The Next Challenge for Advertising: Not Only Does It Have to Sell Sustainability

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rabbihasan21
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The Next Challenge for Advertising: Not Only Does It Have to Sell Sustainability

Post by rabbihasan21 » Sat Jan 15, 2022 10:12 am

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 El Salvador Phone Number List 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, in one way or another. Green commitment is sold in the slogan, by dropping data on commitment or betting on certain resource images, such as green fields or optimistic images of the ocean.

However, at a time when consumers are scrutinizing El Salvador Phone Number List everything companies do and abruptly rejecting anything that sounds like a commitment simply by word of mouth.They want brands to be authentic in what they say and do, and that means their advertising is truthful about everything they do with respect to the environment, but is also green at its core. In other words, you don't 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 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 making them. There has to be some consistency.

As the conclusions of a Click-on 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 El Salvador Phone Number List advertising is sustainable, that it has an impact on a neutral carbon footprint.The majority of brands believe that sustainable advertising is important to their business (72% of UK brands and 67% of US brands) and therefore need to work to reduce the impact of their ads on the environment.71% of British brands, for example, say they expect to have carbon-neutral advertising in the near future (meaning 5-10 years). A third of companies see it as even more immediate: they expect their ads to be carbon neutral by 2023.

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