Studi Nielsen mengungkapkan: Iklan bertema keberlanjutan akan terus berlanjut

Hamburg – July 17, 2023 –  Sustainability-themed advertising has become a prominent and enduring trend, according to a recent study by Nielsen. The report, which uses statistics from Nielsen’s Ad Intel, a comprehensive source of global advertising data, highlights the growing significance of sustainability in advertising, as companies across various sectors prioritise the ecological sustainability of their products and manufacturing processes.

Selama dekade terakhir, iklan bertema keberlanjutan sebagian besar terbatas pada sektor-sektor tertentu seperti energi dan transportasi. Namun, lanskap ini telah berkembang secara dramatis, dengan komitmen yang meluas untuk memasukkan keberlanjutan ke dalam komunikasi periklanan di seluruh industri.

Analisis pasar periklanan Jerman, yang mengamati data dari awal tahun 2022 hingga akhir Mei 2023, menemukan lebih dari 18.000 motif kampanye yang berpusat pada keberlanjutan[1]. Studi ini berfokus pada kampanye media yang menekankan pemanfaatan sumber daya yang bertanggung jawab, tidak termasuk kampanye yang hanya menyoroti aspek keberlanjutan sosial (misalnya Fairtrade), bahan-bahan alami, makanan vegan, kesejahteraan hewan, atau keberlanjutan ekonomi.

Temuan ini mengindikasikan bahwa anggaran iklan terutama mengalokasikan sumber daya ke saluran tradisional seperti Televisi dan Media Cetak. Khususnya, merek dan produk di sektor Kebersihan (EUR 142,8 juta), Layanan (EUR 111,6 juta), dan Perawatan Pribadi (EUR 92,4 juta) merupakan pengiklan besar dalam topik keberlanjutan, sejak tahun 2022. Atribut utama yang menunjukkan tindakan berkelanjutan secara ekologis oleh perusahaan termasuk pengurangan plastik, konservasi sumber daya, penggunaan energi berkelanjutan, netralitas iklim, dan investasi dalam proyek-proyek berkelanjutan.

Studi ini mengidentifikasi tiga tema utama dalam kampanye iklan bertema keberlanjutan:

1. Advertisements promoting specific sustainable products: Companies are increasingly showcasing sustainable innovations and technologies. This encompasses the launch of environmentally friendly products, renewable energy solutions, and advanced recycling processes. Emphasising innovation underscores companies’ dedication to sustainable solutions.

2. Consumer benefits of sustainable actions: Storytelling is gaining traction in sustainable advertising, enabling brands to forge an emotional connection with consumers. Through narratives and personal experiences, brands convey the significance of sustainability and illustrate the advantages it offers to individuals. There is also a growing emphasis on local involvement, including supporting regional supply chains, utilising local resources, and fostering community engagement.

3. Emphasising the company’s commitment to sustainability: Advertising campaigns are placing greater emphasis on the circular economy and recycling. Companies are showcasing their efforts to reuse, repair, and recycle products, while encouraging consumers to support these practices.

Dirk Reinbothe, Managing Director of Nielsen Germany, said: “Ecologically sustainable practices are gaining such tremendous importance that not only established brands, but also niche industries, are integrating sustainability into their advertising strategies. Our Ad Intel study has really shown us that this is more than just a trend – it is a large priority for businesses as they seek to create an emotional connection with their consumers. There are no signs that this is going away any time soon.”

Tentang Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook dan Instagram).

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[1] Untuk analisis ini, Nielsen Jerman mengevaluasi saluran media TV, radio, cetak, online, out-of-home, bioskop, radio, dan surat langsung pada periode 1 Januari 2022 hingga 31 Mei 2023.