THE ‘GREEN HALO’ OF SUSTAINABILITY ADVERTISING

29. 4. 2023 Three in five people say sustainability messaging in advertising influences their brand choice, according to research from Sky Media. A study of 52 campaigns, across seven categories, tapped into a UK-representative audience of over 5,300 Sky participants, using both survey and qualitative interview and focus groups, as well as implicit association measurement techniques. Key findings… Continue reading THE ‘GREEN HALO’ OF SUSTAINABILITY ADVERTISING

SUSTAINABILITY ISN’T FRONT OF MIND FOR BRAND MESSAGING

24. 4. 2023 Most brands have made some sort of commitment to becoming more sustainable but just 4% of ads contain any such messaging, according to analysis that finds brands are prioritising price messaging over sustainability.  Creative X, a data-to-creativity business, used AI technology to analyse over 2.5 million global ads over a three-year period, supported by over… Continue reading SUSTAINABILITY ISN’T FRONT OF MIND FOR BRAND MESSAGING

BRANDS CAN BE A FORCE FOR GOOD

2. 3. 2023 Most consumers believe business can be a force for good, with 80% agreeing that brands can make money and support good causes at the same time, according to research from Ipsos. Further, almost two-thirds say they try to buy products from brands that act responsibly, even if it costs more. These are among the findings… Continue reading BRANDS CAN BE A FORCE FOR GOOD

HOW TO DO ‘GREEN’ ADVERTISING? AUTHENTICITY AND A PROACTIVE APPROACH WIN WITH CONSUMERS, HYPOCRITES ARE PUNISHED

3. 10. 2022 We are living in a time of climate crisis and brands are therefore giving more and more space to ecology and sustainability in their advertising campaigns. But keep one thing in mind - the "preach the water and drink the wine" approach is becoming fatal in this discipline. Examples of good practice from abroad will show you how to master this difficult task.

KANTAR STUDY: FUTURE BRAND GROWTH WILL COME FROM BEING SUSTAINABLE AND AFFORDABLE

14. 9. 2022 Most people around the world want to live in a more environmentally conscious way, but a cost of living crisis and the perception that sustainable products are more expensive means that it is only the wealthy who are able to do so – it’s a missed opportunity for brands. The latest Sustainability Sector Index from market researcher… Continue reading KANTAR STUDY: FUTURE BRAND GROWTH WILL COME FROM BEING SUSTAINABLE AND AFFORDABLE

HOW TO MAKE AN ENVIRONMENTALLY FRIENDLY FILM

6. 7. 2022 The workshop on eco-friendly filming was led by Michaela Rýgrová (Association of Producers in Audiovisual, Greenfilming.cz) and Hana de Goeij, Head of Sustainable Filming & Content, TV Nova. The seminar took place within the workshops of the Karlovy Vary Film Festival and Hana de Goeij from TV Nova shared her experience with sustainable film production… Continue reading HOW TO MAKE AN ENVIRONMENTALLY FRIENDLY FILM

SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE

22. 5. 2022 In his first interview since becoming Unilever’s global personal care CMO, he details how the consumer goods giant is evolving hygiene products into wellness products and is embedding sustainability in its brands while facing growing local competition. Unilever’s Samir Singh: Sustainability shouldn’t burden consumers with guilt or expense With the world emerging unevenly from a… Continue reading SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE

BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

21. 5. 2022 Firms that decide to communicate socially beneficial topics must select carefully the area they want to focus on. A link between a topic and a brand that is not credible will backfire on the brand. That was the issue discussed at the Communication Summit. Brands that focus on non-commercial and non-profit projects as part of their… Continue reading BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

WILLINGNESS TO PAY EXTRA FOR A SOCIALLY RESPONSIBLE BRAND IS GROWING

4. 5. 2022 After declining during the pandemic, willingness to pay extra for a socially responsible brand is on the rise again. For 44 % of Czechs, social responsibility is important when shopping. Up to 57 % are willing to pay extra for an environmentally friendly product or a product where a portion of sales goes to a… Continue reading WILLINGNESS TO PAY EXTRA FOR A SOCIALLY RESPONSIBLE BRAND IS GROWING

TV NOVA RECEIVES OFFICIAL SUSTAINABLE PRODUCTION CERTIFICATIONS

2. 5. 2022 Two projects of TV Nova have received official sustainable production certifications from the British Albert platform. The first one is a new series Mimořádné intelektové nadání (m.i.n.) directed by Marek Najbrt and Tomáš Pavlíček. the latter awarded project is the original sketch show První dobrá conducted by Vincent Navrátil. TV Nova has become the first… Continue reading TV NOVA RECEIVES OFFICIAL SUSTAINABLE PRODUCTION CERTIFICATIONS

CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT

24. 2. 2022 Consumers are increasingly skeptical of brands’ sustainability claims. Brands must be honest, transparent, committed and show urgency in order to build credibility with consumers, explains Wim Vermeulen, Director Strategy and Sustainability at Bubka, a Belgian advertising agency. We know that the drive for greater sustainability will affect every aspect of what a company or a brand does. We… Continue reading CONSUMERS DON’T BELIEVE A WORD WE SAY ON SUSTAINABILITY, HERE’S WHAT TO DO ABOUT IT

CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING

18. 2. 2022 Consumers are increasingly demanding a sustainable dimension and clear values from brands. Despite the pandemic, the direction of consumer behaviour, attitudes and preferences has not changed much in recent years. Trends that were observed before the outbreak of the covid-19 pandemic are still broadly valid and growing. This is according to this year’s Global Trends… Continue reading CONSUMER PRESSURE ON BRANDS FOR SUSTAINABILITY IS INCREASING

HOW BROADCASTERS ARE TAKING STEPS TOWARDS SUSTAINABILITY

10. 1. 2022 TVBEurope hears from the signatories of The Content Climate Pledge about how they are implementing sustainable practises across their businesses   At November’s Cop26 event, a number of UK broadcasters signed up to The Content Climate Pledge, agreeing that they will develop processes that help them to consider climate themes when commissioning, developing and producing… Continue reading HOW BROADCASTERS ARE TAKING STEPS TOWARDS SUSTAINABILITY

SUSTAINABLE MEDIA ISN’T A THING FOR CONSUMERS – YET

7. 12. 2021 Within the next year, three in five people could start to boycott brands that don’t act on climate change, new research says, but the effect of media delivery and consumption of advertising on carbon emissions has so far largely escaped public attention.  Key findings A global study covering 24,000 people from 19 countries, by media… Continue reading SUSTAINABLE MEDIA ISN’T A THING FOR CONSUMERS – YET

MARKETING TRENDS 2021: BRANDS SHOULD OFFER NEW CERTAINTIES

4. 1. 2021 Brand purpose, credibility, social wellbeing, green strategy and e-commerce will all have an impact on marketing in the new year. Any crisis creates room for innovations. This year’s crisis, caused by the coronavirus pandemic, is no different in this respect. The world that lost confidence expects new certainties. And brands can help it. The next… Continue reading MARKETING TRENDS 2021: BRANDS SHOULD OFFER NEW CERTAINTIES

TARGETED BYRON SHARP, ANYONE?

1. 4. 2019 Data can now make TV more effective. Even Byron Sharp should welcome more accurate targeting. Brands and their agencies face a dilemma. On the one hand, evidence from Byron Sharp shows that brands should drive reach of all purchasers in the category as often as possible. What’s more, according to effectiveness gurus Peter Field and Les… Continue reading TARGETED BYRON SHARP, ANYONE?