Authors: Nikolai Tamm, Niklas Schultz, Jonas Behrens, August 30. 2024
1 Definition and Relevance
The media and advertising industry is a central part of the global economy and encompasses a variety of products and services ranging from traditional print media, radio and television to digital and social media. The sector can be defined as an industry that focuses on the creation, distribution and monetization of content aimed at informing, entertaining or influencing target audiences. The content produced is often financed by advertising, which underlines the importance of the advertising industry as an integral part of the media industry.
According to McQuail’s theory1, the media industry is a highly differentiated sector that encompasses a variety of products that convey both cultural and commercial values. This duality is reflected in the dual role of the media as a producer of cultural content and a driver of economic growth. They therefore have the potential to change and influence society and the people who consume them. The advertising industry acts as a key mechanism for monetizing this content by enabling the exchange of attention for financial revenue, thereby influencing the economy and society2. In terms of sustainability, the industry has a special pluralistic value creation role to play, as media and advertising companies must find a balance between economic goals and responsibility towards their stakeholders3. They create value by providing information, entertainment and advertising, while at the same time complying with ethical standards and assuming social responsibility4.
1.1 Economic Relevance
There is still debate in the literature as to whether advertising expenditure in the form of intangible assets increases company value, although there are indications that there is a positive correlation here5-7. Globally, the media industry is estimated to have contributed around USD 2.1 trillion to the global economy in 2022, accounting for around 2.5% of global GDP. In the US, one of the largest markets for media and advertising, the industry generated revenues of over USD 700 billion in 2021 alone, with digital media representing the largest growth area. This revenue includes both direct revenue, such as from advertising and subscriptions, and indirect revenue from the sale of media content and services to other industries. In terms of employment, the media and advertising industry provides millions of jobs worldwide. In the EU, for example, over 5.5 million people were employed in the “creative and cultural industries” sector, which includes media and advertising, in 2020. This corresponds to around 2.7% of total employment in the EU. Advertising plays a key role in financing the media. In 2021, over 750 billion US dollars were spent on advertising worldwide, with digital advertising now accounting for more than 60% of the total advertising market.
These figures underline the economic importance of the sector, as advertising not only boosts consumption but also contributes to the financing of media content8-11. The media and advertising industry continues to grow and is therefore expected to gain relevance in the global economy in the coming years. (see Figure 1)
Changes in economic activity can have an impact on the consumption of goods and services by media and communication companies as well as on the production and sale of media and communication services. In times of economic recession, media companies are more affected than other industries because these companies are both consumers and producers, but also because many companies are cutting back more on advertising and media costs13,14.
The media and advertising industry faces a number of particular challenges with regard to the economic dimension of sustainability. Rapid digitalization and the associated changes in consumer behavior are forcing the industry to continuously adapt and remain innovative. Its economic importance is not only visible through its direct value creation, but also through its considerable influence on other sectors. Companies can market their products and services efficiently through advertising and media presence, which has a significant impact on consumer behavior and the structure of markets. This phenomenon is particularly amplified in social media, as they provide platforms that can exponentially increase the reach and impact of advertising campaigns15. This dynamic interaction demonstrates the role of the media and advertising industry as a driver of economic growth and a key player that contributes significantly to the economic vitality and future of sustainable developments through its wide reach16.
In the quest for more sustainability in business practice, the Common Ground Initiative deserves special mention. This initiative is a major collaboration within the media and advertising industry that focuses on promoting the United Nations Sustainable Development Goals (SDGs)17. It was launched in June 2016 at the Cannes Lions International Festival of Creativity and brings together the largest global advertising agencies – including WPP, Omnicom, Publicis, IPG, Dentsu and Havas. Their common goal is to join forces across the industry to make a positive social and environmental impact while communicating the importance of the SDGs globally and, most importantly, leveraging the industry’s broad reach16. The Common Ground Initiative has launched various campaigns and projects that support the SDGs. These projects range from awareness campaigns and targeted social initiatives to working with non-governmental organizations (NGOs) and governments to promote sustainable development18. In contrast, the authors criticize the fact that the Common Ground Initiative mentions few concrete measures by the companies, but merely commits to the SDGs. Concrete sustainability goals and measures to achieve them are missing, as are commitments to achieve certain KPIs such as CO2 targets16.
