Sustainable Advertising
Kogan Page Ltd (Verlag)
978-1-3986-1385-0 (ISBN)
Sustainable Advertising is a manifesto for the world's advertising industry, a case for change globally: 'to change the way we work and to change the work we make'. This is the book every advertising and marketing professional needs to make every ad a sustainable ad.
Sustainable Advertising informs every stage of the advertising process with the expertise required to make advertising more sustainable, future-proofing portfolios, improving productivity, and saving money. Covering the way ads are made and distributed, to the products, services, and behaviours they promote, this book sets out the insights, best-in-class case-studies and practical guidance to accelerate change and ensure the industry is fit for purpose in the face of the climate crisis.
This must-read guide sets out a clear action plan for agencies, brands, media owners, tech platforms and individuals. It includes interviews with industry leaders including Unilever, WPP, Google, ITV, Cannes Lions, Meta, Havas, PwC, Tesco, Oxford University's Said Business School, the Advertising Standards Authority and dentsu. Learn how to avoid greenwashing, how to pitch more sustainable behaviour changes to appeal to the most customers and how advertising can make the most positive contribution to the global battle against climate change.
Matt Bourn is Director of Communications for the Advertising Association and Ad Net Zero, based in London, UK. With 25 years' experience, previously he was Managing Director of Braben, working for companies such as Sky, Channel 4, Disney and Sony. Sebastian Munden is a strategy and communications adviser, based in London, UK. He is also Chair of WRAP (The Waste & Resources Action Programme) and Chair of Ad Net Zero. He worked at Unilever for 30+ years applying the principles of business as a force for good, lastly as CEO of the UK and Ireland business.
Chapter - 01: Welcome to Sustainable Advertising;
Chapter - 02: Greenwashing, and how to avoid it;
Chapter - 03: Getting our house in order;
Chapter - 04: Ad Production;
Chapter - 05: Ad Distribution;
Chapter - 06: Sustainable supply chain;
Chapter - 07: Quick wins, and long-term success for media plans;
Chapter - 08: Events and awards;
Chapter - 09: Big Behaviour Changes;
Chapter - 10: Customer research insights;
Chapter - 11: What ‘good’ looks like now, and future;
Chapter - 12: Energy, travel, tourism;
Chapter - 13: Food, fashion, finance;
Chapter - 14: Measuring the industry's impact;
Chapter - 15: A rewarding profession and career;
Chapter - 16: Start your change journey here
"Advertising has a powerful influence on how people behave, and this is as relevant to climate action as it is to consumer trends. This book tells us everything we need to know to make climate action happen."
"Essential reading and a necessary check-in on the global industry's drive towards sustainable branded communication. More than that, it's a tool and a resource that will help us all understand how to collectively drive progress through creativity."
"The power of advertising is in its potential to change minds and change the way we live. This paradigm-shifting book demonstrates how that potential can now be harnessed for the better, to change our behaviour and lifestyles before it is too late, so that we can make the greatest change imaginable - to change to save the planet. To transform our economies to become sustainable for the future, the use of the advertising medium is the ultimate message - and this is the ultimate and indispensable guide on how to deliver the message and the change we all need to embark on."
"Matt and Seb have been at the heart of the advertising industry's drive to become more sustainable since the climate action workstream was first established by the UK's trade bodies. This book brings together all their experience and expertise about how the industry can decarbonise and ensure every campaign makes a positive contribution to a sustainable future. A must read for every advertising practitioner, with simple and straightforward guidance on how to be effective and impactful."
"The advertising industry doesn't have a pretty track record, too often shaping demand for a stream of unsustainable products. Now the authors issue a rallying cry for advertisers to become active allies in the big shift to sustainable lifestyles. Packed full of practical tips and guides, based on years' experience, they show how, in the end, every ad could become a green ad, promoting sustainable services and products, and helping us all live with less. It's a total transformation that must happen - and fast."
"The green economy is the opportunity of a generation for innovators, marketers and their agency partners. Seb and Matt have brought together the collective wisdom of those shaping an advertising industry which accelerates a sustainable future. It is full of insights, tips, and case studies, designed to help anyone involved in an advertising campaign to make a real difference now."
"The advertising industry is at a crossroads. Our legitimacy is on the line. Pretending things are greener than they are, that's like farting in public and blaming the person next to you. We have to take responsibility not for our minuscule emissions, but the advertised emissions, if we are to lead the way to a liveable tomorrow. It's time to read."
"We're saturated with advertising day-in, day-out, and it has long been a force for excessive consumption. This book provides a much-needed review for the industry, shining a light on the marketing techniques and behavioural science theory and evidence we can all use to promote greener consumption. It's a very welcome call to action for all advertisers with a green conscience."
"If we're to truly address the climate and biodiversity crises, we'll need to upend the culture of consumption stoked by the Madison Avenues and High Streets of the world. No amount of green consumerism or values-based shopping can do more than engender incremental change. In their insightful book, Matt Bourn and Sebastian Munden provide the lessons and leadership needed to transform the advertising industry to become a catalyst for positive change, from the industry's own emissions to how it can accelerate more sustainable choices and behaviors. This is a powerful, must-read book for any communicator, marketer or brand seeking to be part of a better future."
| Erscheinungsdatum | 28.02.2024 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Themenwelt | Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-10 | 1-3986-1385-1 / 1398613851 |
| ISBN-13 | 978-1-3986-1385-0 / 9781398613850 |
| Zustand | Neuware |
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