Among the issues that most concern the conscientious consumer and that have become the roadmap of what marketers must do, is that of green commitment. Sustainability has established itself as one of the key issues to connect with audiences. In general, companies show their commitment to the environment in their own activity, designing more respectful products, eliminating plastic and similar materials or trying to connect with the green issues of the moment, such as the peak of interest in the circular economy.

But what about advertising? In advertising terms, it is common for green to become the essence of the message, one way or another. Green engagement is sold on the catchphrase, dropping engagement data or betting on certain resource images, such as green fields or optimistic ocean images.However, at a time when consumers scrutinize everything companies do and abruptly reject anything that sounds like commitment simply by word of mouth.

They want brands to be authentic in what they say and do and that means that their advertising Bahamas Email List tells the truth about everything they do with respect to the environment, but that it is also green in its essence. That is, you do not have to promise sustainability or sell it, but you have to do it in a real way. If you are a sustainable company, you are a sustainable company at all levels.And that also involves how the ads are made. Consumers do not want ads that talk about respect for the environment and nature, but then imply a brutal carbon footprint simply by doing them. There has to be a certain coherence.

As the conclusions of a Clickon study point out, there is increasing pressure on companies to make their ads and campaigns green in execution and distribution as well. In the markets that function as the basis for analysis, the United States and the United Kingdom, more than three thirds of the companies say that there is already pressure on the brands themselves so that their advertising is sustainable, that it has a neutral carbon footprint impact.

Sustainable advertising is considered by most brands to be important to their business (72% of UK brands and 67% of US brands) and that they must therefore work to reduce the impact their ads have on the environment.71% of British brands, for example, say they expect to have an advertising with a neutral carbon footprint in the near future (which is understood as a range of 5 to 10 years). A third of companies see it as even more immediate: They expect their ads to be carbon neutral by 2023.

What are you talking about when you aim for a carbon neutral advertising? Marketers recognize that they have found the impact that both ad production and ad creativity will have. That is, the important thing is not only the message and what is said, but also how that message is created. A production that requires spending resources and materials does not fit with the objective of a neutral advertising.

One wonders, therefore, what this will mean for advertising on more traditional media. Can you be carbon neutral by printing catalogs and brochures in bulk? In recent years, in fact, some companies have digitized those types of advertising to eliminate that paper waste.

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