Over the past century, the advertising industry has evolved from showcasing products to building emotional connections and shared values. As competition between mediums grew — with TV, radio and billboards vying for consumer attention — advertising narratives shifted from the ‘what’ to the ‘why’, focusing on how products make consumers feel. Social media has accelerated this evolution, driving brands to engage in meaningful conversations with their audiences.1 Whether a consumer chooses a brand now rests on the expectations, memories, and relationships it fosters — ultimately, the social value it offers to consumers.2
The emphasis on shared values has not only humanized brands, but also positions them to play a role in driving social change. While advertising is not the primary pioneer of social transformation, advertisers have the power to utilize our massive daily consumption of advertising to accelerate progress. The industry has already applied these principles in amplifying marginalized communities — and it can leverage its communication superpowers to build a shared sense of urgency and responsibility for climate action.1
Dagmara Szulce
Sustainability: Creating Brand Value
With the digital revolution continuing to open new channels and new consumer markets around the world, CEOs, CMOs, and CFOs — who understand the tangible and intangible assets contributing to the creation of brand value — can have a significant business and economic advantage. As consumers become more aware of environmental and social issues, they are increasingly taking into account a company's sustainability practices when making purchasing decisions. If a company is perceived as not being environmentally or socially responsible, it may lead to negative perceptions of the brand, and ultimately result in a decrease in sales and customer loyalty. However, many marketing and financial teams struggle to connect these dots and, as a result, underestimate the significance of their brands to business.
CMOs should consider incorporating sustainability — in an authentic way — into their marketing strategies to appeal to conscious consumers to mitigate brand value erosion. The economic and environmental crises are having a profound impact on consumers’ perceptions towards brands. Sustainability is increasingly a priority for consumers when purchasing and, as a result, sustainability perceptions have an increased impact on brand valuation.
Expectations have shifted from “do no harm” to “must create positive impact”. If brands do not push to transform their business into a sustainable one, they, more than ever, risk their bottom line. For many consumers, purchasing a product now requires an alignment on ethical grounds.
International Advertising Association is the only global association that represents all spheres of the marketing and marketing communications industry. We partner with leading global consulting firms to serve the marketing communications industry as the global compass in the ever-evolving marketing communications world. For over 80 years, IAA has played a strong role in reporting the latest trends in the industry to provide valuable insights for CMOs to understand “what’s coming next”.
Our research shows that the world’s biggest brands, whether they are seen as sustainability champions or not, have hundreds of millions of dollars’ worth of value contingent on how sustainable they are perceived to be. By highlighting the financial value that is dependent on sustainability perceptions, we hope to harness businesses’ profit motive — moving them past the point where they see sustainability as a ‘hygiene factor’, to a point of rapid, concerted action.
IAA believes that in a fragmented and always evolving global marketplace, the marketing communications industry could benefit from a global perspective and a global framework. We believe the world would be a better place if we worked together as an industry to leverage brands and help create a more sustainable world for consumers, communities, and for the planet.
The advertising and marketing industries are frequently criticized for promoting consumerism. Looking at rates of plastic pollution, human rights abuses committed to produce consumer products, and the rise and fall of microtrends, one would be remiss to neglect the immense role of advertising and marketing in driving the climate crisis. But there is also potential: These industries don't just push products — they shape how people think and behave. They influence culture. So how can we use their superpowers to supercharge climate action?
The basic goal of advertising and marketing is to sell. But many within the sector want to be more sustainable, and contribute positively to the climate conversation — but they just need direction. Some creative professionals in these fields have already started, coming up with innovative ideas that don’t just boost sales but also promote more sustainable choices. By influencing major global brands, they have the potential to make a real difference.
"The communications industry will play a gigantic part in the green transition. Right now, few brands are taking into account emissions from their value chains, and within that, their downstream customer-related activities. But soon, many will need to, since those value-chain emissions can represent up to 90% of Scope 3 emissions for consumer-facing companies. Just around the corner, companies will be looking to lower the emissions associated with consumer use and post-use emissions like, for example, the energy used to heat water while using their shampoo. Soon, businesses will need to decarbonize what’s beyond their control: us. A huge shift in consumption behaviors is needed and will be driven by persuasion. The creative world brings relevance and growth faster than most other cultural levers. Advertising has always been important. Soon it will be essential."
The global advertising industry, a $600 billion sector, exerts an immense influence on society, behavior and consumption patterns. The carbon emissions generated by advertising campaigns pose a considerable hurdle to companies’ Net Zero plans, with even moderate campaigns coming with a significant carbon footprint. Further, as the cost of carbon offsetting continues to rise due to rising demand and anticipated regulations,3 strategies that avoid emissions should be the focus for the industry — especially considering the concerns surrounding long-term value of carbon offsets.
But the industry’s responsibility doesn’t stop there: As the engineers of demand, advertisers can expedite the transition to a Net Zero economy, aligning with both profitability and sustainability. The concept of "Advertised Emissions" – carbon emissions associated with the industry's core function – is gaining traction, arguing that beyond just measuring operational footprint, the advertising industry can leverage its unique skills to tackle the climate emergency purposefully. In the UK, emissions from advertising in 2019 accounted for 186 million tonnes of carbon dioxide equivalents — almost half the size of the UK’s total domestically produced emissions.4
CASE STUDY
Purpose Disruptors
Purpose Disruptors was founded by Lisa Merrick-Lawless, Rob McFaul and Jonathan Wise in February 2020. They are ex-advertising and marketing communications industry leaders awake to the climate crisis, with the mission to catalyze the advertising industry’s climate transition to be in line with the IPCC’s 1.5 degrees global warming target. They share a vision of an advertising industry transformed to be in service to a thriving future.
Purpose Disruptors has built an influential network of creative agencies, media agencies, awards bodies and industry bodies. And in the last three years, they have built a credible reputation and proven track record for leading on climate and a growing community of over 4,000 advertising insiders working together to reshape the industry. As the architects of demand, the industry will play a decisive role in helping society shift away from our current high-carbon lifestyles, towards low-carbon alternatives. Through their work, they invite the industry to make more conscious choices about how they use their skills.
Purpose Disruptors operates across five pillars: measurement, education, creativity, leadership, and community. Measurement is key, with the concept of 'Advertised Emissions' reflecting the carbon impact of consumption driven by advertising. This is calculated and reduced with the help of industry leaders, and the methodology aims for a 50% reduction by 2030. In the realm of Education, their #ChangeTheBrief Alliance offers insights on sustainable advertising choices and aims to normalize sustainable behaviors. Creativity envisages a future of improved human and planetary wellbeing through the Good Life 2030 project. Leadership is built by working with professionals on personal and organizational transformation, while Community is nurtured through their network of over 4,000 industry insiders, promoting collaborative, supportive networks for systemic change.
Our current approach to advertising is unlikely to be effective in creating the level of climate action and engagement we need. In fact, experts warn that it could even further polarize the debate5 and that the advertising industry risks more stringent regulations and bans from public authorities if it fails to self-regulate, hindering the industry’s ability to drive positive change.6 With the right support and evidence-based foundations, advertising can use its superpowers for good.
Positivity and accessibility should be at the forefront of creative communications, reinforcing that sustainability is an upgrade rather than a sacrifice and offers superior functional, emotional, and social benefits. Sustainability should be portrayed as normal, everyday living, with visuals of sustainable products and services seamlessly integrated into mainstream culture. The future should be depicted as easy and desirable, promoting the idea that most solutions already exist and can be implemented with joy. Utilizing new technologies can support futuristic sustainability efforts and reach tech-savvy audiences, as demonstrated by the World Wildlife Fund’s use of NFTs,7 with its innovative and novel tech-forward generation into conservation.
