Action 5: Promoting sustainable solutions
Resources
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Promoting sustainable solutions through advertising
What is Action 5 about?
Action 5 is about harnessing the power of advertising to support consumer behaviour change.
Advertising and sponsorship in print and digital publications are powerful marketing tools as they place brands and products in front of a target audience.
Consumers do not always have the right information or knowledge to evaluate the sustainability of a product or service.
Publishers’ commercial teams have the opportunity to support brand campaigns that promote sustainable behaviours.
Why is it important?
Action 5 is essential to avoid any risk of greenwashing and misleading information in advertising.
Carrying advertisements or promotions for products or services that make unsubstantiated environmental claims may pose a reputational risk to publishers.
Promoting the principles of the Green Claims Code is a way to ensure publishers work responsibly and ethically. Adherence to the Green Claims Code by publishers’ commercial partners also helps customers and consumers in making informed greener purchasing decisions.
How to tackle it?
Behaviour change can be encouraged by embedding sustainability into commercial teams’ processes to assess customers and advertisements. Some of the enablers to do this are:
Training: Publishers should ensure that commercial teams are equipped with the knowledge necessary to act on the latest climate science, mitigation strategies and how creatives can be part of decarbonisation solutions.
Support the Green Claims Code: Publishers should set an internal advertising policy based on the Green Claims Code to advise clients on curbing misleading green claims to their best knowledge.
Resources
- Green Claims Code and Green Claims Code checklist
- Action 5: Guidance on how to develop an internal advertising policy
- Decision-making tool to assess customers and products’ ads
- List of suggested trainings (currently in development)