2 Background
Media and advertising can be seen as tools that have a transformative power on the environmental, social and economic dimensions of the sustainability process. Sustainable advertising and media not only have a direct influence through products or services but can also have an indirect effect on drivers and barriers.
The media and sustainability are connected in many different ways. On the one hand, climate and environmental protection is becoming increasingly important in reporting and addressing different target groups. On the other hand, it also affects the operational areas of the media industry, as an economic sector and as an employer.
2.1 Measurement
2.1.1 Key Performancce Indicators (KPI)
In the media and advertising industry, various key performance indicators (KPIs) are used to measure progress and success. If you look at the area of social media, for example, various KPIs stand out. Likes, followers or views are important indicators for this industry19. Not only KPIs that measure the success of advertising campaigns or media usage are important, but also indicators that measure the sustainable success of the company. There are various concepts and organizations that support companies in implementing KPIs in their company. In the following step, however, the basic KPIs of this industry are examined.
2.1.2 KPI´s in the Media & Advertising Industry
Various metrics can be used to measure success in the media and advertising industry. The measurement of these KPIs can now be improved through the use of AI-based tools20. KPIs that are used for measurement include new followers, which should grow constantly, but are not necessarily the most important metric for a company. A much more relevant metric is clicks, which shows how well the advertising has been received on the respective medium, e.g. social media. Traffic is a KPI that can be determined through social media activities. It can then be measured using Google Analytics. Engagement is a KPI that measures the interaction behavior of consumers. This metric can be determined via likes, comments or the sharing of content. The most important KPI for the advertising & media industry is conversion, which is crucial for measuring financial profitability. Here too, Google Analytics can be used to determine the performance of the respective social media activities.
If we look at sustainable KPIs in the next step, it is noticeable that similar aspects are taken into account for the media & advertising industry that are also used for other industries. The first KPI is “carbon emissions ”, which is about the reduction of CO2 emissions according to Scope 1, Scope 2 and Scope 3 emissions21. Other KPIs are the use of energy or the consumption of water. In the case of energy use, for example, electricity consumption in the offices is used as a metric, while in the case of water consumption, for example, the reduction of water is a good metric. At the level of social sustainability, the well-being of the employees of the respective companies can be used as a KPI. Health aspects or further training can be used as metrics here. Supply chains can also be used as KPIs where it is relevant that suppliers comply with the company’s own social standards. In the following, the Ad Net Zero campaign and the Global Reporting Initiative are two models that organizations and companies can use to improve these KPIs.
2.2 Sustainability Impact
The advertising and media industry has both a direct and an indirect impact on the environment. The next section of this paper describes both the ecological and social influences on the sustainable development of this industry.
2.2.1 Direct Impact
Ecological
The sustainable use of advertising has a major influence on the purchasing behavior of consumers22. This is largely based on the use of energy consumed via the internet23. In 2016, for example, the use of online advertising consumed around 106 TWh of energy. In comparison, the entire infrastructure amounted to 1059 TWh. This consumption of energy therefore also results in a high consumption of CO2e. Due to the growth of online advertising activities, this amount is expected to increase. It is therefore of great relevance that these advertising activities on e.g. social media platforms become more efficient.
However, it is not only the advertising industry that has high emissions. The individual media used for advertising also have a high consumption of CO2e. The term “green shooting” is used in the literature to show how much impact the creation of an audiovisual medium has through pre-production, production and post-production24. This includes aspects such as material consumption and the disposal of material or electrical items. There is also an ecological impact from the media and advertising industry through the use of non-renewable materials, which have a high level of emissions25.
Various methods can be used to measure direct impact. For example, a Life Cycle Assessment (LCA), an Impact Assessment (IA) or an Environmental Impact Assessment (EIA) can be used23. The LCA is a tool for assessing the potential environmental impact of a product26. An LCA can be used for individual products or services, but also for entire groups. These can then also be compared with other product groups. For example, an LCA of social media can be compared with one of a linear medium. An IA is used to analyze the consequences of an activity, e.g. an advertising measure23. An EIA aims to reduce the environmental impact of economic activities27. This assessment must then take place before the actual economic activity.
