Sustainability and advertising: Friends, foes or eternal ‘frenemies’?

To answer this question of how sustainability and advertising can work together, the company evaluated 200 ads from its global database that included some sustainability messaging and asked what works and what doesn’t work? How can brands find a sustainability message they can own?

Five key takeaways for brands

The research team identified five key takeaways it believes can help brands successfully change people’s behaviour and create a more sustainable future, while also helping to grow their sales and market share. These are:

1. The sea of sameness Simply adding a sustainability claim to your ads does not make them work better for your brand; ads must be executed in the right way in order to stand out.
2. It is all about balance
   Ads that blend brand and sustainability messages perform much better; do not forget to include brand-benefit messages in your ads.
3. Make it easy
   Ads that offer a solution, pulling the consumer into a sustainable behaviour by making it easy for them, are the most effective.
4. Face the issues
   Ads that start with the problem of sustainability head-on, outperform other ads in terms of effectiveness.
5. Walk the talk
   Make sure that the claims in your ads are credible and that you are following through on them. Not doing so exposes you to the risk of being accused of greenwashing and facing a media backlash.

You can download the full Sustainability and Advertising paper here.