Almost 80% of consumers have changed their purchasing behaviour due to COVID-19 and brands naturally need to respect this. As a result, responsible concepts for the advertising environment propelled the dimensions of thinking about sustainable alternatives. When wanting to win consumers, brands need to respect this value shift.
So, how do we get the consumers’ attention? As Barbara Evans, Managing Partner at Mediaplus Group outlined: ‘’There is only one way of doing it and that is by understanding what's relevant to them because if communication does not respect or include these new values, it will not achieve personal relevance. And if we don't have personal relevance then we don't get the attention.’’
She showed how we can achieve sustainable communication within the media planning part in three different ways. And remember - there are many possibilities for responsible and sustainable communication we just have to use them and do it.