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April 12, 2023
Diving deeper into our 2022 Higher Impact research, we explored consumer sentiments from across Canada, Germany, Japan, the UK, and the US in connection with five industries (Fashion, Health & Beauty, Travel, Grocery, and Auto) to better understand how they feel about the role of brands around the issues of sustainability and diversity, equity, and inclusion (DEI).
Consumers expect travel and leisure brands to lead with their values and make authentic commitments to DEI and sustainability.
About 42% of global respondents believe it’s very important for travel brands to commit to DEI.
More than one-third (35%) of respondents will do their own research to confirm these DEI commitments.
Almost 4 in 10 (39%) respondents say that travel brands do not meet expectations when it comes to demonstrating commitments to DEI.
From inclusive hiring to making sure all clients feel valued, keeping the travel industry free from discrimination is key for consumers dedicated to DEI. The top ways that consumers believe travel and leisure brands can demonstrate their commitment to DEI include:
No.1 Not discriminating against travelers and/or employees
No. 2 Hiring people from diverse backgrounds
No. 3 Treating clients equitably
Over half of respondents (55%) want to see travel brands commit to sustainability.
Nearly half (42%) are likely to carry out their own research on sustainability efforts before supporting brands with their money.
While respondents noted that the top obstacle to making more sustainable travel choices was costFinclusin, they also wish they had more information about sustainable options and more information on what criteria they should even research when making travel purchases.
With nearly half (42%) of global consumers concerned about DEI in the travel industry and more than half (55%) concerned about sustainability, here are some actions that brands can take:
Source: Amazon Ads with Environics Research, 2022 Higher Impact study, CA, DE, JP, UK, and US