Are we environmentally responsible advertisers? Do we ensure that our environmentally branded clients are environmental in their advertising choices? It’s not often that we need to think of the environmental impact of our advertising. That’s not to say that we should.
Generally, our advertising doesn’t have a direct impact on the environment. Can a print ad, cable TV spot, or even a social media campaign really impact the environment? Yes, we can use our media buying to ensure that money gets spent with environmentally sound media companies, indirectly reducing carbon footprints.
But think more directly.
When was the last time you purchased a billboard that turns itself off after a certain hour. Unless you’re targeting the “grave shift” demographic, is there really a point for a billboard to be lit after hours? What about electronic billboards? Those billboards use electricity and create a bit of light pollution. Do we brief our clients on the impacts?
I think it behooves us to be a little more environmentally minded. We may not always make the best choices. Few agencies can afford to be activist agencies, especially in this economy. Our client wishes are paramount to our own in many cases. However, that doesn’t mean we can’t try a little.