Where are the green ads?

It was Earth Day on Saturday and brands appeared to want a quiet one this year. CreativeX thinks the economy is to blame.?

The creative data company issued a press release on Friday to publicise some research, which showed among other things that the number of commercials with sustainability messages had declined by 47% in the first few months of 2023.?

Anastasia Leng, the founder and CEO of CreativeX, thinks that brands’ attention has been diverted away from the environment and towards the cost-of-living crisis facing, and that is no doubt true. But it’s not the whole story.?

Brands’ commitment to green marketing has always been up for question, especially when it is compared side-by-side with their enthusiasm for other forms of purposeful marketing. Why??

It might be that manufacturers are nervous about banging the drum for the environment when they know they are among the biggest polluters. Why risk accusations of hypocrisy by consumers and censure by regulators, which have made it clear over recent years that they want to make examples of greenwashers??

It could also be that marketing is better at dealing with social issues, which more often come down to awareness and attitudes, than the climate crisis, which requires hard policy.?

Or it could just be that brands are a bit cynical and societal causes generate more interest. A sustainability-focused campaign has never resonated with people and the press on the same scale as Nike’s work with Colin Kaepernick or Dove’s calls for self esteem, to the best of our knowledge.?

But attention can be a hassle, as Budweiser has discovered to its cost since it became a target for conservatives in the US earlier this month after sponsoring a transgender influencer.?

As sales of the beer decline, Bud Light is preparing an advertising response in the coming weeks, according to?Ad Age , but the controversy may already have changed executives' attitudes towards messages that could trigger a partisan response.?

‘Boardrooms are likely going to be asking, “Is it really worth the risk?”’ former McCann Worldgroup CEO Harris Diamond told the?Wall Street Journal .?

Environmental causes may by comparison start to look a bit more appealing to brands –?those that don't just abandon purpose altogether, anyway.

Join us at Contagious Live to learn about the campaigns that we think should bring home the Grands Prix at Cannes this year.?

On 17 May at Framestore’s London offices, our editors and strategists will present some of the most innovative campaigns from the past year, explaining what makes them great.?

In addition to all the whip-smart insights and creative inspiration, you’ll also get the chance to meet and chat with other forward-thinking marketers, strategists and creatives over pizza and drinks.?

Tickets cost just ￡35, but we’d advise you to hurry if you want to secure your place. Our last Contagious Live event sold out weeks in advance.?Contagious .

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Photo by Noah Buscher on Unsplash