"As advertisers do the difficult work to reduce their own emissions, many are turning to another, and possibly even larger, opportunity to have a positive impact on the planet - the messages they choose for their ads. Advertising has the power to positively influence consumer behavior, and every brand can and should consider how their creative work can deliver on that promise."
"The good news is that there is a growing stable of resources for advertisers eager to infuse their work with sustainable concepts in a way that is successful for brands, consumers and the planet. For example, Google partnered with Drawdown Labs, a part of Project Drawdown, to create a sustainable marketing playbook. Drawdown Labs notes that "one of a marketer's greatest superpowers is the ability to influence culture. Great storytelling has the power to move people to action in ways big and small.""
Advertisers must pair supply-chain decarbonization with purposeful sustainable messaging to increase climate impact. Advertising can positively influence consumer behavior and brands can use creative work to promote sustainable choices. Consumer demand is rising: a Dentsu study projects three quarters of respondents will want sustainable advertising within five years, and an ARF study finds 78% want to buy from environmentally friendly companies but often cannot identify them. Net-zero strategies require attention to a company's overall footprint as well as emissions from creating and delivering ads. A growing set of resources supports sustainable marketing, and Drawdown Labs highlights storytelling as a key influence on culture and action.
Read at The Drum
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