Raising the Bar of Sustainability Standards in Advertising

One of the most important discussions of the recent years around “climate change” and “sustainability” has brought a drastic change in consumer preference over the past few years. This “slow and steady” change in consumer psychology has apparently influenced the sale of many products of brands that do not conform to sustainable goals.

According to a study examining the future of sustainability on the consumers from the UK, the US, and southeast Asia, 83 percent of respondents (consumers) picked a brand that has a better record of sustainability. Also, companies that build sustainability into their core strategies are outperforming those that fail to show leadership – displaying an 18 percent higher ROI, 50 percent lower volatility of earnings, and 21 percent stronger dividends.

The global dialogue around sustainability has not just encouraged brands to adapt to the change but has made “Sustainability” one of the largest growing marketing trends across industries.

While brands are boldly talking about sustainability in their marketing ads, the moot question is, are they doing it responsibly?

The Rise of DOOH

As the world is going through the evolution and revolution in many things, advertising is also finding its new direction to adopt sustainability. While out-of-home media is not new (in fact it’s one of the oldest traditional media worldwide), digitization of outdoor advertising is occurring at a rapid pace and the market is responding quite well.

Digital Out-of-Home advertising helps reduce carbon emissions in the air against the outdoor ads that brands use for OOH advertising.  From the sustainability view, DOOH has several advantages which do not harm the environment. Instead of banner ads, digital displays can be used to showcase multiple messages sequentially without needing any extra materials. This is not it, the newer trends in DOOH like the programmatic marketplace, data-driven campaigns, is making the whole concept a cost-effective, durable and a multi-media format in advertising.

DOOH is widely used in cities like New York, Argentina, London, etc. The global spending on advertising DOOH is expected to grow 10.1 percent each year between 2018 and 2021, accounting for most growth in the OOH market.

Lead the Way in Environmentally Friendly World

With consumers more environmentally conscious than ever before, brands are under pressure to increase their green marketing efforts. Wonder, how do you do that?

Here’s a glimpse of the solutions brands can take to go green:-

  • Sustainable Packaging –

Sustainable packaging has become a huge market trend ever since the plastic has been banned in many countries. Brands are still under scrutiny by consumers on their packaging, and whether or not it’s eco-friendly. To champion environmentally friendly packaging, brands are using recycled materials to compose sustainable packaging.

Brands can run digital campaigns to flaunt the eco-friendly packaging of the product. Videos on the packaging can be done, exhibiting what materials have been used, and how it benefits the environment. This could be the game-changer marketing idea and will drive the sales and consumer focus towards the brand.

  • Waste Management Programmes –

Each company can use distinctive waste management programs to reduce waste. The manufacturers and retailers across industries can make their customers interested in preserving their products and preventing things that still have a value from going to the landfill.

Brands can partner with environmental waste companies to market their sustainable campaigns on recycling products. ADIDAS perfectly nailed the shoe-recycling campaign called “Sustainable Footprint”.  The multinational company collaborated with RCR Environmental waste company and ran the campaign in which customers could bring shoes of any brand into a store that Adidas then shreds so that they become alternative fuels and raw materials or AFR —unwanted items repurposed as raw materials for energy creation—instead of going into landfills and trash incinerators.

  • Energy-efficient products –

While technology would continue evolving the world, the leaders must ensure the innovations and efforts in clean technology and green energy to conserve nature. Tech companies can launch recycling campaigns in order to reduce e-waste in the world. Manufacturing of energy-efficient products is also the new trend picked up by brands like Dell, Google, Samsung, etc.

There is a lot more that could be done in the arena of green marketing as it’s becoming a global trend. If you’re looking for impactful and compelling campaigns to complement your sustainable marketing efforts then you can write to us at rupali@hyperionbcc.com. Our team will help you communicate the message with creative campaigns that could strike the chord of your target audience and drive sales.