Do Environmental Messages Truly Influence Ad Effectiveness? Unveiling the Data-Driven Facts
New research by ITV and System1 shows that environmentally-focused advertising has great potential for effectiveness, debunking previous claims that such messages have no impact
Incorporating environmental messaging into advertising has no effect on its effectiveness, as demonstrated by cross-industry research. The study reveals that being environmentally conscious does not deter viewers, nor does it guarantee success. Advertisements with an environmental message perform similarly to the UK average, as indicated by 'The Greenprint' study conducted by ITV, System1, and behavioral scientist Richard Shotton.
The report indicates that there is still a significant untapped potential for brands to improve the effectiveness and engagement of their green-related advertisements. This is supported by a study of 1,000 randomly chosen British TV advertisements from the past three years, which aimed to evaluate the presence and communication of environmental messages within them.
Only 8% of ads were found to include an environmental message, despite a growing public demand for climate action and over 80% of UK adults expressing concern about climate change. The study also indicates that the topics highlighted by brands often do not align with the public's top concerns. The most prominently featured environmental message was waste reduction, appearing in 22% of ads, despite this ranking 60th in importance for reducing carbon emissions according to Ipsos and Environmental Research Letters. The report concludes that the marketing industry is currently failing to prioritize the most impactful green behaviors.
Green effectiveness
Kate Waters, the director of client strategy and planning at ITV, believes that the study provides proof that broadcasters and advertisers can promote an environmentally-friendly agenda. She states, "ITV has a significant impact on culture through our content and the advertising we broadcast. Therefore, we can play a crucial role in facilitating the nation's transition to a greener economy. As part of our commitment to this cause, we aim to assist advertisers in creating effective advertisements that contribute to the necessary change."
Behavioural scientist Richard Shotton, founder of Astroten and a columnist for Our Website, asserts that marketing can positively influence climate-friendly behaviors, but there are significant disparities in the impact of advertising campaigns. In response, The Greenprint offers a variety of strategies for the industry to ensure that green messaging is communicated effectively.
The report suggests that advertising should concentrate on positive, simple approaches with an inspirational attitude. Consumers are less likely to react positively to negative, bossy messages, and advertisements that use such tones are unlikely to bring about any changes in behavior among the audience.
The study indicates that advertisements should center on real people or recognizable characters to make the topic of the environment more relatable and green behaviors seem more attainable. Utilizing "fluent devices" such as recurring brand characters helps to establish familiarity and effectively convey messages.
Furthermore, the report highlights the importance of ads being effective in order to influence environmental attitudes among the audience. It suggests that the most effective way to create an engaging environmental ad is to prioritize creating an engaging ad in general.
Jon Evans, the chief customer officer at System1, emphasizes the importance of impactful environmental narratives in advertising for driving lasting change. This insight coincides with the launch of the environmental festival COP29 in Dubai. The Greenprint also highlights the significance of aligning marketing messages with broader cultural context as a way to effectively connect with audiences and prompt action.
Effective environmental narratives in advertising play a vital role in inspiring long-term change
John Evans, System1
Marketers play crucial roles in addressing climate change in the areas of awareness, education, reputation, and driving change, according to The Greenprint. The initiative emphasizes the industry's capacity to directly engage with climate-related content.
