Green Media’s fight for a sustainable future

We just need to show clients that the brave option is starting a new journey to a better scenario

If more people took up the mantle of standing and fighting simply through the minor provocation of being called a chicken, like Marty McFly, the world would be a much different place.

On the plus side, if scientists could just call world leaders chickens and force them to react, they might actually get the planet fixed. On the downside, life would most likely be one constant western-style (more BTTF3 than BTTF1) barroom brawl with the noise of clucking and punching ringing in our ears 24/7.

Fighting is exceptionally important in our industry. If we don’t fight all the time to make great work, we don’t survive. It’s a constant battle. But within that battle, there are a million other fights to take on.

And one we’ve decided to throw a lot of our energy into is the fight to save the planet. It’s why we’re B Corp, is why we’re pushing 3D real-time engines such as Unreal into the industry. And why we think everyone should be pushing the green media agenda.

But winning the sustainable media fight won’t be about bravado, intimidation or swinging a fist; that’s for the past. It will be about vulnerability. The vulnerability to admit that we have been doing it wrong in the past and that we need to change our approach. Because there is no plan B.

And as agencies, we need to help clients embrace that vulnerability and have them come on that journey with us. Because it’s not a simple solution at the moment.

Media is an exceptionally confusing space with historical baggage, new technology and so many agencies to choose from. Throwing green credentials on top of this is sure to add to that confusion.

To win this fight, we need to start highlighting to clients how green media is not just saving the planet, but saving them money and building their business in the right way.

So here are some ways in which green media can help transform a client’s business.

Long-term impact — this one is obvious but worth saying

By reducing energy consumption, minimizing waste, and promoting eco-friendly media channels and working with green partners,  marketers can help drive positive change in the industry and leave a lasting impact on the environment. Also joining CAN – Conscious Advertising Network is a great way for advertisers to be more sustainable, ethical and diverse. And, of course, becoming a B Corp.

Targeting eco-conscious consumers

Sustainable media allows marketers to target specific demographics that are more likely to be environmentally conscious. This approach ensures that marketing messages reach an audience that appreciates sustainability efforts, increasing the likelihood of engagement and conversion.

Cost savings

Sustainable media involves optimising media consumption, and reducing waste and inefficiencies. By focusing on targeted advertising and eliminating unnecessary spending on irrelevant channels, marketers can optimise their budgets, maximizing the return on investment (ROI) for their campaigns.

Consumer engagement

Sustainability initiatives often resonate with consumers, leading to increased engagement and interest in a brand. By incorporating sustainable messaging into marketing campaigns and leveraging eco-friendly media channels, marketers can create meaningful connections with their audience and encourage active participation and advocacy. However, it is vital that the messaging you put out is aligned with your brand values or you will get called out for greenwashing. Modern consumers know these tricks now and won’t let you get away with it.

Regulatory compliance

Governments and regulatory bodies are increasingly imposing stricter environmental regulations. By adopting sustainable media planning and buying practices, marketers can ensure compliance with evolving sustainability standards and avoid potential legal and reputational risks.

You don’t need to call a client ‘chicken‘ to get them to stand and fight. We just need to show them that the brave option is starting a new journey to a better future. Not going back to the past.

Featured image: Fahroni / Canva

Chris Shadrick, Chief Strategy and Growth Officer, Collective

Chris is an experienced CSO at board level facilitating growth for agencies and brands through a deeper understanding of human behaviour. He is the Chief Strategy and Growth Officer at Collective World leading accounts for Mercedes-F1, Hyundai, Unilever and Avis, as well as driving growth for the agency.

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