GREEN CLAIMS WILL CHANGE THE WAY BRANDS ADVERTISE THAT THEY ARE “GREEN”

10. 4. 2024 | 8 min read The European Green Claims Directive aims to prevent misleading claims about "green" products. Markéta Pavlíková summarises what it will mean for the communication of companies and their products.

TV NOVA WILL OFFER ADVERTISING SPACE IN INTERNATIONALLY CERTIFIED PROGRAMMES TO BUSINESS PARTNERS

3. 4. 2024 | 2 min read Starting this May, TV Nova will begin offering its business partners advertising space in shows that have received international BAFTA albert certification. This is awarded by a UK platform focusing on sustainability in film and television and symbolises a commitment to environmental sustainability.

TV TUNES IN TO SUSTAINABLE ADVERTISING

26. 3. 2024 | 8 min read This month saw the release of a new book aimed at guiding industry efforts on sustainability. ‘Sustainable Advertising: How Advertising Can Support a Better Future’, written by Matt Bourn, Director of Communications at the Advertising Association and Ad Net Zero, and Sebastian Munden, Chair of Ad Net Zero, lays out a manifesto for how advertising can help build a sustainable economy, and identifies some of the companies helping the industry make progress towards net zero emissions.

STUDY USA: BY THE NUMBERS: MOST AMERICANS WANT BRANDS TO PROMOTE DIVERSITY. BUT THERE’S A BIG CAVEAT

15. 3. 2024 | 3 min read A new survey from Morning Consult found that American adults in every age demographic believe that corporations have at least some responsibility to display diverse, inclusive marketing. This data comes even as DE&I efforts at companies, universities and elsewhere are being criticized or even penalized by conservative legislators.

RETHINKING SOME SUSTAINABLE STEREOTYPES

13. 3. 2024 | 2 min read While European consumers can be divided into four broad groups when thinking about the environment, their behaviours differ from one country to the next, often in unexpected ways, finds a new study.

JENNA STUDT FROM CRITICAL MASS: HOW CAN BRANDS EFFECTIVELY REACH GENERATION Z?

1. 3. 2024 | 5 min read In an interview with AdForum, Jenna Studt, "social strategy director" at Critical Mass, says employers and brands need to actively engage in culture, sustainability and social responsibility to reach Generation Z.

GREEN TV ADS NO MORE ENGAGING THAN AVERAGE

27. 12. 2023 | 3 min read Television adverts with an environmental message are no more emotionally engaging than the average commercial, according to an analysis by System1.

RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT

20. 11. 2023 RMB, the Belgian media sales house, is dedicated to transforming its business to make it more resilient with a focus on innovation, exploration, and sustainability. Nevertheless, they feel under pressure from the new players in the market. As a result, in 2022, as an addition to the creative solutions unit launched in 2018 known as Flash, RMB decided to develop a new brand named Slice. This new department serves as a nexus, bringing together brands and content creators such as streamers streamers, YouTubers, gamers, etc. Jointly, they develop next-level branded content for clients. About Slice Officially inaugurated in March 2023, Slice represents an ecosystem that brings together brands and young Belgian content creators. Equipped studios, strategically placed within RMB’s offices, include a lounge room, an audio room, a beauty room, a green room, and a gaming room, expediting the production process. RMB contributes its client relationships and expertise as a sales house. The objective is to facilitate connections between advertisers and innovative Belgian content creators, fostering exceptional long-term collaborations based on shared values and authenticity.

POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION

12. 9. 2023 | 3 min read If you want to motivate a consumer about an ongoing environmental issue, it’s better to use a positive image – for example, a smiling tree or smiling Earth – than to be a doomsayer.

ESG INITIATIVE CME CARES WILL BE LED BY SOŇA SCHWARZOVÁ AND HANA DE GOEIJ

31. 5. 2023 | 2 min read ESG, an initiative of the media company CME, which operates TV Nova and the Voyo video platform in the Czech Republic, will be led by Soňa Schwarzová and Hana de Goeij starting June under the brand CME CARES.

THE ‘GREEN HALO’ OF SUSTAINABILITY ADVERTISING

29. 4. 2023 | 2 min read Three in five people say sustainability messaging in advertising influences their brand choice, according to research from Sky Media.

SUSTAINABILITY ISN’T FRONT OF MIND FOR BRAND MESSAGING

24. 4. 2023 | 2 min read 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.

BRANDS CAN BE A FORCE FOR GOOD

2. 3. 2023 | 2 min read 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.

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

3. 10. 2022 | 19 min read We are living in a time of climate crisis and there is no point in turning a blind eye to it any longer. This is how one could sum up the efforts of many global companies that are giving more and more space to the environmental protection and sustainability in their advertising and marketing campaigns. It is clear that specific actions remain the responsibility of each of us, but these authorities can contribute to a complicated and heated public debate with their attitude and opinion. However, marketers should keep one thing in mind - the “preach water and drink wine”approach is becoming even more fatal in this peculiar discipline. Examples of good practice from abroad will give you a clue as to how to master this difficult task. ADVERTISING REVOLUTION IN the shades of GREEN At the turn of October and November last year, Glasgow, Scotland, hosted the 26th annual UN Climate Change Conference, known as COP26. It is traditionally considered one of the world's most important forums for discussion on climate, nature and landscape issues. To mark the occasion, the British media company Sky Media has decided to adjust its broadcasting schedule, including its commercial breaks. The reason was to sufficiently emphasise the course of the forum and the importance of the issues discussed for the TV audience. Viewers had the opportunity to watch the first ever ‘green’commercial break in British television history on Sky Media portfolio stations.

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

14. 9. 2022 | 2 min read 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.

HOW TO MAKE AN ENVIRONMENTALLY FRIENDLY FILM

6. 7. 2022 | 1 min read 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.

SUSTAINABILITY SHOULDN’T BURDEN CONSUMERS WITH GUILT OR EXPENSE

22. 5. 2022 | 6 min read 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 pandemic, several Covid-driven habits are fading, with consumer goods giants racing to keep pace with changing consumer habits yet again. This is especially so with the firm’s personal care business, where brands such as Lifebuoy profited from a zealous focus on hygiene in this time, only to now see some of these gains fade.

BRAND PURPOSE CAN HAVE A BUSINESS EFFECT

21. 5. 2022 | 7 min read 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.