ITV reflects and influences culture both through our programming and the advertising we carry. As such, we can play an important role in helping the nation move faster towards a lower-carbon economy and part of our commitment to doing that is to help advertisers create advertising that works hard to drive the change we need.Kate Waters, Director of Client Strategy and Planning, ITV
The Greenprint webinar
Effective environmental narratives in advertising play a vital role in inspiring long-term change. The Greenprint serves as a guide on how to captivate audiences and encourage them to step up to the climate challenge. In it, we explore the opportunity that effective environmental advertising presents, where the benefits are tangible for our planet, consumers, and brands themselves.Jon Evans, Chief Customer Officer, System1
How advertising can help address the climate crisis with ITV and System1
The new report produced by ITV and System1 highlights potential of advertising in tackling climate crisis, and offers the industry actionable guidance.
Just 8% of British TV adverts over the last three years have included an environmental message, despite increasing public demand for climate action and advertising being an effective medium through which to drive awareness of environmental issues, new industry-first research by ITV and System1 has revealed.
The findings are revealed in The Greenprint a new actionable industry guide from ITV, System1 and behavioural scientist Richard Shotton, drawing on System1’s effectiveness data and behavioural science principles to uncover how creativity can be effectively employed to help tackle the climate crisis.
The Greenprint analyzed 1,000 randomly selected adverts from the last three years to assess whether they contained environmental messages and how these were being communicated. The report found:
A lack of green ads: Just 8% – or 83 of the 1,000 adverts selected – included an environmental-led message. This is despite more than 80% of UK adults having some concern about climate change.
Average creatives: Across System1’s ad testing metrics, adverts with an environmental message performed in line with the UK average. Being environmentally conscious is neither a shortcut to creative effectiveness nor a turn-off for viewers, and there is plenty of potential for brands to make green ads more effective and engaging.
A focus on the least impactful areas: The most heavily featured environmental message across the analysed ads is waste reduction (22% of ads), yet waste reduction ranks 60th in importance for reducing carbon emissions – meaning the industry is currently overlooking the green behaviours with the most impact.