81% of sustainability ads lack credibility. And your campaigns?

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Is your Sustainability communication effectively helping your brand grow or rather putting it in jeopardy?

Let's test it!

Find out your score and benchmark your campaign performance

In collaboration with Prof. dr. Gino Verleye (UGent & VUB) and iVox research company, Bubka developed a survey that scores your ads on the 5 features that determine your ads’ credibility. Additionally, we’ll benchmark your score against 100 Belgian ads (national and international brand ads) previously tested.

Here’s what we have learned from testing 100 Belgian commercials:

  • 81% of sustainability ads lack credibility
  • only 13% of sustainability ads create brand preference
  • 63% of sustainability claims are not understood by consumers
  • 83% of sustainability claims are considered greenwashing

Key Takeaways from the study

Whe discovered the key drivers of credible sustainability communication. And this credibility deficit learns us that the storytelling of sustainable products does not follow the same rules as storytelling of conventional products.

Key takeaways study

We can send you the whitepaper or you can download the infographic here.

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Do the Fast Check and test your sustainability campaign

Your campaign will be tested online in a representative panel of n=200 Belgians 18+. Survey length is 5 min. The survey results offer you an insight in how credible your campaign is and on which aspects you can improve.

Get the most out of the research?

The Fast Check provides fascinating results, but it does not offer the full spectrum of insights and solutions. For the full Sustainability Brand Scan with extra insights on the determinants of credibility for your brand, as well as a concept ad test, please contact us

Let us Fast Check your campaign

Fill out the form

What is the timing? What is the budget?

The Fast Check research costs 1500 euro (excl. VAT). You will be invoiced upon delivery of the report. Data collection and analysis takes some time, so expect your report after 2-3 weeks.

Would you rather have a full Sustainability Brand Scan including more detailed results and a future-proof communication plan? Please contact us

What to upload - technical specs

Please provide creative campaign material from your lead medium in both language versions (if applicable), such as TV or radio commercial, print ad, online post… Choose the most important channel!
Technical requirements (having trouble delivering the right format? Please get in touch.)

  • TV/video: *.MP4 format (max. 6MB)
  • Radio/audio: *.MP3 format (max. 500kb)
  • Print ad, social post…: *.JPEG or *.PNG format (max. 300kb)

Do you want a Fast Check of your campaign?

Upload your (zip-)file or drop your WeTransfer or Google Drive link in the form below to share your ads. Fill in your contact details and add your VAT number.
Please provide creative campaign material from your lead medium in both language versions (if applicable), such as TV or radio commercial, print ad, online post… Choose the most important channel!

Free Whitepaper and the Book 'De Duurzame Belg’

Do you wish to learn more about our research and methodology? Tick the ‘White paper’ box in the form below.
We can also send you a free copy of the book 'De Duurzame Belg’ by post, if you're curious how Belgians think about sustainability.

Put here your WeTransfer or Google Drive link to share your files.
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