Reflective of the initial study, our own research shows the importance marketers should be placing on environmental topics, with 84% expecting advertising to clearly demonstrate the eco credentials of a product. Marketers have a responsibility to clearly highlight the efforts companies are doing to increase sustainability.
As an industry, Outdoor is striving to become more environmentally sustainable. In recent months, new printing techniques have been adopted allowing the use of water-based inks, allowing greater levels of recyclability for posters on bus stops and billboards. In addition, campaigns in NI and ROI have delivered regional media firsts, with 100% recycled paper used for 6 Sheet posters.
“[Sustainability] isn’t just about convincing people to have shorter showers, eating less meat or using refills. It’s also about making sustainable choices simple for them, recognising that we haven’t always made it easy for people to see both the value and the values of their chosen products” – Conny Braams, Global CMO, Unilever.
In the last year we’ve seen accelerated change in many aspects of life, and with a dramatic difference in our lifestyles now it’s no wonder sustainability and environmental credentials are increasingly important to consumers. Half of respondents in our Green Means GO-OH study consider the environmental benefits of a product when making a purchase decision. So, the message, and how it’s delivered is becoming more and more important to consumers. Marketers should make their sustainability commitments confidently and Outdoor is the perfect platform to make a bold statement.