The topic of sustainability is no longer a feel-good factor. Responsible use of natural resources is gradually becoming mandatory for many companies, and more and more companies are relying on sustainability initiatives for positive branding.
But what about sustainability in advertising? How can companies ensure that their advertising strategies are sustainable? Now it's possible with GREEN CONATIVE.
How does sustainable advertising with GREEN CONATIVE work?
01: Cooperation with ClimatePartner
ClimatePartner is one of the leading providers of climate protection solutions and has been helping companies calculate and offset their CO2 emissions since 2006. The compensation of CO2 emissions takes place through the financial support of selected climate protection projects. These meet internationally recognized standards such as the Gold Standard or the Verified Carbon Standard and are also aligned with the 17 Sustainable Development Goals (SDGs) of the United Nations.
02: Simple solution without extra effort
GREEN CONATIVE can be added to any advertising format and any CONATIVE campaign. We make it very easy for you: You simply choose a climate protection project from Climate Partner and we take care of everything else.
03: Proven contribution
Your contribution consists of a transparent climate protection contribution depending on the booking form (e.g. TCP booking). You can prove this support for climate-friendly media planning at any time: You will receive an individual compensation certificate and a statement on the invoice.
04: Visible engagement
Your commitment does not remain hidden. All sustainable advertising materials receive a label that makes it easy for everyone to see that your company is actively contributing to more CO2 neutrality with sustainable advertising.
Has a lasting effect. Is sustainable.
You can find the label for sustainable advertising with GREEN CONATIVE in this image.
How does the calculation of CO2 emissions work?
The calculation takes into account server operation, data exchange between the server and the user's receiving device, and the display of the advertising medium on the receiving devices. For the calculation, we use primary data collected by our partner (ClimatePartner databases), emission factors from scientific databases, and German and international studies.
Nevertheless, every CO2 balance contains uncertainties to a certain degree. To ensure that the campaign is actually climate-friendly, we generally apply a safety margin of 10 % to the calculated emissions. The amount to be offset is therefore always 110 % of the calculated emissions.
Why is sustainable advertising important?
A strong brand identity
A commitment to sustainability in advertising can have a positive impact on your company's brand identity. By showing your customers that your company cares about protecting the environment, you create a positive impression of your company. This positive impression lasts long after the campaign is over and can contribute greatly to more new customers and lead to stronger loyalty from existing customers.
Influence on consumption decisions
Today, many customers take environmental considerations into account when making purchasing decisions. By focusing on sustainability in your advertising campaigns, you can reach these environmentally conscious consumers and attract them to your products or services. Showing that your company cares about the environment can give you a competitive advantage over other brands that don't emphasize sustainability in their ads.
Greenwashing will backfire on you
Greenwashing refers to misleading behavior by which companies try to falsely portray their product or service as environmentally friendly. It turns out that consumers are now sensitized to such practices and quickly see through them - sometimes with drastic consequences for the companies concerned. Greenwashing therefore directly backfires and undermines a company's own credibility. This makes it all the more important for companies to focus instead on taking proactive steps to reduce their impact on the environment through genuine initiatives that are also authentic. With GREEN CONATIVE, making a real contribution to greater environmental protection through sustainable advertising is demonstrable and simple.
There is no better time than now to use sustainable advertising methods
By using sustainable and therefore environmentally friendly advertising campaigns, companies can demonstrate their commitment to a cleaner environment. This sets them apart from competitors who are not taking action to reduce their impact on the planet. In addition, sustainable advertising often leads to a higher ROI because it increases brand loyalty due to its authenticity and transparency. With these benefits in mind, it's clear that investing in sustainable advertising is an important step for any modern business that wants to maximize profits while protecting the planet.