Social
Direct influence refers to the immediate actions and decisions of the media and advertising industry that can promote or undermine social justice, diversity and inclusion. This includes, for example, the conscious decision to represent diverse groups in advertising. Research shows that the industry is not yet very sustainable in this respect. The production of advertising is predominantly shaped by young, white men who consciously or unconsciously tend to choose advertising faces with which they can identify28. This may be one reason why advertising is often not inclusive and why diversity is neglected. Stereotypical representations, such as young female advertising faces, are considered more attractive and therefore more successful, while non-stereotypical representations, such as older representatives of minorities, may not meet the expectations of the majority society29. Advertisers are therefore often faced with a dilemma: diverse and inclusive portrayals could have negative advertising effects, but at the same time achieve positive social effects by breaking down stereotypes and prejudices. Stereotypical representations, on the other hand, fit better with the majority of society and therefore lead to more positive advertising effects, but at the same time promote stereotypes30. For example, the study by Tsawaab31 shows that the ideal image of the body, as perpetuated by media and cultural norms, has a significant impact on consumer decisions and views and promotes unrealistic ideals of beauty. It has been found that size inclusivity alone does not significantly improve consumers’ feelings, but still has a positive, albeit small, effect31. The industry has a huge impact on social consciousness and has the ability to influence equality and acceptance32. Dove also tried this in 2004 with their campaign for true beauty. The Dove True Beauty Campaign is a global marketing campaign launched by Unilever in 2004 with the aim of boosting women’s self-confidence33. Among other things, it featured images of people who do not conform to stereotypical ideals of beauty. However, despite its wide reach, the campaign is regarded in the literature as hypocritical and sexist. Especially as the Unilever Group and its other brands sometimes spread the opposite message. Nevertheless, Dove’s “Real Beauty” campaign not only challenged traditional ideals of beauty, but also triggered a broader discussion about body image and self-perception34.
Another major direct influence of the media and advertising industry is on working conditions in the industry itself. Many people around the world are employed in the industry. Direct social sustainability is influenced by fair working conditions, equal pay and the promotion of diversity within the workforce. A study by Seeman et al.35 shows that working conditions in the industry are characterized by high levels of stress. These include long working hours, which often exceed 50 hours per week, as well as overtime, which is generally not adequately compensated. Considerable time pressure due to the highly dynamic nature of the industry exacerbates these pressures and leads to an imbalance between work and leisure time, which has a negative impact on employees’ quality of life14. Similarly high working hours and stress levels can also be found in other creative and project-based sectors such as the film industry or journalism36. High staff turnover and a salary that is perceived as too low are further problems37.
Despite these challenges, there are also positive aspects. Advancing digitalization and the introduction of new forms of work offer employees more flexibility, particularly in terms of working hours and locations. The advertising industry presents itself as a heterogeneous field of work with different areas of responsibility (advertising preparation, customer advice, creation), in which the work requirements of employees can differ14. Fast processing of the process chain is a prerequisite for economic success in the industry. Especially in campaign optimization, fast reaction times and thus permanent availability are necessary and thus might prevent a flexibilization of work at all levels.
2.2.2 Indirect Impact
Ecological
In addition to direct influences, there are also indirect influences that have an impact on the advertising and media industry. Indirect influences can be divided into two different categories. On the one hand, indirect influences can be part of the solution to a more sustainable world, but they can also make the current situation worse.
For example, advertisements that refer to sustainable products or services offer the opportunity to persuade consumers to adopt a more sustainable lifestyle36. It was found that the use of social media gives consumers greater confidence in the intention of a sustainable advertising campaign. This means that when sustainable advertising campaigns are disseminated via social media, consumers are more willing to consume more sustainable products and services. In addition, consumers are more likely to focus on green rather than non-green features of the product or service in specific advertising content38. However, a “boomerang effect” can arise, as the advertising may lead to higher consumption, resulting in a negative indirect effect on sustainable development.
