sustainability.
Based on a list of 14 chosen sustainable behaviors, consumers could be inspired to try them after viewing them on social media. These included reusing leftovers to create a new meal, planning meals before shopping, freezing leftovers, purchasing a refillable bottle of shampoo or hand soap, and saving plastic containers to reuse later.
Promote responsible practices
The results also showed that the impact and influence to adopt more sustainable lifestyles is, by far, higher on social networks compared to other channels. Since 48% of people said they could change their behavior after watching a documentary. While 37% of respondents said they would change their behavior after reading about sustainability in the news, and only 20% said government campaigns would inspire sustainable behavior.
By region, the findings are equally relevant. The influence of social media was found to be significantly higher for people in the US, where 82% of respondents said the content had an impact, followed by 77% of people in Canada and 74% of people in the UK.
Likewise, respondents aged 18 to 34 were more likely to make greener decisions after viewing sustainable content on social media, with 86% saying they would change their behavior. Overall, 83% of people said they think social media platforms like TikTok and Instagram are good spaces to get advice on how to live more sustainably and responsibly.
Social networks in sustainable behaviors
Sustainable behaviors on social networks
According to the Intergovernmental Panel on Climate Change (IPCC) 2022 Report on Climate Change, Impacts, Adaptation and Vulnerability , a rapid 5% reduction in carbon emissions could be possible through changes in consumer behavior.
In this regard, Unilever emphasized that given the current crisis facing humanity, adopting small, sustainable changes on a large scale has the potential to make that significant difference in the fight against climate change. And the company's report suggests that social media can play an effective role in popularizing greener behaviors.
In recent years, social platforms such as Meta (formerly Facebook) and Twitter have come under fire for their lack of social responsibility in addressing problems such as hate speech and the spread of fake news. However, evidence that social media influences sustainable behavior reveals the urgency of regulating its approach to foster dialogue and participation around sustainable issues .
Social networks have the power to generate positive impacts
The study also reveals that 83% of people turn to social media for advice on how to be greener at home. In this context, social networks influence sustainable behavior more than television documentaries and government campaigns.
The evidence originated from the Middle East Mobile Number List creation of a simulated social media platform that showed people various types of content, and then the behavioral change was measured among a group of 6 thousand consumers from countries such as the United Kingdom, the United States and the United States. .and Canada. And, 75% of people were found to be more likely to adopt green behaviors after viewing social media content about sustainability.
Based on a list of 14 chosen sustainable behaviors, consumers could be inspired to try them after viewing them on social media. These included reusing leftovers to create a new meal, planning meals before shopping, freezing leftovers, purchasing a refillable bottle of shampoo or hand soap, and saving plastic containers to reuse later.
Promote responsible practices
The results also showed that the impact and influence to adopt more sustainable lifestyles is, by far, higher on social networks compared to other channels. Since 48% of people said they could change their behavior after watching a documentary. While 37% of respondents said they would change their behavior after reading about sustainability in the news, and only 20% said government campaigns would inspire sustainable behavior.
By region, the findings are equally relevant. The influence of social media was found to be significantly higher for people in the US, where 82% of respondents said the content had an impact, followed by 77% of people in Canada and 74% of people in the UK.
Likewise, respondents aged 18 to 34 were more likely to make greener decisions after viewing sustainable content on social media, with 86% saying they would change their behavior. Overall, 83% of people said they think social media platforms like TikTok and Instagram are good spaces to get advice on how to live more sustainably and responsibly.
Social networks in sustainable behaviors
Sustainable behaviors on social networks
According to the Intergovernmental Panel on Climate Change (IPCC) 2022 Report on Climate Change, Impacts, Adaptation and Vulnerability , a rapid 5% reduction in carbon emissions could be possible through changes in consumer behavior.
In this regard, Unilever emphasized that given the current crisis facing humanity, adopting small, sustainable changes on a large scale has the potential to make that significant difference in the fight against climate change. And the company's report suggests that social media can play an effective role in popularizing greener behaviors.