As the biggest engine of societal change, the advertising sector plays a crucial role in facilitating the world's transition towards a low-carbon, sustainable economy. It needs to help reshape people’s demands and expectations towards sustainable, low-emission products and services, making them attractive and desirable. Despite the industry itself not being a direct heavyweight emitter, its influence extends far beyond its own carbon footprint. It wields power not just in its capacity to shape consumer behavior, but also to redefine societal norms and expectations towards more sustainable, low-emission products and services.4
Christopher Moscardi
Transforming Advertising for Sustainability
Sustainable behavior is often at odds with advertising, as promoting consumption can lead to increased materialism and negative environmental impacts. Data supports that individuals who consume more also have a greater likelihood to act in less environmentally friendly ways, further exacerbating the climate crisis. It’s important to acknowledge, however, that advertising can have a significant influence on the behavior and emotional responses of its consumers. Green marketing can harness this influence by tapping into emotional and psychological drivers, to encourage pro-environmental behavior. By highlighting the positive benefits and gains of eco-friendly choices, green advertising can inspire consumers to make conscious and responsible choices.
With tailored messaging that is focused on the positive co-benefits of environmental goals, consumers may experience an anticipated effect of well-being, fulfillment, and pride. This can also build a sense of community, as other individuals engage in the same consumer behavior. Leveraging this insight, green marketing can encourage greener consumption, fostering an increased desire for individuals to fit within a wider movement.6
Conscious consideration of the environment and sustainability has become an important factor in consumer decision-making. In a recent survey, a third of individuals acknowledged that sustainability influences their purchasing choices, indicating an upward trend in consumer behavior towards environmentally responsible practices.8
Increasingly, young people identify as "planet protectors" and favor sustainable brands — which in turn influences businesses to adopt eco-conscious strategies. It's not just about environmentally-friendly products: young consumers desire brands embodying ethical values and corporate responsibility. The advertising should participate in that shift by urging brands to consider their ecological footprint or risk aversion. Advertisers' ability to capture young generations' loyalty hinges on promoting responsible brands committed to sustainability. To remain competitive and relevant, today's brands must display a genuine dedication to environmental practices — aligning with the rising eco-conscious consumer demographic.
Younger people and women typically show more concern for climate change, while older demographics and men are less worried. Women tend to be more influenced by sustainability across all ages.9 Economic vulnerability reduces support for climate policies, more so among men due to their financial risk sensitivity. This ties in with societal gender roles where men focus on economy and women on care. As men age, they are less likely to see economic growth as environmentally harmful. Women, on the other hand, more frequently support egalitarian policies and social programs.10
The integrity in which brands showcase this commitment is essential to establishing customer trust. It’s imperative that brands are mindful of greenwashing tactics that communicate erroneous or deceptive claims regarding their environmental credentials. Even individuals with extensive environmental knowledge may not always be able to detect greenwashing in advertising, failing to perceive these claims as misleading.11 Although products and brands with sustainable attributes are generally received positively, greenwashing can exploit eco-conscious consumption decisions. There is evidence that indicates that greenwashing can also erode trust among consumers who have higher environmental knowledge, thereby fostering skepticism and distrust.12
Given the influential role of the advertising industry in shaping attitudes, it is essential to dedicate efforts towards motivating older demographics, and bridge the gap between men and women's perceptions of climate issues — for example, research shows men are more likely to respond to motivational messaging, rather than sacrificial messaging. By choosing messaging that highlights solutions and the benefits of addressing climate change, we can create greater impact and motivate a broader range of people to take action.
As we explore in The Rise of the Youth Climate Movement, young people are key to driving climate narratives and progressive policies. Brands and industries have a unique opportunity to tap into this audience, as Gen Z now make up a fifth of the population of the US, and a quarter of the global population. But in order to connect with young people successfully, brands will need to put their money where their mouth is.
Gen Z are critical consumers significantly influenced by their values, particularly sustainability and social justice. They are digitally active, with a preference for streaming services and social media platforms like YouTube, Instagram, TikTok, and Snapchat. They expect brands to be authentic, engaging, and conscious of their social and environmental footprint. Brands that address climate change and incorporate sustainability into their marketing efforts are more appealing to this generation - Gen Z desires brands to take a stand on social justice issues beyond just promotional campaigns. Influencer marketing remains a potent tool to reach Gen Z, but they value authenticity in such partnerships.13
Herve de Clerck
Advertising Can Be Part of the Solution
I have dedicated all my business life to advertising and marketing, first as a copywriter, then a marketer, a researcher, an adman and media executive. I’ve been lucky to start my career at a time when our focus was to create dreams for large audiences. Our heroes were the likes of Bill Bernbach and David Ogilvy. Advertising was all about consumption, and responsibility was not part of our daily vocabulary. Advertising for good causes was mainly an opportunity to feel useful and win awards.
We are part of the problem, so let’s be part of the solution. At the dawn of this century, things changed (slowly) when consumers began to realize the importance of social and environmental realities and brands wanted to meet these expectations. Since then, Adland jumped on the Sustainability bandwagon accelerating the pace of change for Good.
The advertising industry has increasingly embraced sustainability and purpose-driven strategies, responding to consumer pressure to be more responsible in their practices. Authenticity, transparency, and trust are now seen as essential elements of the marketing mix, reflecting a growing recognition that consumers are seeking brands and companies that are committed to social and environmental responsibility.
Overall, the potential for good in the advertising industry lies in its ability to use communication and marketing to drive positive change, whether by promoting responsible consumption, advocating for social and environmental issues, or supporting purpose-driven companies and brands — keeping the magic of storytelling and creativity.
While it’s challenging to establish a direct link between advertising expenditure and negative environmental impacts, there is no denying that advertising influences consumption, investment, and economic growth. Advertising’s impact on climate change is tied to its promotion of materialism and consumerism, as these factors often drive purchasing decisions based on status, or what we perceive as desirable (see The Psychology Of Climate Change).6
Green advertising has the power to guide consumers towards a low-carbon culture by providing accurate, evidence-based information and tapping into psychological processes such as moral satisfaction, affinity to nature, and fear responses. To effectively drive this shift, the advertising industry should take a holistic approach by not only reducing its own footprint, but also influencing individual decisions and promoting a culture of climate protection.6
“Advertising can capture a significant proportion of this spend, if it can reinvent itself from the demand-creator of the industrial age to the participation- driver of the regenerative age.”
Green advertising can utilize non-climate emotional cues that are linked to tangible benefits and therefore perceived as attractive, such as health. It can also capitalize on our inherent wish for social approval — and associated emotions of wellbeing, fulfillment and pride — by highlighting the social benefits of eco-friendly behaviors. Visual cues such as nature images and green colors are central to green persuasion, as they can evoke emotional experiences similar to direct contact with nature — leading to improved ad recall and more positive attitudes towards it.
Lisa Merrick-Lawless
Redefining What a Good Life Looks Like
Despite widespread concern about climate change, only a small portion of citizens in the US and UK commit to make individual behavior changes necessary to meet climate targets. That means for many more, the mainstream climate narratives aren’t resonating.
What’s more, the advertising industry, with its emphasis on a “good life” of status & wealth, is itself creating a counter-version of a good life that’s taking us in the opposite direction.
Advertising reformers Purpose Disruptors have developed the Good Life 2030 project to invite a reimagining of what an alternative “good life” might look like. The project looks ahead to 2030, to mark the UN’s critical milestone for halving emissions, while appreciating human & planetary wellbeing will mean tackling far more than just carbon.
Key to the project are real citizen visions of a Good Life in 2030. Since 2021, we have been tracking the future visions of citizens representing the UK “climate mainstream” - 42% of the population who are concerned about climate, but resistant to taking climate actions like flying less or adopting a plant-based diet. The source of this dissonance is clear: in the dominant cultural narrative of a Good Life — one of status and wealth — these choices feel like compromise and loss. However, when given a chance to reflect on what really matters and imagine their own future Good Life, citizens share a coherent vision of a life with a stronger sense of connection: to themselves, to others and to nature. Anchoring in latent and untapped citizen values provides a powerful foundation for shifting social norms at the surface level.
