Why should we care about sustainability in advertising? The truth is, our planet's future depends on the choices we make today, and advertising plays a powerful role in shaping those choices. By promoting sustainable behaviors and products, we not only meet the growing consumer demand for eco-friendly options but also drive meaningful change that benefits everyone. Imagine an advertising landscape where every message contributes to a healthier, more sustainable world – that's the vision we should all strive for.
Sustainability is already contributing a more than $200 billion to the value of the world’s top 100 brands. And this number is only set to rise. The active sustainable consumer segment is expected to grow from 22% in 2023 to a conservative estimate of 29% by 2030. That’s a significant leap, showing just how passionate people are about living sustainably. Globally, 85% of people want to lead a more sustainable lifestyle to varying extents. This places businesses at a crossroads – either embrace sustainability or ignore the wishes of the majority.
Accelerate change and differentiate your brand
Marketers face a challenge. Despite the clear consumer demand, integration of sustainability into brand propositions and communications has been lackluster. The vast majority, 94% of marketers, believe their sustainability agendas could be more ambitious. This signals a tremendous opportunity to differentiate brands by genuinely incorporating sustainable practices and building sustainability into the core of product offerings, rather than an either/or choice.
Explicit sustainability messaging in ads can be a double-edged sword. It works wonderfully when the message is authentic and fits seamlessly with the brand. LG’s Better Choices campaign is a shining example – using stop-motion animation, it tells the story of choosing life over food waste, earning it a top spot in Kantar's Creative Effectiveness Awards 2024.
Analysis of Kantar’s LINK+ ad testing database shows that only about 3% of ads contain explicit environmental or sustainability messages. While this number is low, it highlights the vast opportunity for growth.
However, mismatched sustainability messages can backfire, as consumers are increasingly savvy. They demand authenticity and accountability from brands. This is especially true for younger generations who seek brands with purpose and values. The risk of greenwashing is real if brands aren’t genuinely committed to sustainability internally. On the bright side, even companies early in their sustainability journey can make impactful strides.
Sustainability doesn’t always have to be the core selling point; in fact, this can be a detractor for those skeptical about tradeoffs in performance or price. It can and should be baked into the product’s core benefits. Brands like Yeti and Hellmann’s Mayo exemplify this. Their products promote sustainability subtly, focusing on heritage and long-lasting nature. We face a challenging and slow road ahead if we continue to make consumers choose which of their values is more important.
Making every brief count
The Every Brief Counts initiative from Ad Net Zero aims to help advertisers and their partners consider how sustainable behaviors can be an integral part of every creative brief, whether it’s the type of food shown in an ad, the mode of transportation, renewable energy choices, or the activities depicted. The behavior doesn’t have to be explicitly related to the brand to have an impact - it could be a smartphone ad showing people using a sustainable transport method, or an ad for a drink depicting someone living in a home powered by solar panels. This initiative has been successfully piloted in the UK and US markets, with plans to fully launch this summer at Cannes Lions.
As part of Every Brief Counts, we’re excited to announce that Kantar and Ad Net Zero are partnering on a new Sustainable Behaviors Ad Tracker. This will provide quarterly and annual data on sustainable behaviors in ad campaigns globally. It’s a new level of insight for the ad industry, offering benchmarks across categories and markets. Early data from Kantar’s LINK+ ad testing database shows that out of nearly 3000 ads tested from November 2024 to January 2025, only 6% include sustainable behaviors as either background or foreground of an ad – double the explicit sustainability messages. This is a promising start, with plenty of room for growth.
The Sustainable Behaviors Ad Tracker will track ad formats, categories, and markets to understand how sustainable behaviors impact ad effectiveness. Are there short-term and long-term benefits? Expect to hear more about the tracker as part of Kantar’s Cannes Lions 2025 program, more details coming soon.
For now, let’s work as an industry to make sustainability a significant consideration in every brief. Let’s grow the 6% of ads including sustainable behaviors to 16%, and maybe even 60% in the future. To learn more, get in touch with Kantar’s creative team, we’re here to help you navigate the journey towards more sustainable advertising practices.