For the first time, new preliminary studies using sophisticated statistical tools have confirmed the suspicion that exposure to advertising is related to damage to personal transportation choices, especially the demand for polluting SUVs. In contrast, the study found that exposure to information that encourages environmentally friendly transportation options has no effect on people’s demand for SUVs.
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It points out an innovative conclusion that reducing and eliminating SUV advertising can actually bring about lower impact and more climate-friendly transportation options more effectively, rather than just admonishing people to “do the right thing” through “green” messages.
Research – Advertising and demand for sport utility vehicles -Focus on the United Kingdom as an example of a wealthy, high-consumption economy, led by the world’s leading value, behavior and consumer culture authority Professor Tim Kaser.
It studies exposure to SUV advertising among people who own SUVs, have standard (non-large) cars, and do not have vehicles. Participants in the study reported their exposure to SUV advertisements and encouraging the use of greener travel options (such as using public transportation). The study has three main findings.
First, exposure to SUV advertisements is significantly positively correlated with current ownership of SUVs—for example, compared with people who report that he/she “rarely” contacts SUV advertisements, people who report that he/she “sometimes” “expose SUV advertisements have The probability of an SUV is 71% higher than that of a standard car, and the probability of owning an SUV is 250% higher than the probability of not owning a motor vehicle.
Second, exposure to SUV advertising is also positively correlated with the desire to buy an SUV—for example, people who report “sometimes” exposure to SUV advertising score almost half an SUV on the 5-review scale of desire to buy, instead of reporting “very high”. Few people are exposed to SUV advertising.
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And, thirdly, it’s interesting that, given that more general beliefs rely on the appeal of people’s better nature, by contrast, pro-ecological transportation information has nothing to do with SUV needs—this information actually seems to be overwhelmed by SUV advertising. .
“These findings suggest that governments and campaign groups trying to reduce carbon dioxide emissions from SUVs should at least focus on ending SUV advertising, just like sending pro-ecological transportation information to the public,” the report’s lead author Tim. Professor Kaser.
The reason for the report is that there is concern that the demand for SUVs is playing an increasing role in climate-damaging carbon emissions, and that advertising regulators have not taken enough action to oppose irresponsible car promotion.
On average, SUVs consume about a quarter more energy than medium-sized cars when they travel the same distance, and their market share has increased sharply in recent years. In 2010, SUVs accounted for 10% of new car registrations in the UK, but due to advertising spending shifting to SUV promotions, this proportion jumped to 42% by 2019.
One of the tobacco industry’s arguments against advertising control was later refuted because its advertisements did not “make people smoke”, but only affected the cigarettes they bought. The new study also cites other recent evidence that advertising does help drive car sales, and an event by car manufacturer Audi increased the sales of 133,000 cars between 2015 and 2017.
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The transportation sector accounts for approximately 25% of carbon dioxide emissions in Europe and approximately 34% in the UK. The special impact of increased SUV sales on the climate is It was recently determined by the International Energy Agency (IEA).
According to the International Energy Agency, in the past ten years, “SUVs have been the only area of energy-related emissions growth in advanced economies” and “nearly 97% of SUVs sold…use fossil fuel engines.” , And most importantly, “the reduction in oil demand due to the increase in the share of electric vehicles in the overall automotive market…was completely offset by the increase in SUV sales.”
“Our findings are consistent with other studies. Other studies have found that exposure to other ecologically damaging services (such as advertising for leisure flights and beef and other products) is related to higher demand,” said the co-author and associate professor of the report. , Monica Gillen Royo.
“The results of the study also expanded those An earlier study Research has found that Germans’ consumption of electronic products, fashion and leisure aviation flights has little to do with their exposure to environmental information, but their exposure to advertisements for these products and services has been positively predicted. “
Pollution
Taking effective actions to change transportation policies and infrastructure to make them more environmentally sustainable means that removing messages that encourage pollution choices from the cultural environment is at least as important as communicating green choices.
Although positive information about using public transportation, riding a bicycle, or buying a car that is less harmful to the ecology seems to be effectively overwhelmed by the promotion of SUVs, it makes sense to limit people’s exposure to SUV advertising. This seems to be a lesson that must be relearned why cigarette advertising should be stopped to protect public health.
However, this time, the potential benefits are much greater, including the ecological health of the earth.
The report calls for at least stop advertising The dirtiest third The most polluting vehicles sold in the UK, and the UK Advertising Standards Agency (ASA) and the Advertising Practices Committee reaffirm their commitment to combat climate change Implement new code Practice and actively implement SUV advertising.
There are also suggestions that creative agencies and their media partners refuse to advertise polluting SUV cars.Its findings will also be considered as supporting European Citizens Initiative (ECI)) End a series of advertisements for high-carbon products, including SUVs.
This author
Andrew Sims Is the co-director of the New Weather Research Institute, Rapid Transformation Alliance, deputy director Globally Responsible Scientist And a research assistant at the University of Sussex.He is the co-author of the report Advertising and demand for sport utility vehicles This is commissioned by New Meteorological Institute for Bad advertising campaign.
action
You can take action Oppose ads that contribute to climate emergencies.