So-called “green-fluencers ” offer an opportunity to initiate more sustainable consumption39. They focus their content on sustainable development and promote sustainable products. They therefore have a positive indirect influence on more sustainable development in social media. They achieve this by influencing the opinions of their followers and showing them ways to lead a more sustainable lifestyle. This allows companies to strategically promote their products and services through green-fluencers, as they can build greater trust with their customers40. The best-known green influencers include Greta Thunberg and Lauren Singer. As green influencers predominantly serve their own target group, it can be viewed critically whether green influencers are really successful, as their target group already places a high value on sustainable consumption. A practical example of a collaboration between companies and green influencers is the cooperation between Patagonia and Chris Burkard41. Chris Burkard himself works as a photographer and uses his nature photographs to promote the Patagonia brand.
A negative indirect impact on sustainable development is caused by “greenwashing”42. Greenwashing is a deception of stakeholders about sustainable issues. For example, advertising is published via the company’s social media channels, giving consumers information that at first glance appears to have a positive aspect, but which has no or even a negative impact on the environment. This is done in order to strengthen the company’s own image, to generate resources or to distract from controversial activities or to conceal them completely. As a result, it has become difficult for many consumers to identify which products or services actually have a sustainable impact on their environment, which leads to greater mistrust of companies43.
This problem means that companies that are fundamentally sustainable have to make a greater effort to convince consumers of their quality44. At the same time, consumers who want to lead a sustainable lifestyle have the problem of really having to distinguish which products are sustainable and which are greenwashing. One example that illustrates the practices of greenwashing is the company Shell45. In its 2021 annual report, it stated that it intends to spend 12 percent of its capital expenditure on renewable energies. According to an analysis by Global Wittness, only 1.5 percent of its investments were in renewable energy46. In addition, Shell had invested most of its investment volume in gas extraction. This indicates that it will be relevant for companies in the future to strategically avoid greenwashing in order to gain greater consumer trust in the long term.
Social
The indirect influence of the media and advertising industry on social sustainability lies in the way it shapes social values and behaviours. By portraying stereotypes and promoting certain consumption patterns, media and advertising can unconsciously reinforce discrimination or promote sustainable lifestyles. The way in which content is presented also influences the critical thinking of society. In this way, the industry makes a decisive contribution to how social norms and sustainability are perceived and practiced in society47.
The media and advertising industry plays a central role in the construction and maintenance of social norms and values. The repeated portrayal of certain images, messages and ideals in advertising and media content reinforces certain notions of gender roles, social classes and lifestyles. Particularly in the area of social media, studies show that these representations have a profound impact on the collective consciousness and have a lasting effect on the perception of what is considered “normal” or “acceptable” 48. One example of this is the reinforcement of gender stereotypes through advertising that shows women and men in traditional roles, which can have a negative impact on gender equality. At the same time, progressive advertising campaigns that promote diversity and inclusion have the potential to reduce prejudice and contribute to a more positive social climate.
The advertising industry also indirectly influences people’s consumer behavior and lifestyles, which has a profound impact on social sustainability47. Advertising that promotes the purchase of sustainable products or the use of environmentally friendly services, for example, can help to raise awareness of social and environmental responsibility and promote sustainable behaviors. On the other hand, advertising campaigns that promote unthinking consumption and materialism can exacerbate social inequalities and lead to a culture of overconsumption that is both socially and environmentally problematic. This indirect influence on consumer behavior is particularly important in Western consumer societies, where advertising is a large part of everyday life and strongly influences people’s behavior.
Media and advertising also contribute indirectly to education and the development of social awareness. By disseminating information about social and environmental issues, media content can raise awareness of these issues among the general public. This can lead to an increase in engagement and support for social movements, and can trigger political change. For example, increased media coverage of climate change and social inequalities has helped to bring these issues into social discourse and increase pressure on policy makers to take action49.
Compared to other industries, such as energy or manufacturing, whose impacts on social sustainability is often determined by physical and measurable parameters such as emissions or working conditions, the influence of the media and advertising industry is more behavioral and cultural. The industry influences less through direct physical effects, but rather by shaping perceptions, ideals and social norms. Although this influence is more difficult to quantify, it is no less significant as it penetrates deep into the social fabric and shapes the behavior and values of societies in the long term. Moreover, such cultural and behavioral influences often contribute to how physical changes in other sectors are ultimately perceived and accepted, further underscoring the crucial role of the media and advertising industry in promoting or hindering social sustainability goals.