People working in advertising are architects of desire. Their work shapes our understanding of a Good Life. So what if they could help shape a new narrative of the Good Life, one that champions connection over consumption?
Similarly to other climate communication approaches, green advertising can focus on prevention of environmental degradation through depicting climate change threats and evoking fear responses, which in turn lead to increased pro-environmental behavior. However, fear activation should always be accompanied by accessible and evidence-based information on what consumers can do to decrease the threat — otherwise, this approach can diminish consumers’ perceived self-efficacy and motivation to engage in pro-environmental behavior.6
The challenge that lies ahead is not merely to decarbonize the advertising industry's own operations, but to accept and embrace its broader environmental responsibility. As a formidable driver of societal change, the advertising sector must harness its unique powers – its creativity, imagination, strategic planning, analytics, and ability to activate change – to redefine the narrative around sustainability.4 The call to action is clear: The industry needs to go beyond reducing its operational emissions and start promoting a sustainable, low-carbon future, effectively using its superpowers for the greater good.
CASE STUDY
Celebrating Advertising for Good
By Herve de Clerck
ACT was founded in 2001 by Adforum employees in response to the 9/11 attacks. The organization's name stands for Advertising Community Together, and the tagline at that time was "It's our business to help." The call was for the ad community to create ads against violence and terrorism and offer a way for the industry to express their solidarity by donating their talent - creativity. Despite the lack of social networks at the time, in just a few months, the community reacted by sending hundreds of creative works from all around the world.
For their 20th anniversary, ACT looked back in the database and analyzed 27,864 ads and 14,869 campaigns created by over 4,000 agencies for 6,200 advertisers in more than 116 countries. While the United States, United Kingdom, and France account for a large percentage of the campaigns identified, impressive ads are created by agencies from all around the world. In the latest years they have seen that agencies from South America for example have caught up with the United Kingdom and Northern Europe in terms of the number of campaigns. This suggests that there is a growing diversity of perspectives and approaches to advertising challenges that are emerging from different regions. It's always interesting to see new and original creative ideas coming from different parts of the world, and this diversity can bring fresh perspectives and approaches to advertising challenges.
It is exciting to watch through ACT's collection of ads the evolution of the advertising industry's approach to social and responsible advertising. It started as a response to a specific event, and then grew into a broader movement to promote good causes through advertising. However, as the industry started to use social and responsible advertising to win awards or attract talent, it faced criticism for being insincere or opportunistic. The emergence of greenwashing and social washing further complicated the issue, highlighting the need for genuine commitment to social and environmental responsibility. It's important to continue promoting responsible advertising and encouraging companies to use their power to make a positive impact, but it's equally important to ensure that this is done with sincerity and authenticity.
Over the years, advertising has undergone a transformation with the rise of digitalization. Previously, television spots, print, and outdoor advertising were the primary distribution channels until 2005. However, the advertising landscape has since diversified into an array of over 15 different media, reflecting the multimodal digital world we live in. In response to these changes, advertising creativity has adapted to new formats and conventions.
It's noteworthy to recognize that new players in the advertising industry, such as social media, apps, music videos, and games, have now become important platforms for creative and impactful campaigns. With these new channels, there are now wide possibilities for efficiency strategies, and the ability to track, analyze, and target with Big Data. These changes have also opened new opportunities for NGOs to partner with agencies to test the latest innovations and demonstrate to their clients the incredible possibilities offered by digital technology. It's obviously only the beginning.
Marketing has a unique place in the corporate world, as it’s closely tied to a company's success or failure, often serving as the mainline for brand interactions with consumers. The strategies they employ can make or break a brand's reputation, which gives them a big responsibility. By prioritizing sustainable practices from within the industry, marketing can positively influence stock values, public perception and the wider brand landscape. When marketing moves away from greenwashing and instead promotes impactful initiatives, it can inspire other departments within a company to adopt similar practices, leading to wider sustainable transformations.
David Fenton’s communication rules for activists
ENSURE YOU ARE REACHING PEOPLE BY USING ADVERTISING. Don’t assume your message is reaching the public. People can only act on information that reaches them. While you may not like a world awash in advertising, that’s the world we live in. If you’re not buying attention, you risk getting none. Digital advertising usually costs far less than most progressives think. You can also drop advertising bombs to change narratives and make news.
REPEAT, REPEAT, REPEAT YOUR MESSAGES. People learn from incessant repetition, which sticks in the brain, changing its very circuitry. Therefore, only repetition of simple messages changes public opinion. Only when you are sick to death of saying the same thing over and over do you have any chance of breaking through. Repetition also creates political pressure on leaders. They know one-time messages or actions, like a demonstration, go away. Repetition forces leaders to pay attention.
from the activist's media handbook
Purpose-driven marketing in business is gaining increasing importance, as highlighted by a survey where the number of CEOs prioritizing purpose and its connection to strategy for long-term value creation rose from 34% in 2021 to 64% in 2022.14 'Purpose' can be defined through four models:
- Profit-centric purpose emphasizes maximizing shareholder returns and profit
- Surface purpose firms signal their commitment to purpose without truly integrating it into their actions
- Transitional purpose firms are committed to purpose, but are cautious about communicating such efforts until they are more deeply integrated into company strategy and behavior
- Deep purpose organizations fully embrace their purpose as it aligns with their existence, identity, and strategy for creating stakeholder value. However, it's worth noting that the 'surface' and 'transitional' purpose models are not indicative of long-term stability.1
Matteo Ward
Fashion needs to step up
Culture's role in sustainability is deep-rooted. Looking into the history of unsustainable fashion, we find that political decisions from the 1600s to 1800s laid the foundation for today's fashion industry. The motives then mirror today's, they’re just amplified by modern technology.
In 1792, Alexander Hamilton promoted the industrialization of the US in congress. He recommended that the US should exploit women and children, water, and focus on fashion. The justification for this exploitation was rooted in a culture that viewed nature and humans separately, placing us as superior. In contrast, Indigenous communities embody sustainability. They see the land around them as family, and live in a symbiotic relationship with nature.
The fashion industry isn't just about clothes — it's a reflection of culture. In the 21st century, the role of clothes encompasses everything, including how we relate to other people and the world around us. I sincerely believe that if we can drive a fashion revolution, we can drive a global revolution.
Research shows that there are thousands of different chemicals in our garments. Our skin absorbs everything we wear, the first studies on this go back all the way to the 1960s. Some of these chemicals are carcinogenic, and their full implications are yet unknown. This is why we aim to educate corporations, consumers, and lawmakers alike, to ensure better products and policies for all.
What's really resonated in our approach is tapping into the emotional side of things rather than just focusing on scientific facts. We need education and communication at the same time. Our recent documentary "Junk” on Sky Television was produced to reflect just that. In fashion, buying is an emotional process. It's not just about hearing that a piece of clothing is sustainable, or seeing some data on a tag.
We rolled out “Junk” in schools and made the episodes freely accessible for educational use. The impact was palpable — even the European Commission even took notice. But still, most of the people we reach are already on the sustainability train. There’s this conspicuous "value-action" gap, where good intentions around sustainability don't always turn into action. Cost is one barrier, but emotions and psychology are monumental. To address this, we leaned even more into understanding neuroscience and building that emotional connection with our audience.
We need to cut the crap and halt the greenwashing. There's such an overuse of the term 'sustainable' that it's become cringeworthy. Brands must be vulnerable and acknowledge that true sustainability doesn't exist. No piece of clothing can be fully sustainable, but we can mitigate its harm, redistribute value, and maximize social impact. Being transparent and realistic, rather than flaunting vague numbers and promises, is essential.
