The younger generations prefer to buy from brands that support charitable causes and create meaning in their lives. Corporate social responsibility has become a top priority for consumers, leading to a rise in new communication initiatives and campaigns. This is important in outdoor advertising, since global spend on this medium is expected to exceed 39 billion dollars in 2023, according to a report by Advertising Expenditure Forecasts.

The B Corp movement

The increased awareness about sustainability has led to more companies reflecting on their environmental footprint. In 2006, the B Corp movement emerged in the United States to promote a new economy in which profitability is balanced with positive social and environmental impact. This business model measures a company’s performance to determine its identity and is promoted by B Lab, a non-profit organization. 

Companies with the B Corp stamp have the responsibility to create social, environmental and economic value for all stakeholders involved, from employees and clients to shareholders. Today there are more than 5,000 B Corp companies in 80 countries and 155 industries, united by their common goal to build an inclusive, equitable and regenerative economic system. Applying strategies to make advertising campaigns sustainable may be a useful step towards becoming a sustainable company.

What is sustainable outdoor advertising?

By outdoor advertising we mean all the media you see in public spaces, which are aimed at positioning the name, logo, colour and values of the brand in the mind of potential consumers. However, in the current context, consumers are increasingly committed to sustainability and demand messages that are consistent with this value. 

Sustainable outdoor advertising is about satisfying these demands while also bringing environmental benefits to the community in which it is integrated and improving the reputation of the advertiser, thus creating shared value. 

To achieve this objective, it is necessary to implement strategies that bring benefits to society and the environment, especially by reducing the carbon footprint; i.e., the amount of greenhouse gases emitted during the life cycle of the product or service, including both direct and indirect emissions.

CO₂ emissions are one of the main causes of climate change. Which is why the United Nations has established sustainable development goals aimed at reducing greenhouse gas emissions caused by human activity.

Improved business decision-making and the implementation of sustainable initiatives can help to achieve these goals and to reduce the amount of gases being released into the environment.

Systematic approach of corporate citizenship

For advertising to be considered sustainable, it must meet at least two of the five basic fundamentals established by the industry. These fundamentals are:

• Adapting to the urban environment and its needs: the environment in which the advertising will be placed must be taken into account and the advertising displays must not damage the urban infrastructure. In addition, the type of advertising must be suitable for the target audience and must respect local rules and regulations.
• Creating shared value: the advertising must benefit both society and the advertiser, have a relevant message, be informative, not mislead consumers, and be consistent with sustainability and the brand’s values.
• Awareness and responsibility throughout the entire process: the outdoor advertising must be designed, manufactured and distributed in a responsible and conscious manner. This also means considering the environmental impact of the materials used in manufacturing the advertising and how the advertising material is transported. 
• Considering the impact on the environment: the life cycle of the advertisement and its impact on the environment must be taken into account. This means that the advertising must be designed to be weather resistant and to be recyclable at the end of its useful life.
• Having a cultural or symbolic function: the advertisement must be considered an integral part of the urban environment and be able to be used to express cultural values and create a sense of community in the urban environment.

Sustainable outdoor advertising actions 

One of the most sustainable outdoor advertising actions to date is Naturgy’s “Naturgy solar” campaign with Clear Channel and Arena Media, in which they installed mupis in the city of Madrid with incorporated mobile phone chargers powered by renewable energy. 

The materials used in the mupis for the campaign were recyclable vinyl banners printed with organic inks. At the end of the campaign they were sent to a processing centre where the material was used to make plant pots for the cultivation of trees for the “Clear Channel” forest initiative, through which the company created environmental awareness.

Conclusion

Sustainable advertising has become an increasingly important tool for companies who want to be socially and environmentally responsible and to meet the demands of consumers committed to sustainability.

At Anima Advertising we believe it is necessary to implement strategies that create shared value for both society and advertisers, taking into account the urban environment and its needs, being aware throughout the entire process, considering the environmental impact, having a cultural or symbolic function and contributing to building an inclusive, equitable and regenerative economic system.