By Jon Arthurs, Managing Director & Global Sustainability Practice Lead at MetrixLab, a Toluna company 

As the world grapples with the issue of climate change, sustainability has become increasingly important for consumers, brands, and governments. The shift towards eco-friendly practices and green economies represents a commercial opportunity estimated at $10.3T, or 5.2% of global GDP by 2050. * Yet many brands struggle to communicate their sustainability initiatives effectively. 

To tackle this, MetrixLab conducted a global meta-analysis to outline best practices for sustainability-led advertising. Leveraging our creative testing toolkit, we analysed ads worldwide across 130 creative elements. Combining AI with human advertising expertise, we consolidated our results into actionable insights and practical recommendations for optimization. 

Tap into the power of branding 

Your ad’s ultimate purpose is to drive mental availability of your brand and its distinctive assets. Your brand should be at the heart of your ad—introduce it early in the creative and make it central to the core message of your ad. Our findings reveal that 67% of all successful ads on breakthrough (breaking through the clutter) feature the brand within the first three seconds. 64% displayed their brand for at least 50% of the ad’s duration.  

Your logo is (often) your most distinctive brand asset and should be clearly visible. 94% of successful tested creatives feature their logo in the end frame. Keeping it at the centre of the creative frame works best.  

How to land the message 

Getting your message across is pivotal to success. Here are some tips to get it right: 

1. Tell a rational message with emotive elements: 2/3 of our tested successful creatives lean towards rational messaging, while 1/3 combine rational and emotional messaging to make their point. Interestingly, this opposes more ´traditional´ TV ads, which perform better when they blend emotional and rational messaging. 

2. Tone down the humour—but stay positive: Sustainability is not a joke, and only 9% of successful sustainability ads incorporate humour. That said, balancing out the seriousness is important. We’re all aware of the looming dangers of unsustainable practices; people don’t necessarily want to be reminded of it. Showcasing gloomy, disheartening visuals in your ad reduces the chances of success by 36%, while promoting joy boosts chances of success five-fold. 

Balancing sentiment is key. The focus should rest on the solution: how to achieve a specific goal, and what role your brand plays in it. A great way to do this is through slice-of-life scenarios, which foster a sense of relatability. In fact, 72% of successful tested creatives focus on slice-of-life scenarios to paint a picture that is digestible and relatable.  

3. Show off your brand: We’ve already touched on the importance of branding. Your brand is your ad’s hero—don’t be afraid to flaunt it!  

Leveraging creativity  

Creativity is key to standing out from the crowd and leaving a memorable impression. Let’s get creative:  

4. Let humans tell the story: This is a proven way to establish relatability and credibility. It also adds a human touch and elicits a sense of empathy among viewers. 72% of the tested ads with successful breakthrough featured humans, as did 100% of ads with successful response rates. 

Along with your brand, position a human protagonist at the core of the ad. You’ll set yourself up for a 56% increase in success rate. Including children is also effective. 

Celebrity presence can also drive breakthrough, but it doesn’t guarantee a strong response. Ensure you’re using the right celebrity for your ad—one whose image fits within your creative narrative and brand image. Authenticity and relevance are of the essence here. 

5. Introduce the message early and harmonize the verbal and visual components: 91% of successful creatives introduce their message within the ad’s first half; 100% deliver their message both visually and verbally, demonstrating the importance of harmonization. Establish cohesion across video and audio—ads that do so are more likely to be successful, not only in sustainability-focused ads but also general TV advertising.  

6. Use upbeat music and imagery: As mentioned, positivity works well in sustainability ads. Including upbeat music increases chances of success by 1.6 times. But don’t rely solely on positive framing to ensure success. Remember that your ad’s primary focus is to send a clear message.   

Messaging elements that work  

Communicating your message is easier said than done. There are various elements to get right: 

7. Focus on the solution: … not the problem. This is where positive framing can make an impact. What’s even stronger is making consumers feel part of the solution by telling a story that prompts action. 

8. Leverage storytelling: The best sustainability ads tell a clear story without relying on too many vignettes. This applies to general TV advertising too. 

9. Involve consumers in your sustainability initiatives: This way, your efforts become more tangible and credible, and consumers can engage with your brand and take meaningful action. Sustainability creatives involving consumers in their initiatives are more successful than those which are solely centred on the brand’s efforts. 

10. Apply single-minded messaging: Focus on a specific element or initiative. Sustainability is a vast area, so it’s important to be transparent about the steps you’re taking—be it clean energy, recycling, or something else. Ads that are specific are 1.6 times more likely to be successful than ads that address sustainability in general terms. 

11. Remember that credibility is key: In an age where greenwashing is rampant, backing your claims is crucial. 55% of successful tested creatives are supported by claims, and 36% have numerical claims. Steer clear of vague or misleading claims! 

12.  Create a clear link between your brand and cause: Ensure your brand’s association with the given cause has ´permission´ from the consumer for that association. Reinforce the linkage through multiple media channels and an ongoing commitment in communications. 

Curious to learn more about strengthening your sustainability communications? Reach out to one of our experts! 

References 

1. *Arup and Oxford Economics, 2023  

This article was first published in the Q4 2024 edition of Asia Research Media