The whole "I'm greener than you" game brands play is childish. They're playing with our futures. Brands can genuinely make a difference by inspiring consumers in engaging ways, like urging them to use products longer. Brands need to focus on thing that truly resonate with people — it's not about how much data you can cram on a tag. Such strategies may have worked in 2015, but not today. Brands should help consumers navigate the sustainability maze, and become the best version of themselves. It's about a mutual journey, accepting no one is perfect. They need balance in their messaging.
75% of consumers have raised their expectations of businesses since the COVID-19 pandemic. In response, the Future of Good report lists 43 emerging trends across technology, fashion, investing, transport, food, entertainment and a number of other sectors, all focused on tackling the world’s biggest problems.16 Impact areas include sustainability, diversity and inclusion, mental health, social justice, climate change as well as civic activism and voting.
The report also finds that doing good is a win-win: According to data from Accenture Strategy, surveying nearly 30,000 consumers across 35 countries found that brand purpose drives growth, as 63% of consumers prefer to purchase from purpose-driven brands.17 Kantar Consulting’s Purpose 2020 report stated that brands with purpose grow twice as fast as others,18 largely due to their increased popularity with millennials and Gen Z.19
CASE STUDY
Natura is setting high standards for the business community
Natura, a leading Brazilian multinational specializing in cosmetics, has a reputation for its robust commitment to sustainability and responsible business practices. Natura was the first public company and the largest enterprise to receive the B Corp certification, which evaluates companies based on their relationships with the environment, employees, customers, the community, and their adherence to high standards of corporate governance.
Natura's commitment to sustainable business practices forms a key part of its growth strategy. The certification process helped the company identify multiple areas for improvement. As a result, Natura undertook significant strategic initiatives, including a partnership with UEBT (Union for Ethical Biotrade) which aims to ensure a rigorous external audit system for Natura's Amazon supply chain.
This commitment to sustainability, transparency, and social responsibility has strongly resonated with its stakeholders and consumers — in a world where consumers are becoming increasingly conscious of their environmental and social impact, Natura's approach positions it as a trailblazer in marrying business growth with sustainable and responsible practices.20
Social media companies such as Google and YouTube have started taking a more proactive approach by cracking down on ads promoting climate misinformation and demonetizing misleading content. There is now an increased understanding that historically underrepresented groups don’t just need representation, they need products that are made for them, and help with access to investment and resources.16 Further examples include metaverse activism (such as recycling projects and fundraising in video games), AI used in hiring and social media feeds to ensure diversity and inclusivity, apps promoting mental health and wellbeing.
The shift towards purpose-driven sustainable business will necessitate a new level of collaboration: While 78% of climate leaders in business see their Chief Sustainability Office (CSO) or CEO as their day-to-day lead in delivering Net Zero targets, 46% say that multiple departments are involved in making the shift.21 When engaging in purpose-driven marketing, brands must be careful to not just run purpose-driven campaigns, but also take action on them so as not to risk falling into greenwashing or wokewashing.19 A 2019 survey showed that only 34% of people actually trust the brands they buy from and 53% think that brands ‘trustwash’ or are not as committed as they claim to be22 — highlighting the need for brands to practice what they preach.
Current policy visions are usually communicated by focusing on particular technologies - such as renewable energy and electric cars - without embedding them into the larger systemic and social context. Researchers argue that instead of focusing on these smaller targets, broader visions imagining whole worlds rather than isolated elements could lead to stronger results.23 And this approach should be reflected in the way we restructure the media environment.
Thomas Kolster
A Marketing Plan for Climate
Our industry is digging its own grave (or trench) on climate. The ad industry is proven to fuel growth. One report, Ad Pays, from the Advertising Association, shows that advertising alone in the UK adds £120bn to the GDP by raising economic activity and boosting productivity. What’s critical right now is urgency. No more goals around 2030, 2040 or 2050. Everyone on this blue planet should be aware of what they can do right now to lower their carbon footprint and how they can be part of the systems change needed.
The climate debate has turned into a bickering kindergarten where complex challenges have turned into a black-and-white worldview. We can’t just keep pointing fingers at each other: citizens at businesses, activists at governments, our industry at legislators. It’s OK to disagree; what matters is our ability to find the best compromise together. We need to challenge each other to create progress.
Secondly, we ad folks don't hold all the answers and we desperately need to invite more diverse stakeholders around the table to find the fresh required answers. One good recommendation for today’s marketing plan: think about how you can still increase market shares while drastically lowering your carbon footprint because, in the western world, your average citizen has a planetary footprint three to five times higher than it should be. As an industry, we have an obligation. This is what should keep everyone in marketing up at night.
By using their creativity in a new way, advertising and marketing can help shift people’s mindset. Instead of just being consumers, people can start thinking more like informed citizens who make choices based on more than just price or popularity. For brands, this isn’t just good for the planet — it’s also good business. As the data has shown, people appreciate and support companies that care about the environment. To make a real difference, the advertising and marketing sectors should collaborate with experts outside their usual networks. By teaming up with scientists, local communities and policymakers, brands can be part of genuine change — future-proofing both their business and our collective future.
Emerging Technologies
As climate impacts become ever more pressing, Artificial Intelligence (AI) and Blockchain are emerging as potential technological solutions. However, the integration of these technologies presents its own set of challenges, including governance concerns and issues of trust. While technology presents promising solutions, strategic implementation is key to realizing its full potential for a sustainable future.
Keep reading
- Scheybani O. How advertising has become an agent of social change. Medium. Published January 16, 2019. Accessed August 28, 2023. https://medium.com/@moonstorming/how-advertising-has-become-an-agent-of-social-change-148aa0ef303a
- Business Standard. Can advertising affect social change? Business Standard. Published December 29, 2013. Accessed August 28, 2023. https://www.business-standard.com/article/management/can-advertising-affect-social-change-113122900633_1.html
- Kirk R. Advertisers must adopt a “lean” mindset as the demand for net zero media plans grows. WARC. Published 2022. Accessed May 23, 2023. https://www.warc.com/newsandopinion/opinion/advertisers-must-adopt-a-lean-mindset-as-the-demand-for-net-zero-media-plans-grows/en-gb/5639
- Purpose Disruptors. Advertised Emissions - The Temperature Check 2022; 2022. Accessed May 29, 2023. https://static1.squarespace.com/static/5cdeba54c2750a0001b399a0/t/63887cf13140c76b88de6dad/1669889269360/Advertised_Emissions_Report_2022_v1H_pages.pdf
- McLoughlin N, Corner A, Clarke J, Whitmarsh L, Capstick S, Nash N. Mainstreaming Low-Carbon Lifestyles. Oxford: Climate Outreach; 2019. https://climateoutreach.org/reports/mainstreaming-low-carbon-lifestyles/
- Hartmann P, Marcos A, Castro J, Apaolaza V. Perspectives: Advertising and climate change – Part of the problem or part of the solution? Int J Advert. 2023;42(2):430-457. doi:10.1080/02650487.2022.2140963
- Accenture Song. A Primer on Sustainable Communications. Published online 2022.
- YouGov. American Sustainability Survey. Horizon Media. Published 2023. https://yougov.com
- McCright AM. The effects of gender on climate change knowledge and concern in the American public. Popul Environ. 2010;32(1):66-87. doi:10.1007/s11111-010-0113-1
- Arbuckle M, Mercer M. Economic outlook and the gender gap in attitudes about climate change. Popul Environ. 2020;41(4):422-451. doi:10.1007/s11111-020-00343-9
- Parguel B, Benoit-Moreau F, Russell CA. Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing’. Int J Advert. 2015;34(1):107-134. doi:10.1080/02650487.2014.996116
- do Paço AMF, Reis R. Factors Affecting Skepticism toward Green Advertising. J Advert. 2012;41(4):147-155. doi:10.1080/00913367.2012.10672463
- Wheless E. Gen Z marketing—everything brands need to know about reaching young consumers. Ad Age. Published July 18, 2023. Accessed August 1, 2023. https://adage.com/article/marketing-news-strategy/gen-z-marketing-everything-brands-need-know-about-reaching-young-consumers/2504646
- Cecilli E, Allen D, Sachs M. Brandpie CEO Purpose Report 2022. Published 2022. https://www.brandpie.com/thinking
- Blocker CP, Cannon J, Zhang J. Purpose Orientation: Mental Models Driving Business for a Better World. Journal of the Academy of Marketing Science. 2023.
