Marketing has always played a key role in driving behaviour change. We’ve facilitated and influenced societal shifts for years. Is it time to take on a brief that truly matters: Can we use marketing as a force for good?
As brands and governments set ambitious sustainability goals, agencies cannot afford to remain passive. Agencies have long been partners in shaping brand identity and consumer behaviour. Now, with governments imposing stricter regulations, such as India’s new “Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 2024” issued by the Central Consumer Protection Authority (CCPA), there is growing pressure for agencies to lead the charge in substantiating environmental claims. These guidelines aim to prevent greenwashing and misleading claims, ensuring transparency and accuracy in sustainability-related advertising. This urgent need for transparency now touches every aspect of brand communication and agency practices.
Sustainability is not just a compliance task—it’s a statement of a brand’s long-term value and resilience. Companies embracing these frameworks are showing how sustainable practices drive growth and, in doing so, proving their readiness to thrive in a rapidly evolving world. Investors are increasingly rewarding businesses that demonstrate sustainable value creation through ESG integration, with India’s commitment to decarbonisation by 2030 reinforcing this trend. For advertising, this means creating narratives that reflect a deeper commitment to sustainable business, reinforcing both consumer trust and brand longevity.
Shifting the Output
The industry’s creativity must now focus on initiatives that have a positive climate impact. Campaigns can be designed to challenge current consumption narratives and highlight the sustainability priorities of brands. By doing this, they can convey a story of value creation and future readiness, ultimately driving behaviour change. Additionally, should we consider measuring advertised emissions instead of just impressions? This would shift the focus from how often an ad is seen to the actual environmental impact of the products being promoted, encouraging brands to take greater responsibility for their sustainability efforts.
Shifting the Client
Equally, agencies must guide clients toward sustainable practices. This involves making sustainability a core part of client conversations and collaborations. One can no longer stay neutral—they must encourage change and change the brief.
Shifting the Model
The industry must also embrace circular business models and long-term strategies, moving away from the short-termism that dominates advertising today. This future-oriented approach considers macroeconomic, societal, and environmental trends as key drivers of business success.
Bridging the Value-Action Gap
Despite an increasing demand for sustainable products, a gap between consumer intent and action persists. A GfK study revealed that 63% of consumers distrust brands’ sustainability claims. Bridging this trust gap requires authentic, transparent marketing that reflects real sustainability efforts. India’s new greenwashing guidelines tackle this issue head-on by banning vague or unsubstantiated environmental claims. These regulations are part of a broader movement to build trust and promote genuine sustainability. The future of advertising lies far beyond clicks and fleeting attention, hopefully. As we confront global challenges like climate change, the industry can redefine what it means to create value. Transparency, community investment, and authentic engagement will form the foundation of this new era. Advertising can become a force for good; it must evolve to ensure that brands’ claims are credible, driving both consumer confidence and behaviour change.
