Sustainability is the keyword for all successful businesses, and a growing number of campaigns now involve some degree of sustainability, whether in their messages or simply in brands becoming more conscious in understanding different production methods.
Sustainability is no longer just a trend – more and more companies are making it an essential part of their strategy. With global consumers actively concerned about environmental issues, and advertisers benefiting from a wide range of technologies and creative options, brands now have the opportunity to connect with their audience over a common, global issue – helping the environment and their brand image. The events of 2020 accelerated the consumer sustainability trends that were already beginning to emerge in many different markets. Although it was one of the most unpredictable years ever, it helped to create greater public awareness around sustainability and to deepen consumers' understanding of the impact we are having on the Earth. Sustainability is therefore not merely a passing fad or a short-term trend – it is at the top of the concerns of a growing number of consumers and, if brands want to succeed, they need to adapt to these new consumer sensibilities. Sustainability also offers a great opportunity for brands to be creative, and many suppliers are now involved in creating more ready-to-use green solutions.
OOH (Out of Home) refers to
advertising displayed in public and outdoor locations, covering formats such as posters, digital panels, street furniture, public transport and billboards. This form of communication aims to reach the target audience during their daily travels, taking advantage of visibility and exposure in high-traffic areas to maximise brand impact and recall. OOH is one of the best media channels not only for achieving carbon neutrality, but for positively impacting infrastructure and local and national communities. Investing in OOH can generate net-zero targets, as well as benefits for the brand and the wider community. OOH has led the movement among media owners when it comes to sustainable development. All four major OOH suppliers have already implemented strategies to promote carbon neutrality across their businesses – which is no easy task, considering that they are intrinsically linked to the physical infrastructure of cities. Around 50% of OOH advertising budgets go back into public infrastructure projects and local communities to fund everything from transport, such as electric buses, to roads, job opportunities and learning programmes. Positive social impact and close collaboration with local councils are essential to the OOH model.
As consumers ask companies to commit to their Corporate Social Responsibility and Environmental, Social and Governance efforts, more companies are adopting green initiatives and publicising them. OOH advertising is providing brands with an appropriate means of matching sustainable messages, as brands aspire to uphold consumers' wishes and needs. With the rise of solar-panel billboards and creative OOH advertising spaces, brands and organisations are better equipped to lead a successful green campaign.
In addition to successful campaigns, Dentsu global also dedicates a volunteering day to various sustainability actions, with the purpose of leaving a mark on the communities where it operates. In Mozambique, Dentsu planted trees, plants and a vegetable garden at the WoodRose school in Maputo, with the aim of helping children understand the impact that trees have on our environment. This action united environment and community, involving its employees in an activity with social impact.