- Future of Good. The Future of Good Report. Future of Good. Accessed May 23, 2023. https://www.futureofgoodreport.com
- Accenture. Accenture Life Trends 2023.; 2022. https://www.accenture.com/content/dam/accenture/final/capabilities/song/marketing-transformation/document/Accenture-Life-Trends-2023-Full-Report.pdf
- Sweeney E. Study: Brands with a purpose grow 2x faster than others. Marketing Dive. Published 2018. Accessed May 23, 2023. https://www.marketingdive.com/news/study-brands-with-a-purpose-grow-2x-faster-than-others/521693/
- Christie D. Unilever increases spend on purpose-driven marketing. Marketing Dive. Accessed May 23, 2023. https://www.marketingdive.com/news/unilever-increases-spend-on-purpose-driven-marketing/571482/
- Vivan D. How Natura became an even more sustainable company. Believe Earth. Published November 24, 2017. Accessed August 4, 2023. https://believe.earth/en/how-natura-became-an-even-more-sustainable-company/
- Rittenhause L. “Green hushing” explained—why brands are cutting back on sustainability marketing. Ad Age. Published December 19, 2022. Accessed May 23, 2023. https://adage.com/article/marketing-news-strategy/green-hushing-explained-why-brands-are-cutting-back-sustainability-marketing/2459191
- Edelman. Edelman Trust Barometer Special Report 2022 - Trust and Climate Change.; 2022:58. https://www.edelman.com/sites/g/files/aatuss191/files/2022-11/2022%20Edelman%20Trust%20Barometer%20Special%20Report%20Trust%20and%20Climate%20Change%20FINAL_0.pdf
- Moezzi M, Janda KB, Rotmann S. Using stories, narratives, and storytelling in energy and climate change research. Energy Res Soc Sci. 2017;31:1-10. doi:10.1016/j.erss.2017.06.034
Figure 116: Role of different sectors in climate advertising. Source: Purpose Disruptors.
Figure 119: Differences between advertising emissions and advertised emissions and the impact of a craddle to grave approach. Source: Purpose Disruptors.
Good Life 2030 Documentary by Purpose Disruptors
Over the past century, the advertising industry has evolved from showcasing products to building emotional connections and shared values. As competition between mediums grew — with TV, radio and billboards vying for consumer attention — advertising narratives shifted from the ‘what’ to the ‘why’, focusing on how products make consumers feel. Social media has accelerated this evolution, driving brands to engage in meaningful conversations with their audiences.1 Whether a consumer chooses a brand now rests on the expectations, memories, and relationships it fosters — ultimately, the social value it offers to consumers.2
The emphasis on shared values has not only humanized brands, but also positions them to play a role in driving social change. While advertising is not the primary pioneer of social transformation, advertisers have the power to utilize our massive daily consumption of advertising to accelerate progress. The industry has already applied these principles in amplifying marginalized communities — and it can leverage its communication superpowers to build a shared sense of urgency and responsibility for climate action.1
Dagmara Szulce
Sustainability: Creating Brand Value
With the digital revolution continuing to open new channels and new consumer markets around the world, CEOs, CMOs, and CFOs — who understand the tangible and intangible assets contributing to the creation of brand value — can have a significant business and economic advantage. As consumers become more aware of environmental and social issues, they are increasingly taking into account a company's sustainability practices when making purchasing decisions. If a company is perceived as not being environmentally or socially responsible, it may lead to negative perceptions of the brand, and ultimately result in a decrease in sales and customer loyalty. However, many marketing and financial teams struggle to connect these dots and, as a result, underestimate the significance of their brands to business.
CMOs should consider incorporating sustainability — in an authentic way — into their marketing strategies to appeal to conscious consumers to mitigate brand value erosion. The economic and environmental crises are having a profound impact on consumers’ perceptions towards brands. Sustainability is increasingly a priority for consumers when purchasing and, as a result, sustainability perceptions have an increased impact on brand valuation.
Expectations have shifted from “do no harm” to “must create positive impact”. If brands do not push to transform their business into a sustainable one, they, more than ever, risk their bottom line. For many consumers, purchasing a product now requires an alignment on ethical grounds.
International Advertising Association is the only global association that represents all spheres of the marketing and marketing communications industry. We partner with leading global consulting firms to serve the marketing communications industry as the global compass in the ever-evolving marketing communications world. For over 80 years, IAA has played a strong role in reporting the latest trends in the industry to provide valuable insights for CMOs to understand “what’s coming next”.
Our research shows that the world’s biggest brands, whether they are seen as sustainability champions or not, have hundreds of millions of dollars’ worth of value contingent on how sustainable they are perceived to be. By highlighting the financial value that is dependent on sustainability perceptions, we hope to harness businesses’ profit motive — moving them past the point where they see sustainability as a ‘hygiene factor’, to a point of rapid, concerted action.
IAA believes that in a fragmented and always evolving global marketplace, the marketing communications industry could benefit from a global perspective and a global framework. We believe the world would be a better place if we worked together as an industry to leverage brands and help create a more sustainable world for consumers, communities, and for the planet.
The advertising and marketing industries are frequently criticized for promoting consumerism. Looking at rates of plastic pollution, human rights abuses committed to produce consumer products, and the rise and fall of microtrends, one would be remiss to neglect the immense role of advertising and marketing in driving the climate crisis. But there is also potential: These industries don't just push products — they shape how people think and behave. They influence culture. So how can we use their superpowers to supercharge climate action?
The basic goal of advertising and marketing is to sell. But many within the sector want to be more sustainable, and contribute positively to the climate conversation — but they just need direction. Some creative professionals in these fields have already started, coming up with innovative ideas that don’t just boost sales but also promote more sustainable choices. By influencing major global brands, they have the potential to make a real difference.
"The communications industry will play a gigantic part in the green transition. Right now, few brands are taking into account emissions from their value chains, and within that, their downstream customer-related activities. But soon, many will need to, since those value-chain emissions can represent up to 90% of Scope 3 emissions for consumer-facing companies. Just around the corner, companies will be looking to lower the emissions associated with consumer use and post-use emissions like, for example, the energy used to heat water while using their shampoo. Soon, businesses will need to decarbonize what’s beyond their control: us. A huge shift in consumption behaviors is needed and will be driven by persuasion. The creative world brings relevance and growth faster than most other cultural levers. Advertising has always been important. Soon it will be essential."
The global advertising industry, a $600 billion sector, exerts an immense influence on society, behavior and consumption patterns. The carbon emissions generated by advertising campaigns pose a considerable hurdle to companies’ Net Zero plans, with even moderate campaigns coming with a significant carbon footprint. Further, as the cost of carbon offsetting continues to rise due to rising demand and anticipated regulations,3 strategies that avoid emissions should be the focus for the industry — especially considering the concerns surrounding long-term value of carbon offsets.
But the industry’s responsibility doesn’t stop there: As the engineers of demand, advertisers can expedite the transition to a Net Zero economy, aligning with both profitability and sustainability. The concept of "Advertised Emissions" – carbon emissions associated with the industry's core function – is gaining traction, arguing that beyond just measuring operational footprint, the advertising industry can leverage its unique skills to tackle the climate emergency purposefully. In the UK, emissions from advertising in 2019 accounted for 186 million tonnes of carbon dioxide equivalents — almost half the size of the UK’s total domestically produced emissions.4
CASE STUDY
Purpose Disruptors
Purpose Disruptors was founded by Lisa Merrick-Lawless, Rob McFaul and Jonathan Wise in February 2020. They are ex-advertising and marketing communications industry leaders awake to the climate crisis, with the mission to catalyze the advertising industry’s climate transition to be in line with the IPCC’s 1.5 degrees global warming target. They share a vision of an advertising industry transformed to be in service to a thriving future.
