Have you ever watched a TV commercial and felt good about a product or company? Maybe it made you laugh, or maybe it made you think. But did you ever think about how a commercial might also make you care about the environment?

That's what we're talking about here – ads that are not just about selling stuff but also about caring for our planet. It's called environmental consciousness in advertising.

What is Environmental Consciousness?

Being environmentally conscious means thinking about how our actions affect the world around us. It could be about reducing waste, saving energy, or protecting our natural resources. Relatively a larger percentage of people now seem to care about the environment. And, because of this, more companies are wanting their ads to show that they too are worried about the planet. They’re talking about how they are trying to be greener, like creating less waste or using clean energy. And, advertisement that sells is considered a good advertisement by the companies. So, if 'Environment' as a theme catches attention and creates a goodwill for the company or brand it is but natural to be used by companies in their advertisements. This is in an attempt to make people like the company more and want to buy their things. From the consumer perspective however, it’s not just about selling products anymore; companies must also demonstrate that they care about people and the world.

Ads and the Environment

Ads are everywhere – on TV, on the internet, on billboards, and even on our phones. They try to convince us to buy things, from fashion accessories to gadgets to cars to almost anything and everything. But some ads are starting to do more than just sell products. They're also trying to raise awareness about environmental issues.

These ads often show us the problems our planet is facing, like pollution, deforestation, and climate change. They also show us how we can help, by making small changes in our daily lives. For example, an ad might show us how to recycle, save water, or use less energy. Such ‘Green’ Ads can have a big impact. They can:

• raise awareness and bring environmental issues top-of-mind.
• inspire people to make positive changes.
• encourage businesses to be more sustainable.
• create political will and influence decision-makers to create enabling policies and regulations.

There are some good examples of environmental consciousness in advertising. IKEA for example has been a pioneer in sustainable furniture and home goods.

Their ads often highlight eco-friendly materials and energy-efficient designs. Patagonia's ‘Don't Buy This Jacket’ was a bold campaign that encouraged consumers to think about the environmental impact of their purchases and to buy only what they truly need.

Then there’s the Dove campaign – while not strictly environmental, the campaign promotes body positivity and self-esteem, encouraging a more sustainable approach to beauty standards.

In India, Tata Tea's 'Jaago Re' campaign has been instrumental in raising awareness about various social issues, including environmental concerns. By addressing problems like illiteracy, corruption, and child labor, the campaign indirectly contributes to a better environment.

Similarly, Tanishq's ‘Jewellery Recycling’ campaign encouraged customers to recycle old gold jewellery, reducing the environmental impact of gold mining.

Environment as a Hot-Button for Advertising

Hot-Buttons in the advertising world refer to platforms that cut across geographies, race and cultures to create universal acceptance. In Indian context, the Hot-Buttons that one may see applied mostly, are:

• Cricket
• Cinema
• Politics
• Religion, and
• Family

Most ads are made using one of the above as an underlying theme in their construct.

Remember, a chocolate ad that said ‘Kuchch khaas hai zindagi main’ (cricket)?

Or a detergent ad showing Holi festival being played by both Hindu & Muslim families (religion)?

Likewise, if you notice carefully, all ads will find a basis in one or the other of the Hot-Buttons mentioned above. In recent times, there is growing evidence to suggest that ‘Environment’ too is fast becoming a Hot-Button. It can be the main subject being talked about in an ad. Or it can be the underlying theme of an advertisement even though the main subject being talked about is something else.

Two paths to a Greener Brand Image

Brands or companies can approach environmental consciousness in advertising in two primary ways.

1. The company or brand can focus on their internal practices, highlighting eco-friendly production processes, usage of sustainable materials, or energy-efficient operations. For instance, a detergent brand might emphasize its biodegradable formula and plant-based ingredients. Or a shoe company can emphasize upon its use of plastic waste in manufacturing its products.
2. Brands can adopt a cause-related marketing approach, aligning with a specific environmental issue to create a larger impact. A water purifier company, for example, could partner with an NGO to address water scarcity, using the campaign to promote their product's ability to provide clean drinking water.

Cause-Related Marketing for the Environment

Cause-related marketing is when a company supports a social or environmental cause in partnership with a non-profit organization. This can be a powerful way for brands to build a positive image and connect with consumers who care about the environment.

A well-known dairy co-operative in India, has been actively involved in sustainable practices. Their focus on farmer welfare, animal care, and environmentally friendly dairy production aligns well with the growing consumer interest in ethical and sustainable products. While not a specific campaign, their overall approach to sustainability can be seen as a form of cause-related marketing. Here's how brands can adopt a cause-related marketing approach:

• Choose a Relevant Cause: Select an environmental issue that aligns with the brand's values and target audience.
• Create a Strong Partnership: Work closely with a reputable environmental organization to develop a mutually beneficial campaign.
• Measure Impact: Track the results of cause-related marketing campaign to assess its effectiveness.  
• Communicate Clearly: Clearly communicate about partnerships and the impact of their efforts.
• Be Consistent: Make cause-related marketing an integral part of the brand's identity, not just a one-time event.

What Can We Do as Consumers of Products and Brands?

We can all play a role in promoting environmental consciousness. Here are a few things we can do.

• Watch for green ads: Pay attention to the messages in the ads we see.
• Think about issues being highlighted: Do a little homework to dig deeper in the issues; search for facts and figures; read experts’ views and analysis on those topics.
• Talk about environmental issues: Discuss these issues with our family and friends.
• Make eco-friendly choices: Choose products that are good for the planet; adopt the reduce-reuse-recycle practices in our lives
• Support companies that are doing the right thing: Let companies know that we appreciate their efforts to be sustainable.

It’s important to remember, however, that not all ads claiming to be green are truly helpful to the environment. Some companies might just say they care, but their actions don't match their words. It's called 'Greenwashing'. It occurs when a company makes exaggerated or misleading claims about their environmental practices or products to appear more eco-friendly. For example, many phone companies promise to recycle old phones and e-waste. The regulations make it mandatory for them to do so too, but very few actually follow this practice. To make a real difference, companies need to be honest about what they do and follow through on their promises.

By being truthful and caring about the planet, the companies and brands can win over customers and create positive change. Companies can use their power to make the world a better place. We, as consumers, on the other hand, need to be careful and watchful to see if companies are really doing what they say. By working together, we can encourage businesses to be greener and build a better future for everyone. Together, we can keep the hope alive.