What Display Daily thinks: The display industry may have a materials issue. We talked with Jeff Yurek recently about heavy metals in display materials, and that was enlightening. Sustainability is becoming a central point of advertising messages with environmentally responsible practices becoming a feature of a product. Consumers have ecological considerations and this marks a fundamental shift in how companies will have to address markets about their commitment to their customers’ values.
So, you have to ask yourself, what is it going to cost me? The US lags behind Europe and the rest of the world when it comes to regulations and best practices for sustainability in consumer electronics. You can argue that point as much as you like, but it is palpable in any discussion with the average US consumer versus, for example, a German consumer. That doesn’t mean that the display industry isn’t going to face some stark choices as it looks to remove any materials that will be considered harmful or ecologically unsound. It’s a cost that the industry has to bear.
Rising Momentum: Sustainability-themed Advertising Takes Center Stage Across Industries
According to a recent report in CSR Wire, sustainability-themed advertising has undergone a significant transformation in recent years, moving beyond its initial presence in limited sectors to become a pervasive and enduring trend across various industries. A study conducted by Nielsen, using data from Ad Intel, their comprehensive global advertising data source, highlights the growing importance of sustainability in advertising. The analysis of the German advertising market, covering the period from 2022 to May 2023, revealed over 18,000 sustainability-focused campaign motifs.
Unlike the past, where sustainability-themed advertising was primarily associated with energy and transportation, companies now from diverse sectors are prioritizing ecological sustainability in their products and manufacturing processes. The study identified three key themes prevalent in sustainability-themed advertising campaigns:
- Promotion of Specific Sustainable Products: Companies are actively showcasing sustainable innovations and technologies, such as environmentally friendly products, renewable energy solutions, and advanced recycling processes. This emphasis on innovation demonstrates companies’ commitment to sustainable solutions.
- Consumer Benefits of Sustainable Actions: Storytelling has become a compelling approach in sustainable advertising, allowing brands to forge emotional connections with consumers. By narrating personal experiences, brands highlight the significance of sustainability and the advantages it brings to individuals. Additionally, there is an increasing focus on local involvement, including support for regional supply chains, utilization of local resources, and community engagement.
- Emphasizing Commitment to Sustainability: Advertising campaigns now place greater emphasis on the circular economy and recycling. Companies showcase their efforts in reusing, repairing, and recycling products, encouraging consumers to support these practices.
