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.
在过去十年中，以可持续发展为主题的广告主要局限于能源和运输等个别行业。然而，随着各行各业普遍致力于将可持续发展融入广告传播，广告业的格局发生了巨大变化。
这项对德国广告市场的分析调查了 2022 年初至 2023 年 5 月底的数据，发现了 18000 多个以可持续发展为中心的广告主题[1]。这项研究的重点是强调负责任地利用资源的媒体活动，不包括只强调社会可持续发展（如公平贸易）、天然成分、素食、动物福利或经济可持续发展的活动。
调查结果显示，广告预算主要分配给电视和印刷品等传统渠道。值得注意的是，自 2022 年以来，清洁（1.428 亿欧元）、服务（1.116 亿欧元）和个人护理（9240 万欧元）行业的品牌和产品是可持续发展主题的主要广告客户。展示企业生态可持续行动的关键属性包括减少塑料、节约资源、可持续能源使用、气候中和以及对可持续项目的投资。
这项研究确定了以可持续发展为主题的广告宣传活动的三个中心主题：
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.”
关于尼尔森
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 (推特, LinkedIn, 在 Facebook 上 和 Instagram).
新闻联系人：
Roberta De Martino
Senior Communication Manager EMEA
Roberta.demartino@nielsen.com
Ben Gold
Communications Director, EMEA
Ben.gold@nielsen.com
资料来源
[1] 尼尔森德国公司对 2022 年 1 月 1 日至 2023 年 5 月 31 日期间的电视、广播、印刷、网络、户外、影院、广播和直邮等媒体渠道进行了分析评估。
