I am grateful for having been able to be a part of the rapidly evolving digital space and past two decades have been learning and unlearning being part of ‘next’ (not only best) practices.
In this journey, there is one thing that I observe is a theme that is increasing the depth of our purpose in advertising and marketing – Sustainability. Although the thought is not new and quite a few brands globally have embedded this at the core of what they do. I’d say that this is more of a mindset, and it starts from within. For instance, the first thing we as brand custodians must do is not think that on Earth Day, we will make noise and then roll out one campaign with sustainability theme through the year. Sustainability needs to be taken out of Annual Operating Plans and put as a non-negotiable in efforts. Else a thing like reduction of carbon footprint is a herculean task.
Having the term sustainability as a suffix or a pre-fix to advertising will only make sense if that is consistent with the values of the brand manifesting into measurable action and not only hygiene. What seems promising is the growing relevance of sustainability at the core of purpose and narratives.
Integrating sustainability into marketing practices comes with several imperatives that go beyond ethical considerations. Sharing some thoughts from what I have been reading, some examples imperatives for including sustainability in marketing and advertising. This not being limited to only the purpose but the translating the purpose into action.
Be it automotive, fashion, cosmetics, food& beverage, yes I observe that quite a few companies globally, are trying to increase their brand sustainability by promising to reduce their carbon footprints and by now we all would agree that it definitely affects consumer behaviours if consistency is maintained in narratives.
Beyond consumer perception, sustainability has emerged as a tangible competitive advantage. In a report few year back, I read about. A notable example is Unilever’s commitment to sustainable living brands. According to that Unilever had mentioned, these brands grew 46% faster than the rest of the business and accounted for 70% of overall growth.
Another instance is Levi’s, I observed, this brand cares about sustainability. In 2021, the brand published its sustainability report and highlighted what it has been doing to cause less harm to the planet. I found this report interesting https://www.levistrauss.com/sustainability/report/
Consumers today are more informed and conscious about their environmental footprint. They demand transparency and authenticity from brands, expecting them to not only preach but also practice sustainability. A 2023 survey by Nielsen found that 73% of global consumers would definitely or probably change their consumption habits to reduce their environmental impact.
Governments worldwide are implementing stricter regulations on advertising practices, focusing on reducing environmental impacts. The European Union’s Green Deal, for example, emphasizes the importance of sustainability in all business operations, including advertising.
Technological advancements are enabling more sustainable advertising practices. Digital platforms and AI-driven analytics allow for more targeted and efficient campaigns, reducing waste associated with traditional mass advertising methods.
Advertisers must embrace the principles of the circular economy, which focuses on designing out waste and keeping products and materials in use. This approach not only resonates with environmentally conscious consumers but also aligns with emerging regulatory frameworks.
Future advertising will need to be not only environmentally sustainable but also socially responsible. Brands must ensure their campaigns promote inclusivity and ethical standards, reflecting a holistic approach to sustainability.
Reducing the carbon footprint of media operations will be crucial. This includes selecting eco-friendly production processes, optimizing digital ad delivery to reduce energy consumption, and partnering with green-certified media outlets.
Leveraging big data and AI to track and optimize the environmental impact of advertising campaigns will become standard practice. This data-driven approach will help brands make informed decisions and demonstrate their commitment to sustainability to stakeholders.
Collaboration across the industry to set and adhere to sustainability standards will be key. Initiatives like the Global Alliance for Responsible Media (GARM) are already paving the way by creating guidelines to improve the sustainability of digital advertising.
In 2022, IKEA launched a buy-back program that encourages customers to return their used furniture in exchange for store credit. This initiative promotes the reuse of products and reduces waste, aligning with IKEA’s broader sustainability goals.
Patagonia has long been a leader in sustainable advertising. Their bold “Don’t Buy This Jacket” campaign urged consumers to think twice before making new purchases, promoting the repair and reuse of products. This not only raised awareness but also reinforced Patagonia’s commitment to environmental responsibility.
Unilever has successfully integrated sustainability into its brand portfolio. Brands like Dove, which focuses on reducing plastic waste through reusable, refillable packaging, and Ben & Jerry’s, which champions social justice alongside environmental causes, have shown significant growth, demonstrating the commercial viability of sustainable practices.
To end this piece, I’d say sustainability in the purpose of advertising and marketing is better being in the DNA of organisations rather than just being a trend and we must keep looking at good examples globally to get our inspiration converted into action. One thing that I urge marketing fraternity is also to have deeper collaborations with NGOs, industry peers, governmental bodies to amplify the impact of your sustainability initiatives as collective efforts can address larger challenges and contribute to meaningful change. This could create multi-fold impact in also building trust as a unique currency with the consumers of a brand.
This article is written by Ankoor Dasguupta, Chief Marketing Officer
