What role does Advertising play in Sustainability?

Apr 15

Advertising is a powerful tool for shaping perceptions, influencing consumer behaviour, and driving business growth. But what role does it play in sustainability?

This is a question I’ve asked both marketing and sustainability professionals, and nearly all of them describe advertising’s role in terms of sustainability advertising, that is how companies communicate their sustainability efforts. Think about websites, corporate sustainability reports, commercials, blog posts, and social media. In short, it’s about telling the world what a company is doing to contribute to a better future.

But here’s the thing—that’s only half the story.

Beyond messaging: the importance of Sustainable Advertising

While sustainability advertising focuses on what companies communicate, there’s another crucial aspect: sustainable advertising, which is about how advertising itself is created and delivered in a sustainable way.

Sustainable advertising considers the impact of the entire advertising process, from production to media placement, ensuring alignment with sustainability principles, regulations and goals. For example, it can involve:

Minimising waste and travel in ad production
Choosing responsible media vendors that uphold ethical and environmental standards
Ensuring a diverse media supply chain, as well as an inclusive creative process
Reducing carbon footprints in digital advertising by considering energy-efficient platforms, formats and delivery methods

Why both are essential

Sustainability advertising and sustainable advertising may sound similar, but they serve different purposes.

Sustainability advertising helps the main stakeholders – like consumers and investors - make informed choices by highlighting responsible business practices.
Sustainable advertising ensures that the way brands advertise aligns with their sustainability commitments.

For businesses navigating today’s sustainability landscape, both approaches are essential to be truly sustainable.

After all, how can a company fully claim to be committed to sustainability if its advertising practices contradict its principles? Shouldn’t advertising be held to the same standards as other operations and investments?

Balancing both approaches not only enhances brand reputation, but also contributes to broader environmental and media goals. By incorporating these data points, brands can better evaluate the impact of their advertising strategies and make informed decisions that align with both consumer expectations and sustainability objectives.

Making Advertising a strategic part of Sustainability

Understanding the distinction between sustainability advertising and sustainable advertising allows brands to integrate advertising into their broader sustainability strategies effectively.

Some key actions businesses can take include:

✔️ Educating all relevant teams - beyond just media or marketing - on the principles and practices of sustainable advertising

✔️ Auditing current advertising practices for sustainability gaps

✔️ Partnering with ethical media platforms and vendors

✔️ Reducing unnecessary digital ad waste

✔️ Measuring and reporting the environmental impact of advertising campaigns

As businesses increasingly prioritise sustainability, advertising must evolve accordingly - not just in message, but in practice.

Does your team consider both sustainability and sustainable advertising?

Francesca Leronni