Let’s use our creative power to shape a better world

Advertising shapes behaviour – now we need to reshape behaviour to build a better world. Brands and agencies have the power and responsibility to drive responsible choices, inclusivity, and ethical business. The future of marketing isn’t just selling - it’s creating real impact. This is a call to action.

By Kamille Rannes Bugaj, Brand Strategy Director, Make? - Creative consultancy ?

The advertising industry’s creativity, once harnessed to drive consumption, now has the potential to inspire environmental stewardship, champion social inclusivity, and encourage conscious consumption. The stakes have never been higher, and as an industry, we have a unique opportunity - and responsibility - to step up and drive the needed change.

Marketing has always been about shaping behaviour. Every campaign, every story, every message subtly or overtly influences choices and lifestyles. This power should not be taken lightly. If we can persuade people to buy a certain brand of sneakers or aspire to a particular lifestyle, then surely we can also guide them toward more ethical, sustainable, and responsible decisions.

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Advertising as a force for good

The era of advertising for the sake of endless consumption is fading. Today’s consumers demand more from brands. They expect authenticity, purpose, and responsibility. They align themselves with companies that take a stand, and they reward those who demonstrate a commitment to sustainability and social impact. In this landscape, responsible marketing is no longer a nice-to-have - it’s a necessity.

Responsible marketing is the practice of promoting products, services, or brands in a manner that prioritizes ethical, sustainable, and socially conscious principles. It involves considering the potential impact of marketing activities on various stakeholders, including consumers, employees, communities, and the environment. It emphasizes transparency, fairness, and accountability throughout the entire marketing process, from product development and promotion to distribution and customer engagement.

Brands that embrace this shift will not only future-proof their business but also build deeper, more meaningful connections with their audiences.

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Responsible marketing is a matter of compliance and commitment

Responsible marketing is not only an ethical imperative. Governments and regulatory bodies worldwide are setting stricter guidelines to curb greenwashing, misleading claims, and unethical advertising practices. Brands that fail to comply risk reputational damage, financial penalties, and the loss of consumer trust. Beyond compliance, responsible marketing requires a deep-seated commitment to authenticity, transparency, and long-term sustainability. It involves a shift in mindset where businesses prioritise people and planet alongside profit.

When a brand consistently delivers honest messaging, sustainable initiatives, and inclusive narratives, it fosters loyalty and advocacy among its audience. This trust translates into tangible benefits such as increased customer retention, premium brand perception, and long-term profitability. In a marketplace where competition is fierce, responsible marketing is not just a differentiator; it is a driver of sustained brand relevance and enduring success.

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Marketeers: Demand more from your agencies

Marketeers hold the key to driving this transformation. By setting higher standards for your agencies, you can push the industry forward. Responsible marketing should be at the core of every brief, not an afterthought or a box-ticking exercise. It should be embedded in product choices, messaging, media selection, and measurement.

It’s time to ask: Is my brand making a positive impact? Are my campaigns driving responsible behaviour? Are we leveraging our influence to leave the world better than we found it? These are not abstract questions—they are the new benchmarks for success.

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Agencies: Use Your Creative Power to Drive Change

Agencies undeniably have great influence in shaping consumer perspectives, and with that power comes responsibility. This means challenging clients to think bigger and to integrate sustainability, ethics, and social impact into their brand narratives. Creativity is more than just a tool for persuasion—it’s a tool to inspire real change. By pushing boundaries, reimagining possibilities, and championing responsible storytelling, agencies can help build brands that don’t just sell but inspire, influence, and leave a lasting positive impact on the world.

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A call to action

The future of advertising depends on its ability to adapt and embrace responsibility. Creativity remains our greatest asset, and it is our responsibility to direct it toward something greater than ourselves. The ingenuity that can drive consumer culture can also be harnessed to shift mindsets and create meaningful change.

As Sir David Attenborough wisely has said, "Saving our planet is now a communication challenge." We are in the business of communication, and the time to lead this challenge is now. Let’s create work that doesn’t just sell but serves. Let’s use our influence to build brands that don’t just stand out but stand for something. After all, we are in the business of storytelling, culture-shaping, and impact-making. This is where our power as advertisers lies.