The advertising world has seen many changes, with seismic trends transforming how brands communicate with consumers. First, it was the printed word, followed by direct mail, radio and television and finally, the internet. So what’s next for the industry? We believe that sustainability is the new digital. Due to the increased consumer awareness of their purchasing decisions’ environmental and socio-economical impact, marketers now have a more challenging task in communicating brand messaging regardless of the channel used.
Sustainability is a brand’s promise to do business in a way that has no negative impact on the environment, society or the economy. In addition to that, it outlines all the positive effects their products and services have on the world.
A marketer’s job is to communicate that message to convince people to purchase confidently. So how does sustainability fit into ATL advertising and retail design?
Baking sustainability into your long term marketing strategy is no longer a “nice to have”, but it is essential. Integrating sustainability is a process and not a silver bullet, and this process is ongoing and does not have an end date, so you have to make a long-term commitment and learn to adapt to change very quickly.
At Brand Booster, we work closely with our clients to understand their business, the values that drive them, and their goals and expectations. We then use that knowledge to shape our creative concepts, development process and implementation.
Addressing sustainability within our business and our approach to client work is a core area of focus for us and one that we are continuously expanding. We believe this is of enormous importance for everyone from the client to their customers and our industry peers.
There are three key elements to be included when developing a creative concept and mapping out the execution route:
- Focus on one area of expertise with the most significant impact and support the claims with evidence and proof. Don’t be tempted to embellish or “green proof” something that it is not.
- Be consistent in your messaging by making sure your message resonates with your audience and is evident across all channels.
- Communicate with honesty, integrity and transparency: being honest about your efforts and challenges humanises a brand and builds trust and loyalty among its consumers.
Sustainability is an investment of time and resources that can deliver legacy level benefits focused on the long term goals of a brand. Among these benefits are increased trust in the brand, increased market growth and future-proofing your brand for the new generation of consumers.
By committing to sustainability in our own business and our approach to client work, we hope to build a culture within the advertising industry and set the tone for future proof practices that inspire change and influence behaviour so that other agencies follow suit.