Climate change is no longer a distant threat; it's here, and its impacts are being felt worldwide. The question facing us now is not if we should act, but how can we leverage our collective marketing power for change?
The ad industry is already beginning to mobilise, with initiatives like Ad Net Zero and its Global Media Sustainability Framework demonstrating a real commitment to accelerating climate action.
But net zero goals alone aren't enough to make sustainable practices mainstream.
Despite corporate pledges, a recent study by CreativeX revealed that a meagre 4% of ads over a three-year period contained any sustainability messaging. This stark reality highlights the chasm between intent and action, begging the question: how can we truly move the needle?
The cultural influence and creative power that the advertising industry yields impacts every sector of the economy. Recognisng the urgent need for meaningful change, Google partnered with Project Drawdown last year to develop a Sustainability Playbook that is as relevant now as when it launched.
Focusing on actionable strategies and principles to drive consumer behaviour change, there are many ways marketing teams can play a leading role.
Connect to what’s top of mind for consumers
All too often, affordability and sustainability are seen as either-or, when the reality is that cost-saving choices are, in many cases, better for the environment.
Google Pixel’s promise to provide seven years of OS and security updates is an example of this. Tapping into consumer demand for long-lasting, more sustainable shopping choices, the Google Pixel team took to YouTube to build hype around new features coming to old model devices. Without explicit mention of the associated environmental implications, sustainable consumer behaviour was encouraged—focusing squarely on genuine user need for longevity and affordability.
Boost your audience insights with AI
Connecting with consumers in a way that feels authentic can be tricky, and this is especially true with sustainability. As with all successful marketing, the key to success lies in having strong insights. Our Insights Finder tool for marketers aggregates anonymised data signals from Search and YouTube to provide rich marketing insights using AI.
Refurbished electronics marketplace Back Market recently analysed consumer sentiment on YouTube with AI. Drawing on insights to optimise its ad messaging for both affordability and environmental consciousness, Back Market was able to achieve 350% Search lift.
Embed sustainability across your creative process
Applying sustainability to creative concepts can present marketing teams with new possibilities. Project Drawdown’s science backed recommendations encourage seemingly small creative changes, such as showing people drinking from reusable bottles instead of disposable cups, cycling instead of driving, or enjoying plant-based meals. Initiatives such as the #ChangeTheBrief Alliance, similarly draw attention to advertising’s ability to influence culture and normalise sustainable behaviour.
Now, more than ever, addressing the climate crisis demands a collaborative approach. As leaders in advertising, it’s important that campaign successes and learnings are shared widely and loudly.
To amplify Google’s organisational impact, we have served as a founding member of Ad Net Zero. Whatever your organisation’s sustainability journey, engaging in collective action can help to accelerate future progress across every sector touched by the advertising ecosystem.