3 Practical Implementation
3.1 Strategies and Measures
3.1.1 Ad Net Zero Initiative
The “Ad Net Zero Campaign” is a campaign from the UK that offers a guide to reducing the advertising industry’s carbon footprint50. This guideline consists of a total of five points. The first step is to reduce emissions from the operational advertising business. These relate primarily to the areas of “business travel” and “office energy use”. One tool that can be used for this is the “Climate Action Toolbox”51. This tool is a freely available application that can measure the carbon footprint of companies in the advertising industry and provide assistance in reducing it.
In second place comes the reduction of emissions generated during the production of advertising. The main aim here is to reduce aspects such as energy consumption and material usage. The tool that can be used for this is “AdGreen”. This measures the emissions from the production of this very industry52. One company that uses AdGreen for support is WPP, which claims to have achieved success with the implementation of this tool53.
The third point is the reduction of media planning and the purchase of media. The main point here is to reduce emissions from Scope 3. The guideline of the World Federation of Advertisers (WFA) can be used as a tool here54. Here, too, measurement and support for the reduction of Scope 3 emissions is important. Among other things, the creation of a “green list” of possible suppliers and the compression of digital content, which is intended to reduce energy requirements in order to make the supply chain more sustainable, help here.
The fourth point concerns the reduction of emissions through events. One tool that can be used here is the online platform “Isla Trace”, which measures and reports emissions from live events, hybrid events and online events55. Among other things, this should help employees to identify events with a high emissions content and, if necessary, to avoid them or to seek out events that have low emissions.
The fifth and final point of the Ad Net Zero Initiative guidelines refers to the fact that companies in the advertising industry should use their power to support consumers in changing their behaviour sustainably. This should promote sustainable consumption. One tool that is suitable for this is the “ASA Advertising Standards Code56”. It is important to note that this standard applies to all media used for advertising. The standard itself consists of the three areas “Principle”, “Rule” and “Guidelines”. This will be explained below using the example of “Social Responsibility”.
In this case, the principle is social responsibility56. The next step is the rules. These are interpretations and values that are applied in the principle. In this example, the first rule for the “social responsibility” principle is Rule 1(a) Privacy. This rule states that information about a person may only be used for advertising purposes if it is already available in principle. For each rule, “guidelines” follow which can help the user of the standard to implement the respective rule. In this example, a guideline for Rule 1(a) privacy is that its disclosure of publicly available information may not be used if it can be considered inappropriate. Basically, the fifth point is to ensure that greenwashing is avoided and to help consumers normalize a more sustainable lifestyle.
3.1.2 Global Reporing Initiative (GRI)
Another standard that can help with measurement is “GRI 417: Marketing and La-beling” from the Global Reporting Initiative57. This standard can be used by all companies if the area of advertising is material for the company in question. The company must then make transparent disclosures in accordance with this standard. This includes, among other things, the components of the respective product or service and what impact they have on the environment and society. The safe use of the product must also be stated. The reason why companies have to provide this information is to inform consumers about the environmental and social impact of products or services. This is intended to help consumers make more sustainable purchasing decisions. This standard is also used by the company WPP53. Here, too, the company refers to ensuring a higher standard of transparency through its application. By systematically implementing this standard, WPP hopes to achieve a higher level of repu-tation through the application of the GRI standard.
3.2 Legal regulations
The following section presents legal regulations that help or oblige companies in the media & advertising industry to implement sustainability standards. These relate to both the ecological and social levels of sustainability. The focus here is on Germany and the European Union, as an outlook on the USA or China would go beyond the scope of this paper.
3.2.1 Legal regulations – Germany
The first law to be explained in more detail is the “Act Against Unfair Competition (UWG)”. This law is intended to protect competitors, consumers and other market participants from unfair business practices58. Unfair business practices are those that do not comply with entrepreneurial diligence and thus significantly influence the consumer to make a decision that he would not have made in a normal case. These are also known as “dark patterns”59. Among other things, disparaging the products or services of other competitors is seen as an unfair act. Targeted obstruction of a competitor also falls under the definition of an unfair act. This law is intended to actively protect consumers and prevent them from making negative purchasing decisions. In addition, the law prohibits misleading advertising claims regarding ecological points of view. Advertising claims about environmental benefits must therefore be truthful and verifiable.
