We have prepared the “Uwaga, ECO!” report in collaboration with SW Research and under the patronage of IAB Poland. For this study, we surveyed 1,000 respondents across Poland, representing different age groups, education levels, income brackets, and locations.
Our goal was to provide insight driven marketing knowledge that helps brands understand how consumers perceive ecology in everyday life and how it shapes their response to brand communication, especially in digital advertising.
What we wanted to find out?
When preparing this study, we wanted to move beyond declarations. Many consumers say ecology is important, but how much does it really influence behavior? Do they trust eco-friendly messages? Which actions from companies make them more likely to buy?
The report was designed to answer key questions such as:
- How important is ecology for Polish consumers in 2025?
- To what extent do ecological values influence everyday choices and shopping behavior?
- Which audience groups are most receptive to pro-ecological messages in online advertising?
- How do consumers perceive brands that highlight sustainability in their campaigns?
- What concrete actions from companies strengthen trust and purchase intent?
By addressing these areas, the report provides marketers with practical guidance on designing authentic and effective insight-driven marketing campaigns.
What’s inside the report?
The Uwaga, ECO! report combines numbers with expert voices. Inside you’ll find:
- Detailed demographic breakdowns (age, gender, income, city size) showing how eco-awareness differs between groups.
- Consumer expectations towards brands – including where customers draw the line between individual and corporate responsibility.
- Expert commentaries from marketing and sustainability leaders, helping translate insights into real-life strategies.
- Practical recommendations on how to build campaigns that are both effective and eco-conscious.
Key insights from the report
Ecology matters – deeply
67% of consumers consider ecology important in their daily lives, with women and people over 35 leading the way.
Sustainability shapes purchasing
60% of respondents actively choose eco-friendly products when possible, and 75% use greener transportation options, particularly in urban areas. Simple eco-habits like waste separation (80%) and using reusable products (89%) are now mainstream.
Digital advertising is under scrutiny
Consumers may not actively seek “eco ads,” but they value brands that take measurable action. Half of respondents said they are more interested in brands reducing CO₂ emissions in digital campaigns, and 46% would be more likely to purchase from such brands.
Authenticity over slogans
The data confirms what many marketers suspect: greenwashing is no longer tolerated. Transparent, verifiable actions drive trust; empty eco-claims do the opposite.
Who should read this report?
- Marketers & digital advertisers looking to align their strategies with consumer expectations.
- Brand managers responsible for sustainability communication and reputation building.
- Agencies seeking marketing insights and data-driven guidance to create authentic and effective eco-friendly campaigns.
Good marketing starts with understanding, not assumptions 👉 Download the full report here to gain the insights!
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