What are consumers’ main expectations from brands in terms of sustainability?

Challenges, Initiatives and Insights

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The Responsible Brands in Europe study from RTL AdConnect (the international advertising house of RTL Group), charting consumer behaviour across four European countries, shows most people expect the media and brands to inform and advise them on sustainability and the climate crisis.

The study covered 4 countries – the UK, France, Germany and Italy – with a representative sample of 1000 individuals for each market, aged between 18 and 65. Despite varying figures from country to country on specific subjects related to sustainable habits, one consistent trend: 71% of those surveyed realize that the world is experiencing a serious climate crisis and 80% claim that they try to act sustainably.

Discover exclusive international testimonials, from Lucy Crotty, Cultural Insight and Strategy Lead at ITV, Jane Atkinson, SVP Global Production at Fremantle, Hannah Wickes, CMO at Ecosia alongside the ones of Gill Riley, Marketing Director at Quorn Foods, David Brussa, Total Quality Director at illy Caffè and Georgia Dellafior, Marketing Manager at Kiko Milano.


Jean-Baptiste Moggio

Jean-Baptiste Moggio

Head of Marketing, RTL AdConnect

Jean-Baptiste has been the Head of Marketing at RTL AdConnect since 2019, having originally joined the company in 2013 as a Country Product Manager. Jean-Baptiste previously worked for the independent strategy and management consulting firm Headlink Partners in Paris where he acted as a consultant specialising in customer relationships in the retail sector. Through his experience there he became an expert in Strategic Marketing. Jean-Baptiste holds an MBA in Marketing from ESSEC Business School, one of the world’s leading business schools.
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