Another legal body is the “German Advertising Council “, which serves as a self-regulatory instrument for the German advertising industry60. Its purpose is to ensure that advertising and its messages do not exceed ethical principles. Various basic rules are used to check advertising and its content. These basic rules include the violation of religious feelings or the depiction of dead people. The accuracy of advertising messages is also checked to ensure that the consumer does not see any misleading messages, e.g. about sustainability or climate protection.
The last directive under German law that will be looked at in more detail in this paper is the “Act to Improve Law Enforcement in Social Networks (Network Enforcement Act – NetzDG)”61. This law is primarily intended to help curb hate speech in social media. Hate speech includes, among other things, the dissemination of prohibited symbols, incitement to violence or incitement to hatred62. However, this law can also be misused, as the reported content can also be content that does not fall under the definition of hate speech. Nevertheless, this law can lead to an improvement in the social aspects of sustainability, as combating hate speech and disinformation can lead to a fairer political discourse. It can also ensure more respectful interaction.
3.2.2 Legal Regulation – European Union
Looking at the regulations of the European Union, the first thing that stands out is the “Digital Services Act (DSA)”. This is intended to prevent illegal online activities and the dissemination of disinformation63. The primary aim is to protect consumers and their fundamental rights. In addition, the DSA is an aid for the moderation of online-based content64. Companies such as Instagram or TikTok are responsible for its implementation, as they must actively report potential criminality to the authorities65. In addition, there is a transparency obligation in terms of consumer protection, in which companies must explain their respective actions. The DSA is therefore of great importance from both a social and environmental sustainability perspective. From a social point of view, it will be more difficult to spread disinformation and hate speech, which will strengthen the democratic fabric. From an ecological perspective, it becomes more difficult to spread disinformation regarding climate protection or greenwashing.
Another regulation on a European basis is the “Audiovisual Media Services Directive (AVMSD)”. This has the task of regulating audiovisual content within the European Union according to uniform standards66. The prevention of disinformation is also a key aspect of this regulation. However, the focus here is also on the protection of underage users. Among other things, the focus here is on the frequency of advertising within the media institutions. Advertising may now only account for 20% of broadcasting time per day and not 20% per hour as before. This regulation is intended to protect the health of consumers. From the point of view of social sustainability, these regulations make it possible to prevent hate speech in relation to racism and xenophobia67. The country-of-origin principle applies. This means that companies only have to comply with the directives of one EU member state. This makes it easier for companies to develop cross-border business. The regulation is linked to TV media and video on demand providers, meaning that both linear and non-linear content is affected by this regulation. According to the European Parliament’s latest report, only five Member States have made no significant progress in implementation since May 202268.
Another European Union regulation is the “EU Green Claims Directive”. This is intended to prevent companies from making false claims about the environmental friendliness of their products69. In principle, this law is intended to protect consumers from green-washing. In other words, misleading content regarding environmental performance should be avoided in advertising. According to this new regulation, companies must provide scientific evidence to support claims that have not been directly defined by the European Union70. Examples of terms not defined by the European Union would be “climate-friendly” or “ocean-friendly”. In the area of advertising, companies that claim their product is more environmentally friendly than other products must provide scientific evidence. Before the respective advertisement is published, it must be submitted to a testing authority, which can then issue a certificate if it passes the test. These testing authorities are to be set up by the respective member states. Non-compliance can result in fines of up to 4% of annual turnover. This regulation has not yet come into force and member states have 18 months after its entry into force to integrate these regulations into national law.
4 Drivers and Barriers
4.1 Internal Drivers and Barriers
There are various internal drivers and barriers of sustainability in the media and advertising sector. To begin, we want to talk about the drivers.
Technological progress and sustainable innovations can also play an important role in promoting a sustainable transformation in the media and advertising industry. An outstanding example of this is the use of so-called responsible artificial intelligence (AI)71. This means that AI is integrated into strategic corporate planning and implementation, taking ethical principles into account. Responsible AI can be viewed from both an economic and social sustainability perspective, emphasising that AI not only promotes long-term business success but also contributes to social responsibility. From an economic perspective, AI is seen as a powerful tool that not only maximizes economic value but also meets customer needs while minimizing ethical challenges and dilemmas.
