When it comes to sustainability, brands need to look beyond obvious concerns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 09, 2022, 11:57 AM GMT+0

In 2022, sustainability will include less tangible concerns like the negative impact of ad productions on the environment.

Over the years, sustainability has transitioned firmly from being a niche consideration to claiming the spotlight for brands and consumers. The increase in public awareness and discussion of environmental issues has led to increased scrutiny of so-called “greenwashing” in advertising.

Digital and virtual service providers earlier assumed they were exempted from conversations surrounding sustainability. But, consumers are now aware that even the virtual world is powered by energy and generates emissions. Additionally, the carbon impact of business activities associated with the ad industry can be calculated. As a result, the wider industry is increasingly beginning to reckon with this impact and taking steps to counteract it.

In addition to emissions generated by the company, emissions generated by entities in its supply chain are also coming under scrutiny. But, on a positive note, there is also an increasing number of resources and tools available to help businesses calculate and reduce their carbon impact.

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