Purpose Disruptors has built an influential network of creative agencies, media agencies, awards bodies and industry bodies. And in the last three years, they have built a credible reputation and proven track record for leading on climate and a growing community of over 4,000 advertising insiders working together to reshape the industry. As the architects of demand, the industry will play a decisive role in helping society shift away from our current high-carbon lifestyles, towards low-carbon alternatives. Through their work, they invite the industry to make more conscious choices about how they use their skills.
Purpose Disruptors operates across five pillars: measurement, education, creativity, leadership, and community. Measurement is key, with the concept of 'Advertised Emissions' reflecting the carbon impact of consumption driven by advertising. This is calculated and reduced with the help of industry leaders, and the methodology aims for a 50% reduction by 2030. In the realm of Education, their #ChangeTheBrief Alliance offers insights on sustainable advertising choices and aims to normalize sustainable behaviors. Creativity envisages a future of improved human and planetary wellbeing through the Good Life 2030 project. Leadership is built by working with professionals on personal and organizational transformation, while Community is nurtured through their network of over 4,000 industry insiders, promoting collaborative, supportive networks for systemic change.
Our current approach to advertising is unlikely to be effective in creating the level of climate action and engagement we need. In fact, experts warn that it could even further polarize the debate5 and that the advertising industry risks more stringent regulations and bans from public authorities if it fails to self-regulate, hindering the industry’s ability to drive positive change.6 With the right support and evidence-based foundations, advertising can use its superpowers for good.
Positivity and accessibility should be at the forefront of creative communications, reinforcing that sustainability is an upgrade rather than a sacrifice and offers superior functional, emotional, and social benefits. Sustainability should be portrayed as normal, everyday living, with visuals of sustainable products and services seamlessly integrated into mainstream culture. The future should be depicted as easy and desirable, promoting the idea that most solutions already exist and can be implemented with joy. Utilizing new technologies can support futuristic sustainability efforts and reach tech-savvy audiences, as demonstrated by the World Wildlife Fund’s use of NFTs,7 with its innovative and novel tech-forward generation into conservation.
As the biggest engine of societal change, the advertising sector plays a crucial role in facilitating the world's transition towards a low-carbon, sustainable economy. It needs to help reshape people’s demands and expectations towards sustainable, low-emission products and services, making them attractive and desirable. Despite the industry itself not being a direct heavyweight emitter, its influence extends far beyond its own carbon footprint. It wields power not just in its capacity to shape consumer behavior, but also to redefine societal norms and expectations towards more sustainable, low-emission products and services.4
Christopher Moscardi
Transforming Advertising for Sustainability
Sustainable behavior is often at odds with advertising, as promoting consumption can lead to increased materialism and negative environmental impacts. Data supports that individuals who consume more also have a greater likelihood to act in less environmentally friendly ways, further exacerbating the climate crisis. It’s important to acknowledge, however, that advertising can have a significant influence on the behavior and emotional responses of its consumers. Green marketing can harness this influence by tapping into emotional and psychological drivers, to encourage pro-environmental behavior. By highlighting the positive benefits and gains of eco-friendly choices, green advertising can inspire consumers to make conscious and responsible choices.
With tailored messaging that is focused on the positive co-benefits of environmental goals, consumers may experience an anticipated effect of well-being, fulfillment, and pride. This can also build a sense of community, as other individuals engage in the same consumer behavior. Leveraging this insight, green marketing can encourage greener consumption, fostering an increased desire for individuals to fit within a wider movement.6
Conscious consideration of the environment and sustainability has become an important factor in consumer decision-making. In a recent survey, a third of individuals acknowledged that sustainability influences their purchasing choices, indicating an upward trend in consumer behavior towards environmentally responsible practices.8
Increasingly, young people identify as "planet protectors" and favor sustainable brands — which in turn influences businesses to adopt eco-conscious strategies. It's not just about environmentally-friendly products: young consumers desire brands embodying ethical values and corporate responsibility. The advertising should participate in that shift by urging brands to consider their ecological footprint or risk aversion. Advertisers' ability to capture young generations' loyalty hinges on promoting responsible brands committed to sustainability. To remain competitive and relevant, today's brands must display a genuine dedication to environmental practices — aligning with the rising eco-conscious consumer demographic.
Younger people and women typically show more concern for climate change, while older demographics and men are less worried. Women tend to be more influenced by sustainability across all ages.9 Economic vulnerability reduces support for climate policies, more so among men due to their financial risk sensitivity. This ties in with societal gender roles where men focus on economy and women on care. As men age, they are less likely to see economic growth as environmentally harmful. Women, on the other hand, more frequently support egalitarian policies and social programs.10
The integrity in which brands showcase this commitment is essential to establishing customer trust. It’s imperative that brands are mindful of greenwashing tactics that communicate erroneous or deceptive claims regarding their environmental credentials. Even individuals with extensive environmental knowledge may not always be able to detect greenwashing in advertising, failing to perceive these claims as misleading.11 Although products and brands with sustainable attributes are generally received positively, greenwashing can exploit eco-conscious consumption decisions. There is evidence that indicates that greenwashing can also erode trust among consumers who have higher environmental knowledge, thereby fostering skepticism and distrust.12
Given the influential role of the advertising industry in shaping attitudes, it is essential to dedicate efforts towards motivating older demographics, and bridge the gap between men and women's perceptions of climate issues — for example, research shows men are more likely to respond to motivational messaging, rather than sacrificial messaging. By choosing messaging that highlights solutions and the benefits of addressing climate change, we can create greater impact and motivate a broader range of people to take action.
As we explore in The Rise of the Youth Climate Movement, young people are key to driving climate narratives and progressive policies. Brands and industries have a unique opportunity to tap into this audience, as Gen Z now make up a fifth of the population of the US, and a quarter of the global population. But in order to connect with young people successfully, brands will need to put their money where their mouth is.
Gen Z are critical consumers significantly influenced by their values, particularly sustainability and social justice. They are digitally active, with a preference for streaming services and social media platforms like YouTube, Instagram, TikTok, and Snapchat. They expect brands to be authentic, engaging, and conscious of their social and environmental footprint. Brands that address climate change and incorporate sustainability into their marketing efforts are more appealing to this generation - Gen Z desires brands to take a stand on social justice issues beyond just promotional campaigns. Influencer marketing remains a potent tool to reach Gen Z, but they value authenticity in such partnerships.13
Herve de Clerck
Advertising Can Be Part of the Solution
I have dedicated all my business life to advertising and marketing, first as a copywriter, then a marketer, a researcher, an adman and media executive. I’ve been lucky to start my career at a time when our focus was to create dreams for large audiences. Our heroes were the likes of Bill Bernbach and David Ogilvy. Advertising was all about consumption, and responsibility was not part of our daily vocabulary. Advertising for good causes was mainly an opportunity to feel useful and win awards.
We are part of the problem, so let’s be part of the solution. At the dawn of this century, things changed (slowly) when consumers began to realize the importance of social and environmental realities and brands wanted to meet these expectations. Since then, Adland jumped on the Sustainability bandwagon accelerating the pace of change for Good.
The advertising industry has increasingly embraced sustainability and purpose-driven strategies, responding to consumer pressure to be more responsible in their practices. Authenticity, transparency, and trust are now seen as essential elements of the marketing mix, reflecting a growing recognition that consumers are seeking brands and companies that are committed to social and environmental responsibility.
Overall, the potential for good in the advertising industry lies in its ability to use communication and marketing to drive positive change, whether by promoting responsible consumption, advocating for social and environmental issues, or supporting purpose-driven companies and brands — keeping the magic of storytelling and creativity.
