The advertising industry is missing a massive opportunity to appeal to consumers that consider sustainability important, with just 3% of US TV ads addressing environmental concerns over the past three years.
That’s according to marketing and brand consultancy System1 Group, which has undertaken research to determine the level to which advertising is addressing ESG-related messaging.
Spearhead conversations
It said that advertising is in a ‘prime position to spearhead conversations on sustainability’, considering that more than four fifths (83%) of US citizens consider sustainability to be a ‘somewhat’ to ‘very’ important topic.
‘With mass audiences already receptive to environmental messaging, there’s a significant opportunity to engage and evoke responses,’ it noted.
The fact that just 3% of US TV ads have seized this opportunity means that brands are not only missing out on engaging with sustainability-minded consumers, but they are also ‘falling short of fulfilling the expectations of two-thirds of audiences who believe it is their obligation to set the tone for sustainability’, System1 said.
It pointed to a couple of notable examples where sustainability has been woven into the marketing mix – Kia’s Super bowl ad from 2022, Robo Dog, portrayed a Robo Dog who longed to be with the Kia EV6 and its owner, creating an emotional connection within the electric vehicles market.
Elsewhere, Hellmann’s Super Bowl ad, Mayo Cat (pictured), highlighted the simplicity of combining mayonnaise with leftover ingredients to create delicious meals, helping to reduce food waste.
Importance of storytelling
‘Storytelling offers the added advantage of fostering emotional connections and memory structures with audiences, contributing to long-term brand-building success and higher brand recall,’ System1 noted. ‘As a result, your brand will be forefront in consumers’ minds during crucial purchasing decisions and sustainable practices, driving positive behavior change and commercial impact.’
System1 Group recently released The Greenprint, a comprehensive report delving into advertising’s crucial role in tackling the climate crisis. The report explores six key themes and showcases best-in-class examples that inform effective advertising strategies and advocate for increased eco-confidence.
More information can be found here.
To learn more about how to improve sustainability in your business, make sure you read www.sustainabilityonline.net.
