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.
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 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:
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.
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:
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.
Brands or companies can approach environmental consciousness in advertising in two primary ways.
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:
We can all play a role in promoting environmental consciousness. Here are a few things we can do.
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.
The author, based in Delhi NCR, is an Independent Consultant working for development sector projects as Communication Strategist for Social & Behaviour Change. With over three decades of experience, he has worked with top organizations like The Times of India, Maadhyam, and Ogilvy Advertising, before focusing on development projects. He has collaborated with Johns Hopkins University, World Health Partners, FHI 360, and the World Bank on key issues including public health, sanitation, hygiene, environment, and education.
Illustrator, Art & Design, Centre for Science and Environment, New Delhi