While it’s challenging to establish a direct link between advertising expenditure and negative environmental impacts, there is no denying that advertising influences consumption, investment, and economic growth. Advertising’s impact on climate change is tied to its promotion of materialism and consumerism, as these factors often drive purchasing decisions based on status, or what we perceive as desirable (see The Psychology Of Climate Change).6
Green advertising has the power to guide consumers towards a low-carbon culture by providing accurate, evidence-based information and tapping into psychological processes such as moral satisfaction, affinity to nature, and fear responses. To effectively drive this shift, the advertising industry should take a holistic approach by not only reducing its own footprint, but also influencing individual decisions and promoting a culture of climate protection.6
“Advertising can capture a significant proportion of this spend, if it can reinvent itself from the demand-creator of the industrial age to the participation- driver of the regenerative age.”
Green advertising can utilize non-climate emotional cues that are linked to tangible benefits and therefore perceived as attractive, such as health. It can also capitalize on our inherent wish for social approval — and associated emotions of wellbeing, fulfillment and pride — by highlighting the social benefits of eco-friendly behaviors. Visual cues such as nature images and green colors are central to green persuasion, as they can evoke emotional experiences similar to direct contact with nature — leading to improved ad recall and more positive attitudes towards it.
Lisa Merrick-Lawless
Redefining What a Good Life Looks Like
Despite widespread concern about climate change, only a small portion of citizens in the US and UK commit to make individual behavior changes necessary to meet climate targets. That means for many more, the mainstream climate narratives aren’t resonating.
What’s more, the advertising industry, with its emphasis on a “good life” of status & wealth, is itself creating a counter-version of a good life that’s taking us in the opposite direction.
Advertising reformers Purpose Disruptors have developed the Good Life 2030 project to invite a reimagining of what an alternative “good life” might look like. The project looks ahead to 2030, to mark the UN’s critical milestone for halving emissions, while appreciating human & planetary wellbeing will mean tackling far more than just carbon.
Key to the project are real citizen visions of a Good Life in 2030. Since 2021, we have been tracking the future visions of citizens representing the UK “climate mainstream” - 42% of the population who are concerned about climate, but resistant to taking climate actions like flying less or adopting a plant-based diet. The source of this dissonance is clear: in the dominant cultural narrative of a Good Life — one of status and wealth — these choices feel like compromise and loss. However, when given a chance to reflect on what really matters and imagine their own future Good Life, citizens share a coherent vision of a life with a stronger sense of connection: to themselves, to others and to nature. Anchoring in latent and untapped citizen values provides a powerful foundation for shifting social norms at the surface level.
People working in advertising are architects of desire. Their work shapes our understanding of a Good Life. So what if they could help shape a new narrative of the Good Life, one that champions connection over consumption?
Similarly to other climate communication approaches, green advertising can focus on prevention of environmental degradation through depicting climate change threats and evoking fear responses, which in turn lead to increased pro-environmental behavior. However, fear activation should always be accompanied by accessible and evidence-based information on what consumers can do to decrease the threat — otherwise, this approach can diminish consumers’ perceived self-efficacy and motivation to engage in pro-environmental behavior.6
The challenge that lies ahead is not merely to decarbonize the advertising industry's own operations, but to accept and embrace its broader environmental responsibility. As a formidable driver of societal change, the advertising sector must harness its unique powers – its creativity, imagination, strategic planning, analytics, and ability to activate change – to redefine the narrative around sustainability.4 The call to action is clear: The industry needs to go beyond reducing its operational emissions and start promoting a sustainable, low-carbon future, effectively using its superpowers for the greater good.
CASE STUDY
Celebrating Advertising for Good
By Herve de Clerck
ACT was founded in 2001 by Adforum employees in response to the 9/11 attacks. The organization's name stands for Advertising Community Together, and the tagline at that time was "It's our business to help." The call was for the ad community to create ads against violence and terrorism and offer a way for the industry to express their solidarity by donating their talent - creativity. Despite the lack of social networks at the time, in just a few months, the community reacted by sending hundreds of creative works from all around the world.
For their 20th anniversary, ACT looked back in the database and analyzed 27,864 ads and 14,869 campaigns created by over 4,000 agencies for 6,200 advertisers in more than 116 countries. While the United States, United Kingdom, and France account for a large percentage of the campaigns identified, impressive ads are created by agencies from all around the world. In the latest years they have seen that agencies from South America for example have caught up with the United Kingdom and Northern Europe in terms of the number of campaigns. This suggests that there is a growing diversity of perspectives and approaches to advertising challenges that are emerging from different regions. It's always interesting to see new and original creative ideas coming from different parts of the world, and this diversity can bring fresh perspectives and approaches to advertising challenges.
It is exciting to watch through ACT's collection of ads the evolution of the advertising industry's approach to social and responsible advertising. It started as a response to a specific event, and then grew into a broader movement to promote good causes through advertising. However, as the industry started to use social and responsible advertising to win awards or attract talent, it faced criticism for being insincere or opportunistic. The emergence of greenwashing and social washing further complicated the issue, highlighting the need for genuine commitment to social and environmental responsibility. It's important to continue promoting responsible advertising and encouraging companies to use their power to make a positive impact, but it's equally important to ensure that this is done with sincerity and authenticity.
Over the years, advertising has undergone a transformation with the rise of digitalization. Previously, television spots, print, and outdoor advertising were the primary distribution channels until 2005. However, the advertising landscape has since diversified into an array of over 15 different media, reflecting the multimodal digital world we live in. In response to these changes, advertising creativity has adapted to new formats and conventions.
It's noteworthy to recognize that new players in the advertising industry, such as social media, apps, music videos, and games, have now become important platforms for creative and impactful campaigns. With these new channels, there are now wide possibilities for efficiency strategies, and the ability to track, analyze, and target with Big Data. These changes have also opened new opportunities for NGOs to partner with agencies to test the latest innovations and demonstrate to their clients the incredible possibilities offered by digital technology. It's obviously only the beginning.
Marketing has a unique place in the corporate world, as it’s closely tied to a company's success or failure, often serving as the mainline for brand interactions with consumers. The strategies they employ can make or break a brand's reputation, which gives them a big responsibility. By prioritizing sustainable practices from within the industry, marketing can positively influence stock values, public perception and the wider brand landscape. When marketing moves away from greenwashing and instead promotes impactful initiatives, it can inspire other departments within a company to adopt similar practices, leading to wider sustainable transformations.
David Fenton’s communication rules for activists
ENSURE YOU ARE REACHING PEOPLE BY USING ADVERTISING. Don’t assume your message is reaching the public. People can only act on information that reaches them. While you may not like a world awash in advertising, that’s the world we live in. If you’re not buying attention, you risk getting none. Digital advertising usually costs far less than most progressives think. You can also drop advertising bombs to change narratives and make news.
REPEAT, REPEAT, REPEAT YOUR MESSAGES. People learn from incessant repetition, which sticks in the brain, changing its very circuitry. Therefore, only repetition of simple messages changes public opinion. Only when you are sick to death of saying the same thing over and over do you have any chance of breaking through. Repetition also creates political pressure on leaders. They know one-time messages or actions, like a demonstration, go away. Repetition forces leaders to pay attention.
from the activist's media handbook
Purpose-driven marketing in business is gaining increasing importance, as highlighted by a survey where the number of CEOs prioritizing purpose and its connection to strategy for long-term value creation rose from 34% in 2021 to 64% in 2022.14 'Purpose' can be defined through four models:
- Profit-centric purpose emphasizes maximizing shareholder returns and profit
- Surface purpose firms signal their commitment to purpose without truly integrating it into their actions
- Transitional purpose firms are committed to purpose, but are cautious about communicating such efforts until they are more deeply integrated into company strategy and behavior
- Deep purpose organizations fully embrace their purpose as it aligns with their existence, identity, and strategy for creating stakeholder value. However, it's worth noting that the 'surface' and 'transitional' purpose models are not indicative of long-term stability.1
Matteo Ward
Fashion needs to step up
Culture's role in sustainability is deep-rooted. Looking into the history of unsustainable fashion, we find that political decisions from the 1600s to 1800s laid the foundation for today's fashion industry. The motives then mirror today's, they’re just amplified by modern technology.