Another important internal driver of sustainability is the self-reinforcing effect of efforts in this area in order to maintain credibility and transparency. As soon as a company makes it public that it wants to operate in an environmentally or socially sustainable manner in some way, there is a public expectation that the communicated initiatives will also be backed up by actual actions72. Companies in the media and advertising industry, in particular, are being placed under particular scrutiny by the public as a result of their exposure73.
Not least in this area are the financial benefits of sustainable endeavours. Numerous studies indicate that sustainability can have significant positive effects on the financial performance of companies74.
This is a particularly important point, as companies are ultimately still primarily profit-orientated and dependent on growth in terms of the economic dimension of sustainability. Sustainability is therefore sometimes described as a critical factor for the survival of companies75.
Nevertheless, the implementation of sustainable practices in the media and advertising industry faces several internal challenges that make progress in this area considerably more difficult.
An important obstacle in this context is the challenge of communicating accurate and target group-specific environmental information. The consumer landscape is complex and heterogeneous, with different groups of sustainable consumers, each with varying degrees of openness and motivation towards sustainability76. This diversity makes it difficult to effectively design sustainability messages and internal communication strategies and adapt them to the respective needs and expectations of the various segments.
4.2 External Drivers and Barriers
There are also numerous external drivers and barriers that influence sustainability in the media and advertising industry. Again, the drivers are dealt with first.
Firstly, there are the expectations of consumers. Consumer demand for sustainable products and services is increasing, which means that companies need to emphasise their sustainability strategies in advertising77. At the same time, building customer loyalty through visual media such as adverts or television commercials can strengthen trust in a company’s services or products and thus create competitive advantages78. For example, they can already convey the image of a sustainable world and stimulate the imagination of consumers.
Another important point is the legal regulations already mentioned in part, such as the Digital Services Act and the Green Claims Directive, which are also seen as external drivers of sustainability, as they set certain standards and obligations that, for example, promote the reduction of emissions and oblige companies to operate more sustainably (cf. Legal regulations).
Finally, the positive influence of sustainable media and advertising on the shaping of brand personality is also an essential driver. Sustainable advertising campaigns, especially those that propagated ecological sustainability, were associated with an improved brand attitude and an increased purchase intention on the part of customers73.
On the other hand, there are some external sustainability barriers. One of the biggest hurdles companies face is the balancing act of demonstrating their commitment to the environment while minimising the potential risks associated with their marketing strategies. Sustainability communications can often act as a double-edged sword, with unclear or exaggerated claims quickly raising suspicions of greenwashing79. Consumers are increasingly sceptical about the commercialisation of sustainability activities, which can undermine trust in such messages and reduce their effectiveness80. According to a survey conducted by Statista in 2023, for example, around a quarter of people think that sustainability is just a buzzword that companies use to sell their products at a higher price81. 18% of respondents also stated that this term will become less important again. This is a not insignificant hurdle, which primarily affects the media and advertising industry, which has an important role to play in communicating sustainable issues.
In addition, consumers’ beliefs and existing knowledge play a key role in their response to green advertising. These factors can lead to consumers either accepting sustainability claims or treating them with scepticism82. In this context, it is crucial that brands make clear, specific and credible environmental statements. Choosing the right media context for these messages is also of great importance, as the credibility of the platform is a key prerequisite for effective communication.
Finally, consumers increasingly expect brands to make an active contribution to the common good and provide more information about their sustainability practices. This requires companies to maintain a high level of transparency and build trust, which can prove to be a challenging task, especially in a market environment characterised by growing scepticism82 and strict scrutiny, as discussed in the ‘Legal regulations’ chapter. Companies must therefore not only communicate their sustainability efforts authentically and transparently, but also ensure that their measures are clearly linked to relevant environmental concerns and problem-solving strategies83.
5 Best and Worst practice examples
5.1 ECOSIA
ECOSIA is regarded as an outstanding example of overcoming sustainability barriers in the media and advertising industry. As a sustainable search engine, ECOSIA has developed a business model that combines economic success with ecological and social commitment. This enables the company to play a pioneering role in the industry and at the same time overcome various sustainability challenges.
ECOSIA is characterised by a high level of transparency and authenticity in the communication of its sustainability efforts. The company regularly publishes financial reports that disclose how much money is invested in environmental projects, particularly in reforestation projects84. This transparency creates trust among users and reduces the risk of being perceived as green-washing85.
