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She brings extensive experience as a senior agency executive and has a particular interest in sports sponsorship and passion-led marketing
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.
She brings extensive experience as a senior agency executive and has a particular interest in sports sponsorship and passion-led marketing
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Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.