In 1792, Alexander Hamilton promoted the industrialization of the US in congress. He recommended that the US should exploit women and children, water, and focus on fashion. The justification for this exploitation was rooted in a culture that viewed nature and humans separately, placing us as superior. In contrast, Indigenous communities embody sustainability. They see the land around them as family, and live in a symbiotic relationship with nature.
The fashion industry isn't just about clothes — it's a reflection of culture. In the 21st century, the role of clothes encompasses everything, including how we relate to other people and the world around us. I sincerely believe that if we can drive a fashion revolution, we can drive a global revolution.
Research shows that there are thousands of different chemicals in our garments. Our skin absorbs everything we wear, the first studies on this go back all the way to the 1960s. Some of these chemicals are carcinogenic, and their full implications are yet unknown. This is why we aim to educate corporations, consumers, and lawmakers alike, to ensure better products and policies for all.
What's really resonated in our approach is tapping into the emotional side of things rather than just focusing on scientific facts. We need education and communication at the same time. Our recent documentary "Junk” on Sky Television was produced to reflect just that. In fashion, buying is an emotional process. It's not just about hearing that a piece of clothing is sustainable, or seeing some data on a tag.
We rolled out “Junk” in schools and made the episodes freely accessible for educational use. The impact was palpable — even the European Commission even took notice. But still, most of the people we reach are already on the sustainability train. There’s this conspicuous "value-action" gap, where good intentions around sustainability don't always turn into action. Cost is one barrier, but emotions and psychology are monumental. To address this, we leaned even more into understanding neuroscience and building that emotional connection with our audience.
We need to cut the crap and halt the greenwashing. There's such an overuse of the term 'sustainable' that it's become cringeworthy. Brands must be vulnerable and acknowledge that true sustainability doesn't exist. No piece of clothing can be fully sustainable, but we can mitigate its harm, redistribute value, and maximize social impact. Being transparent and realistic, rather than flaunting vague numbers and promises, is essential.
The whole "I'm greener than you" game brands play is childish. They're playing with our futures. Brands can genuinely make a difference by inspiring consumers in engaging ways, like urging them to use products longer. Brands need to focus on thing that truly resonate with people — it's not about how much data you can cram on a tag. Such strategies may have worked in 2015, but not today. Brands should help consumers navigate the sustainability maze, and become the best version of themselves. It's about a mutual journey, accepting no one is perfect. They need balance in their messaging.
75% of consumers have raised their expectations of businesses since the COVID-19 pandemic. In response, the Future of Good report lists 43 emerging trends across technology, fashion, investing, transport, food, entertainment and a number of other sectors, all focused on tackling the world’s biggest problems.16 Impact areas include sustainability, diversity and inclusion, mental health, social justice, climate change as well as civic activism and voting.
The report also finds that doing good is a win-win: According to data from Accenture Strategy, surveying nearly 30,000 consumers across 35 countries found that brand purpose drives growth, as 63% of consumers prefer to purchase from purpose-driven brands.17 Kantar Consulting’s Purpose 2020 report stated that brands with purpose grow twice as fast as others,18 largely due to their increased popularity with millennials and Gen Z.19
CASE STUDY
Natura is setting high standards for the business community
Natura, a leading Brazilian multinational specializing in cosmetics, has a reputation for its robust commitment to sustainability and responsible business practices. Natura was the first public company and the largest enterprise to receive the B Corp certification, which evaluates companies based on their relationships with the environment, employees, customers, the community, and their adherence to high standards of corporate governance.
Natura's commitment to sustainable business practices forms a key part of its growth strategy. The certification process helped the company identify multiple areas for improvement. As a result, Natura undertook significant strategic initiatives, including a partnership with UEBT (Union for Ethical Biotrade) which aims to ensure a rigorous external audit system for Natura's Amazon supply chain.
This commitment to sustainability, transparency, and social responsibility has strongly resonated with its stakeholders and consumers — in a world where consumers are becoming increasingly conscious of their environmental and social impact, Natura's approach positions it as a trailblazer in marrying business growth with sustainable and responsible practices.20
Social media companies such as Google and YouTube have started taking a more proactive approach by cracking down on ads promoting climate misinformation and demonetizing misleading content. There is now an increased understanding that historically underrepresented groups don’t just need representation, they need products that are made for them, and help with access to investment and resources.16 Further examples include metaverse activism (such as recycling projects and fundraising in video games), AI used in hiring and social media feeds to ensure diversity and inclusivity, apps promoting mental health and wellbeing.
The shift towards purpose-driven sustainable business will necessitate a new level of collaboration: While 78% of climate leaders in business see their Chief Sustainability Office (CSO) or CEO as their day-to-day lead in delivering Net Zero targets, 46% say that multiple departments are involved in making the shift.21 When engaging in purpose-driven marketing, brands must be careful to not just run purpose-driven campaigns, but also take action on them so as not to risk falling into greenwashing or wokewashing.19 A 2019 survey showed that only 34% of people actually trust the brands they buy from and 53% think that brands ‘trustwash’ or are not as committed as they claim to be22 — highlighting the need for brands to practice what they preach.
Current policy visions are usually communicated by focusing on particular technologies - such as renewable energy and electric cars - without embedding them into the larger systemic and social context. Researchers argue that instead of focusing on these smaller targets, broader visions imagining whole worlds rather than isolated elements could lead to stronger results.23 And this approach should be reflected in the way we restructure the media environment.
Thomas Kolster
A Marketing Plan for Climate
Our industry is digging its own grave (or trench) on climate. The ad industry is proven to fuel growth. One report, Ad Pays, from the Advertising Association, shows that advertising alone in the UK adds £120bn to the GDP by raising economic activity and boosting productivity. What’s critical right now is urgency. No more goals around 2030, 2040 or 2050. Everyone on this blue planet should be aware of what they can do right now to lower their carbon footprint and how they can be part of the systems change needed.
The climate debate has turned into a bickering kindergarten where complex challenges have turned into a black-and-white worldview. We can’t just keep pointing fingers at each other: citizens at businesses, activists at governments, our industry at legislators. It’s OK to disagree; what matters is our ability to find the best compromise together. We need to challenge each other to create progress.
Secondly, we ad folks don't hold all the answers and we desperately need to invite more diverse stakeholders around the table to find the fresh required answers. One good recommendation for today’s marketing plan: think about how you can still increase market shares while drastically lowering your carbon footprint because, in the western world, your average citizen has a planetary footprint three to five times higher than it should be. As an industry, we have an obligation. This is what should keep everyone in marketing up at night.
By using their creativity in a new way, advertising and marketing can help shift people’s mindset. Instead of just being consumers, people can start thinking more like informed citizens who make choices based on more than just price or popularity. For brands, this isn’t just good for the planet — it’s also good business. As the data has shown, people appreciate and support companies that care about the environment. To make a real difference, the advertising and marketing sectors should collaborate with experts outside their usual networks. By teaming up with scientists, local communities and policymakers, brands can be part of genuine change — future-proofing both their business and our collective future.
Figure 116: Role of different sectors in climate advertising. Source: Purpose Disruptors.
Figure 119: Differences between advertising emissions and advertised emissions and the impact of a craddle to grave approach. Source: Purpose Disruptors.
Good Life 2030 Documentary by Purpose Disruptors
Emerging Technologies
As climate impacts become ever more pressing, Artificial Intelligence (AI) and Blockchain are emerging as potential technological solutions. However, the integration of these technologies presents its own set of challenges, including governance concerns and issues of trust. While technology presents promising solutions, strategic implementation is key to realizing its full potential for a sustainable future.
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