
MAZ marks the second phase of its 2023 Superbrand research process
The unveiling of the Top 200 brands by the Marketers Association of Zimbabwe culminates in the Superbrand Awards at year-end.
SUSTAINABILITY
By our News Team | 2022
With consumers increasingly expecting advertisers to push for enhanced sustainability, it’s clear the two forces must find common ground.
How can advertising and sustainability work together to support a more sustainable future and responsible brand growth? This is a question that research company Ipsos has explored in a new paper.
“At first, there can be a cognitive dissonance when associating advertising and sustainability. Don’t they have irreconcilable objectives? Advertising’s purpose is to sell more, while sustainability aims at ‘meeting the needs of the present without compromising the ability of future generations to meet their own needs’, Ipsos observes in a blog post.
Photo by Markus Spiske from Pexels
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:
You can download the full Sustainability and Advertising paper here.
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