What is sustainable advertising?

 The latest IPCC report has been shared publicly the 1st March 2022 and reveals that climate change effects are outpacing our ability to adapt.
Are we still supposed to approach advertising the same way?

In 2014, 360 Agency Berlin thought that it was time for a structural change in the advertising industry and that profit could no longer be the main KPI to measure success. Advertising should not be impermeable to the latest gigantic consumer concerns and brand perceptions evolvement. It is time for marketing to embrace new survival indispensable changes.

Sustainable advertising shall align the DNA and real attributes of the brand with its communication. Therefore dishonest attempts of companies to promote false environmental qualities shall be strongly sanctioned. For consumers, it is worrying to see that many brands environmental claims and products attributes are not systematically verified.
As a consequence it might erode the credibility of sustainable efforts on the long term.  This is why it is vital to fight actively against greenwashing, but also offer new propositions to better regulate our industry.

For further info I highly recommend to read our ‘Sustainable advertising manifesto’ accessible via the following URL: www.whatissustainableadvertising.com