Franka Mai New Business
"A world where sustainability is a priority in advertising?". Fascinating outlook, I think, and begin, quite strategically, to develop scenarios. The first one hits me like a blow: I would probably be unemployed.
The beginning of the end of the advertising industry?
But let's start from the beginning: The so-called worst-case scenario. A world in which sustainability was truly the top priority, with unconditional consistency, would possibly be a world in which there would be no more marketing, no more advertising. Because let's be honest: consumption - Latin consumere "to consume" - is the opposite of preserving and restoring. Modern consumption requires resources, energy and transport routes. Only if we reduce it to the minimum and learn to do without, can consumption be sustainable to some extent. Not only climate-damaging products would then be taboo, but any form of unnecessary purchase activation. No super savings weeks, no winter sales. Only sufficiency marketing would perhaps still be within the bounds of what is permissible: "Don't buy this jacket" Patagonia warned in 2011 in a legendary anti-Black Friday campaign.
With such a low media spend, the big ad-financed platforms would soon discontinue the service or switch to paid models. The final demise of Google, Meta and co.?
The few companies that manage to survive in this consumer-free future will defend their existence with scarce in-house resources. So would that be the end of the advertising industry?
"That is completely unrealistic! Consumption is part of our culture and the engine of the economy," I think, disillusioned but relieved at the same time. There must be other scenarios in which radical renunciation is not the only answer to sustainable consumption, but the redirection of consumption power into better patterns.
Advertising that does good
In other words, the complete opposite: a world in which a focus on sustainability helps the advertising industry to flourish. If the last few years have taught us anything, then hopefully it is that every transformation - also forced by crises - is exhausting, but in the end also holds potential.
For example, new focal points and themes. No more mindless over-consumption, but a focus on a healthy and conscious lifestyle, on longevity and quality, on recommerce and second-hand, on origin and production. Focus on more appreciation of products and services that can be enjoyed again and again instead of just once.
New occasions, new KPIs, new growth areas
New consumption occasions would emerge: Instead of Black Friday, there would be "Repair-Recycle-Reuse" campaign days. Targeted occasions to return things to the resource cycle.
Successful communication and media planning would have to be measured against new benchmarks: Reduction of emissions would be the top KPI. Small, short, fast digital formats would be at the heart of every media strategy. Landing pages would be optimised for shorter rather than longer dwell times.
All this would need scientific expertise and perhaps even regulation. Instead of job cuts, new fields of expertise are flourishing: From diversity consulting, to green media and green production, to carbon accounting of entire campaigns.
More creativity, more talent
Creativity would become even more important. Because mass media and remarketing algorithms would have had their day (poor carbon footprint) and because sustainability alone would no longer be a differentiator. If everyone is 'equally good', new, more emotional, more entertaining perspectives and implementations are needed. Each brand would have to create its own environments to reach people. This would ultimately make the industry a magnet again for young creative talents seeking meaning.
In the end, as is so often the case, the truth will lie between the two worlds. Personally, I hope for the latter and that this world is not so far away. An entire industry that collectively recognises and uses its ability to advance good. How great would that be?