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 Anúncio 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.
Na última década, a publicidade com tema de sustentabilidade estava confinada principalmente a setores isolados, como energia e transporte. Entretanto, o cenário evoluiu drasticamente, com um compromisso generalizado de incorporar a sustentabilidade às comunicações publicitárias em todos os setores.
A análise do mercado publicitário alemão, que analisou dados do início de 2022 até o final de maio de 2023, revelou mais de 18.000 motivos de campanha centrados na sustentabilidade[1]. O estudo concentrou-se em campanhas de mídia que enfatizavam a utilização responsável de recursos, excluindo campanhas que destacavam apenas aspectos de sustentabilidade social (por exemplo, Comércio Justo), ingredientes naturais, alimentos veganos, bem-estar animal ou sustentabilidade econômica.
As descobertas indicaram que os orçamentos de publicidade alocam recursos principalmente para canais tradicionais como televisão e mídia impressa. Notavelmente, as marcas e os produtos dos setores de Limpeza (142,8 milhões de euros), Serviços (111,6 milhões de euros) e Cuidados Pessoais (92,4 milhões de euros) foram grandes anunciantes do tópico de sustentabilidade, desde 2022. Os principais atributos que demonstram ações ecologicamente sustentáveis por parte das empresas incluem redução de plástico, conservação de recursos, uso de energia sustentável, neutralidade climática e investimentos em projetos sustentáveis.
O estudo identificou três temas centrais nas campanhas publicitárias com tema de sustentabilidade:
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.”
Sobre a 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 e Instagram).
Press contacts:
Roberta De Martino
Senior Communication Manager EMEA
Roberta.demartino@nielsen.com
Ben Gold
Communications Director, EMEA
Ben.gold@nielsen.com
Fonte:
[1] Para a análise, a Nielsen Alemanha avaliou os canais de mídia TV, rádio, impressos, on-line, out-of-home, cinema, rádio e mala direta no período de 1º de janeiro de 2022 a 31 de maio de 2023.
