Search Results for: Greenwash

Sky research reveals the ‘green halo’ of sustainability advertising: 3 in 5 say sustainability messaging in advertising influences their brand choice

Stuart Mitchell

New research commissioned by Sky Media and released as part of the 2023 Sky Zero Footprint Fund, reveals the impact and effectiveness of sustainability campaigns.   The 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. The research, conducted in conjunction with Savanta, also included use of impulse and speed response triggers to help gauge strength and speed of agreement to highlight implicit associations. By comparing sustainability and non-sustainability campaigns across a range…

WFA launches Sustainable Marketing 2030 to close the gap between intent and action

Stuart Mitchell

Marketing is not changing fast enough according to new research from the WFA in partnership with Kantar’s Sustainable Transformation Practice. The function needs to catch up with other business areas, with the largest share (39%) still only taking the first steps on their sustainability journeys.   Some challenges appear to have become more prominent in recent years. So much so that the size and scale of change are gradually dawning on marketers as they learn more – capability gaps were cited by 35% versus 20% in 2021. Sustainable Marketing 2030…

Purpose-driven creative agency, Nuevo, announced as Ordnance Survey’s Brand Strategy and Creative Partner in addition to unveiling new TV ad

Stuart Mitchell

Ordnance Survey has announced Nuevo – the purpose–driven creative agency as their Brand Strategy and Creative Partner. Nuevo is supporting Ordnance Survey as it launches a new ‘See A Better Place’ video–on–demand advertising campaign thatunifies the brand and helps deepen public understanding to change the perception of Ordnance Survey from just being ‘known’ to fully ‘understood’. Following the development of Ordnance Survey‘s new location data expertise for sustainability applications, Nuevo is supporting the brand in reconnecting with prospective users, through revitalised, more inspiring messaging, using multiple channels to drive perception…

The award-winning £2 million Sky Zero Footprint Fund returns with the addition of a new ‘Local Heroes’ public vote

Stuart Mitchell

The Sky Zero Footprint Fund returns for a third year with a new expanded format. The £2 million initiative was established to help brands accelerate their sustainable initiatives and inspire behavioural change using the power and scale of TV advertising. The campaign champions the adoption of tangible steps towards a sustainable future and is an extension of the media owner’s Sky Zero pledge to go net zero carbon by 2030.  Once again, the initiative is open to brands, media and creative agencies in the UK and Ireland – with the…

BSI and Defra launch Nature Investment Standards Programme

Stuart Mitchell

BSI, in its role as the UK National Standards Body, recently announces the launch of a Nature Investment Standards Programme in partnership with the Department for Environment, Food & Rural Affairs (Defra), starting with a discovery phase. This is one of a suite of interventions the UK government is putting in place as part of its forthcoming Green Finance Strategy and Nature Markets Framework to boost market confidence and increase private sector investment into nature recovery and nature-friendly farming. This will ultimately help to accelerate progress on environmental goals such…