Food and drink brands must focus on sustainability throughout the year 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 24, 2021, 1:07 PM GMT+0

Sustainability campaigners could single out festive season ads for promoting excess food waste. 

Brands could perhaps tend to both the festive advert season and sustainability concerns by normalising sustainable behaviours through the year and not just around the holiday season. This approach to echoing environmental causes through advertising is even more crucial now, given how central sustainability issues are for businesses today. 

Advertising can promote sustainable lifestyles. Similarly, brands can consider ramping up ad spend promoting vegetables, fruits, whole grains and natural foods as only 1.9% of food and soft drink advertising goes to promoting vegetables. 

The food and drink sector can highlight the need for responsible advertising to deliver positive health, social and environmental impacts. While festive TV ads may be acceptable given the season, brands must cut down on junk food-promoting ads throughout the year.

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