Sustainability and effectiveness in advertising are not mutually exclusive; in fact, they can complement each other in ways that benefit both businesses and the environment. Sustainability is an ever increasing topic in society and the media, and as such, it has become difficult to avoid questions around building a sustainable future.
The Consumer Shift Towards Sustainability
The question of how marketers can waste less and grow more has been racing through the minds of agencies for years. Findings from ‘The State of Sustainability study’ by IAB showed that 62% of consumers admit they are worried or stressed about sustainability and 58% prefer environmentally-friendly brands. The importance of sustainable advertising is more evident now than ever before.
Some brands are driving the shift toward sustainability, but most have heavily contributed to overconsumption and pollution. Globally, over two-thirds of people agree that if businesses do not act now to combat climate change, they will be failing their employees and customers, and it is clear that people expect advertisers to act for sustainability. At first glance, a clear conflict can be observed between effective advertising and sustainability; Advertising traditionally focuses on driving consumer demand, encouraging purchases and boosting sales, whilst sustainability aims to preserve resources, and prioritise long term environmental health, over short term commercial gains.
Can sustainability and advertising work together?
To answer this question, IPSOS research has evaluated key takeaways that they believe can help brands successfully change people’s behaviour and create a more sustainable future.
- Avoiding the “sea of sameness” – Simply adding sustainability claims to ads isn’t effective unless done thoughtfully. Ads need unique storytelling and visuals that truly show a brand’s commitment to sustainability
- Achieving a balance is crucial – Ads that blend brand and sustainability messaging tend to perform better. It’s important to show that sustainability is a core part of the brand’s identity.
- “Make it easy” for consumers – Offering practical solutions that encourage sustainable action. This could include tips for recycling or ways to reduce waste.
- Addressing the issue directly – Ads that confront sustainability challenges head-on tend to be more effective. Being open about environmental issues builds trust and connection.
- “Walking the talk” is essential – Brands must back their claims with real actions. This helps avoid accusations of greenwashing (false claims to be eco-friendly to attract customers) and shows genuine commitment to sustainability.
When facing the facts, and recognising that CO2 emissions from online advertising alone accounts for about 10 percent of the internet’s total infrastructure emissions, it becomes clear that advertisers have a responsibility to strive for a more environmentally friendly way of working. On top of that, we must take into consideration the waste that is generated through all the communications a typical business creates beyond advertising, in the form of admin, finances and processes. The least businesses can do is work towards finding a common ground between sustainability and advertising, which can be achieved by prioritising the entire lifecycle and impact of a campaign.
At Hunterlodge, our brand purpose is to help make the world a better place and we believe that sustainability and advertising effectiveness can go hand in hand. By prioritising energy-efficient strategies, partnering with eco-conscious platforms like GoodLoop, and working with our social media partners to refine our targeting so that we’re only reaching highly relevant users, reducing energy wastage, we help our clients achieve their goals while reducing environmental impact.
Let us show you how we can make your advertising more sustainable and impactful, aligning with both your business and environmental objectives. Contact nick.friend@hunterlodge.co.uk today to explore how we can support your sustainability initiatives and promote the projects that matter most to you.
