Why is the advertising sector needed to promote
As an essential link between producers and consumers,
the advertising sector - i.e. companies, advertising agencies and
media - has indeed a significant influence on consumption. Therefore,
taking advantage of the communication skills and creative talent
of the profession would help shift consumption patterns to make
them more sustainable.
How can the advertising sector help promote
- advertising agencies can influence the
communication strategies of their clients by stressing the advantages
a product, a service or an action could present as regards sustainable
- the media could favour the development of
broadcasts and articles aimed at informing the public on these
- stakeholders should focus on environmental
management and ensure that their practices move towards energy
efficiency, recycling and waste reduction. In business relations,
they could provide incentives to partners, suppliers and subcontractors
who follow similar management practices.
What could the advertising industry gain from
- As regards companies, offering greener products
and services to the market can notably enhance brand image, increase
market share and spur innovation. Promoting green marketing and
communicating on the assets of a product or a service as regards
sustainable consumption offer opportunities for creating business
value, since consumers become more and more aware of the environmental
impacts related to the consumption of specific products.
- For advertising agencies, new business opportunities
could appear with the development of messages related to sustainable
consumption issues. Governments, NGOs and international organisations
increasingly communicate on environmental issues like energy savings,
water use or waste recycling, but also on social issues such as
child labour, human rights or, more generally, on quality of life.
All these topics are related to sustainable consumption and should
be taken into account by the advertising agencies if they do not
want to miss future expanding markets.