In addition, ECOSIA has managed to link its sustainability activities directly to a relevant environmental problem: deforestation86. By using the search engine, users actively contribute to reforestation. This ensures that the company’s measures are not only symbolic, but also concrete and effective. This creates a clear link between the company’s activities and the environmental problems being addressed87.
ECOSIA also uses technological innovations to achieve its sustainability goals88. The search engine is based on Bing technologies and is designed to minimise CO₂ emissions. In addition, ECOSIA is investing in renewable energy to ensure that all the energy needed to run the search engine comes from sustainable sources. This technological focus shows how companies in the media and advertising industry can pursue their sustainability goals through technological innovation89.
With its sustainability strategy, ECOSIA has set a new standard in the media and advertising industry90. The company proves that it is possible to be profitable and leave a positive environmental footprint at the same time. This serves as best practice for other companies in the industry that also want to become more sustainable but face various barriers, such as the fear of greenwashing or the challenge of credible sustainability communication91.
Overall, the example of ECOSIA shows that it is possible to overcome sustainability barriers and be successful in the media and advertising industry at the same time. The company successfully combines economic success with genuine ecological and social commitment, setting new standards for the industry.
5.2 Havas
The global news group Havas can be seen as a best-practice example of sustainability in the media and advertising industry because it pursues an integrated sustainability strategy that takes both environmental and social aspects into account and is characterised by a strong corporate culture of responsibility92.
Havas has embedded sustainability as a core component of its corporate strategy. The Group works continuously to minimise its environmental impact by using energy-efficient technologies and reducing the carbon footprint of its offices and production facilities93. This is done through concrete measures such as the use of renewable energies and the introduction of strict guidelines for waste management and recycling94. In this context, Havas is not only active in the environmental field, but is also strongly committed to social sustainability. The Group promotes diversity and inclusion in the workplace and supports initiatives that promote fair working conditions and gender equality92.
This is reflected in the company’s policy, which aims to create an inclusive and supportive working environment. Havas attaches great importance to transparency and credibility in the communication of its sustainability initiatives95. The Group publishes regular reports on its progress in the area of sustainability, enabling open and honest communication with stakeholders. This transparency helps to strengthen trust in the brand and minimise the risk of greenwashing accusations. Havas has recognised that sustainable innovations not only benefit the environment, but can also provide a competitive advantage96. The Group is continuously developing new advertising formats and communication strategies that are based on sustainable principles and at the same time fulfil the needs of its customers. This shows that sustainability and business success can go hand in hand.
6 Fox Corporation and how to challenge the issue
Fox Corporation, particularly its media division Fox News, can be considered a negative example when it comes to sustainable development within the media and advertising industry. The reason for this stems primarily from the company’s sceptical stance on climate change, which, in some cases, extends to outright denial of its existence or causes. This editorial position creates a preferred news format for a predominantly conservative to right-wing audience, which relies on Fox News as their main source of information97. The challenge arises when the information disseminated by Fox News is not factually accurate. For instance, claims such as “humans did not cause climate change” are presented to the public as credible viewpoints. This type of misinformation can have far-reaching consequences, particularly when amplified through various channels, including social media98. Given Fox News’ substantial viewer base, with millions tuning in daily, the potential for spreading scientifically unfounded or misleading narratives is significant. The reach and influence of Fox News underscore the immense responsibility that media companies, especially large ones like Fox Corporation, bear in shaping public opinion. By perpetuating scepticism or denial around critical issues such as climate change, Fox News may contribute to a misinformed public, which in turn can hinder efforts towards meaningful action and policy-making for sustainable development.
In stark contrast to Fox Corporation, some media platforms are taking proactive steps to support sustainable development by curbing the spread of misinformation. Pinterest, a social media platform known for its visual content and idea-sharing, became the first platform to implement a ban on misleading information, including content promoting conspiracy theories99. This initiative positions Pinterest as a positive example of a media company that recognizes its role in fostering a well-informed public. By taking such a stance, Pinterest not only helps to limit the spread of false information but also contributes to the broader goal of sustainable development by promoting truthfulness and transparency in media communications.
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