Ipsos | Sustainable Advertising

Advertising is a powerful tool for shaping the perceptions of people and society. In a world where there is more attention being given to sustainability, from both an environmental and social perspective, it is important that people can see themselves not only represented, but that the representation is a true reflection of their own behaviours, values, and beliefs. We observe that to do this well requires a deep understanding and empathy, something that is illustrated via seven examples in a new Ipsos paper . Ipsos' Creative Excellence team also review Virgin Atlantic's 'See the World Differently' campaign, a standout example of how authentic portrayal and positive representation can be joyful and provide a positive impact for the brand.?

Earlier this month saw celebrations across the globe for International Women’s Day (IWD). Research conducted by Ipsos, in partnership with SeeHer, highlights how honest and positive depictions of women in advertising can have the ability to not only benefit brands in the short term but to also build stronger long term brand relationships.

But when it comes to sustainability it is not only advertising that has a role in communication, elsewhere we explore the role packaging material and claims have when engaging consumers.

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Latest Ipsos Insights

Positive depictions of women in advertising

SeeHer and Ipsos’ joint whitepaper, Strive for More, highlights how positive, authentic and nuanced representations of women and girls in advertising can impact short-term sales and build stronger long-term success for brands. Women shown as having more agency over their lives drove higher Gender Equality Measure? (GEM?) scores, as did ads that depicted women achieving their goals or pursuing their personal passions. These ads provided viewers with positive role models as well as driving favourable brand perceptions.?Read the report

The Black Collective Podcast

Discover?the first episode of the ‘Black Collective’ podcast series. Listen and learn more about the hosts professional journeys and delve into discussion around US Black History Month and the perceptions surrounding this annual event.?Listen to the podcast

Sustainability Advertising and the Role of Empathy?

The Ipsos 2022 Earth Day report revealed that 61% of people in the US think that businesses should act now to combat climate change. This new Ipsos point of view explores how a blend of empathy and credibility can help businesses in getting sustainable advertising right.?Read the paper

Mapping the journey to sustainable pack: What consumers want

The accumulation of waste, packaging and plastic is the third-biggest environmental concern for consumers across the globe. Despite consumers looking for more environmentally friendly pack solutions, perceptions of what’s sustainable differs notably between markets and even between categories in the same market.?Read the paper

Making Belonging Joyful: Inclusive representation in advertising?

Challenging the status quo, Virgin Atlantic’s ‘See the World Differently’ campaign promotes individuality and diversity. The campaign, fittingly played to Gloria Gaynor’s “I am what I am”, celebrates uniqueness and taking pride in what makes you special. We explore what makes the advert a success.?Read the paper

In our latest sustainability podcast, Samira Brophy , Senior Director of Creative Excellence at Ipsos joins Nicola Kemp , Editorial Director at Creative brief to discuss the significance of bridging the gap between creativity and diversity for brand advertising. They identify key brands that have incorporated diversity and inclusion in creative advertising with Virgin Atlantic’s ‘See the world differently’ ad campaign as a case in point. Listen to the podcast

Expert Perspectives: Kate Meshar: Sustainability v the cost of living?

Conversations around the premium nature of greener food choices have become more contentious. In this podcast, Ipsos’ Kate Mesher joins Jonathan Hall of Kantar and Aoife Allen of Hubbub to investigate whether making sustainable food choices is costly, the shared responsibility of acting sustainably and how brands can communicate effectively to avoid greenwashing claims and heightened cynicism. Listen to the podcast

Ipsos on Stage

Sharon White: An International Women's Day conversation

To mark International Women’s Day (IWD) this year, Ipsos joined the Global Institute for Women’s Leadership at King’s College London for an exclusive panel event and Q&A. Our Chief Executive, Kelly Beaver MBE, shared a summary of our Global Advisor IWD findings , with former Australian Prime Minister Julia Gillard and Dame Sharon White, Chairman of the John Lewis Partnership . Julia Gillard also spoke to Sue Phillips , President of the Ipsos Gender Balance Network, to reflect on what we can do to push positive change. ?View on demand

The Ipsos Foundation: Supporting students from low-income US communities on their college journey

The Ipsos Foundation supports iMentor , a US non-profit organisation helping students from low-income communities enrol in college and succeed academically.

iMentor offers these young people, two-thirds of whom are first-generation college goers, access to one-on-one mentoring relationships with adult volunteers through their last years of high school and first years at university. The programme has been shown to increase their academic achievements and their chances of succeeding later on in their career. A special thanks to our Ipsos colleagues who have agreed to become mentors.?Get in touch ([email protected] ).

More This Month

Discover more sustainability insights from across Ipsos on?our website .

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