How can advertising normalise sustainable choices?
Advertising has a huge influence on our lives. It is a cornerstone of our culture, with the ability to either reinforce or challenge societal norms. The industry is, therefore, in a privileged position when it comes to normalising sustainable behaviour.
But how many advertisers are featuring sustainable behaviours in their ads, and where is there room for improvement?
Kantar’s Sustainable Behaviour Ad Tracker, created in partnership with AdNetZero, tracks sustainable behaviours in ad campaigns globally by analysing the ads in Kantar’s LINK database.
The tracker supports Ad Net Zero’s “Every Brief Counts” initiative - a toolkit built to help advertisers and their partners include more sustainable behaviours in creative briefs, whether it’s the type of food shown in an ad, the mode of transportation, renewable energy choices, or the activities depicted.
The tracker gives the ad industry a new level of insight, as well as the ability to benchmark how performance is trending over time and across categories and markets.
Download the full report for deeper insights
Want to explore how advertising can more effectively normalize sustainable choices?
Get the complete Q3 Sustainable Behaviour Ad Tracker results, including category benchmarks, market comparisons, and actionable recommendations.
Key insights from the Q3 Sustainable Behaviour Ad Tracker
% of ads featuring the following sustainable behaviours.
Why every brief should count
How the ad industry can help sustainable choices become the norm
For ads with overt sustainability messaging, advertisers can use LINK to assess whether their message makes people feel more positive about the brand and whether it is likely to contribute to positive changes in behaviour. For more implicit sustainability references, advertisers can gauge consumers’ response to these elements to ensure they don’t cause a distraction, or test alternative options.