According to new research released this week by ad tech platform Teads, diversity, gender equality and sustainability have become increasingly important to consumers.
The platform claims that it will be vital for brands to tap in to these attitudes if they are to have a positive impact on consumers during the upcoming 2022 FIFA World Cup, an event which will generate a global TV audience of billions.
Teads’ research also found that online advertising around the tournament will be key to maximising brand exposure, with 71% of fans checking scores online and 51% reading online articles about the matches.
With 70% of UK adults saying that they intend to follow the tournament, the World Cup will be a crucial opportunity for businesses looking to maximise their golden quarter revenue.
As attitudes have increasingly shifted over the past decade however, a majority of fans now say that they want to see more Environmental, Social and Governance (ESG) in the ads they interact with, with 63% wanting World Cup ads to promote diversity and 61% wanting ads to promote gender equality.
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“The World Cup is always a massive draw for brands to get in front of consumers glued to their screens with the hope that football will, once again, come home,” Teads head of insights, Henry Vernon said.
“This year will be even more special as it will be hot off the heels of the fantastic win by the Lionesses at the Euros, but consumers expect to see the gender equality that was highlighted during the competition to carry on into the men’s World Cup.
He added: “Brands have a real opportunity this year to ensure they aren’t scoring an own goal and actually engage with consumers in the way they expect – by authentically showing gender equality, diversity, and sustainability.
“This needs to go beyond brand messaging, and be put into play by advertisers supporting quality publishers with their media budgets, as consumers turn to trusted news sources for their football fix.”
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