Sustainability communications – 12 best practices

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 US$10.3 trillion, or 5.2 per cent of global GDP by 2050. Yet many brands struggle to communicate their sustainability initiatives effectively.

To tackle this, Toluna 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 and consolidated the results into actionable insights and practical recommendations.

Tap into the power of branding

Your ad’s goal is to boost mental availability by placing your brand at its core, introducing it early and making it central to the message. Our findings show 67 per cent of successful ads feature the brand within the first three seconds, and 64 per cent display it for at least 50 per cent of the ad’s duration.

Your logo is often your most distinctive brand asset and should be clearly visible. 94 per cent of successful 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:

Tell a rational message with emotive elements. Two-thirds of successful creatives lean towards rational messaging, while one-third combine rational and emotional messaging.

Tone down the humour but stay positive. Sustainability is not a joke, and only 9 per cent of successful sustainability ads incorporate humour. That said, balancing out the seriousness is important. We all know the dangers of unsustainable practices, but reminding people of them can backfire. Gloomy visuals reduce success by 36 per cent, while promoting joy increases it fivefold.

Balancing sentiment is key. Focus on the solution – how to achieve a goal and your brand’s role in it. Slice-of-life scenarios, used by 72 per cent of successful creatives, foster relatability and make the message digestible and relatable.

Show off your brand. Your brand is your ad’s hero. Don’t be afraid to flaunt it!

Leveraging creativity

Creativity is key to standing out and leaving a lasting impression.

Let humans tell the story. This is a proven way to establish relatability and credibility, add a human touch and elicit a sense of empathy. Seventy-two per cent of successful ads featured humans.

Positioning a human protagonist at the core of the ad, alongside your brand, can boost success by 56 per cent. Including children can also be effective. Celebrities can drive breakthroughs, but ensure their image aligns with your narrative and brand identity. Authenticity and relevance are key.

Introduce the message early and harmonise the verbal and visual components: 91 per cent of successful creatives introduce their message within the ad’s first half; 100 per cent deliver their message both visually and verbally.

Use upbeat music and imagery: Positivity works well in sustainability ads. Including upbeat music increases chances of success by 1.6 times. However, don’t rely solely on positive framing. 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:

Focus on the solution, not the problem. Positive framing can make an impact, especially when you make consumers feel part of the solution by telling a story that prompts action.

The best sustainability ads tell a clear story. They don’t rely on too many vignettes.

Involve consumers in your sustainability initiatives. Make them feel they can make a difference. This makes your efforts more tangible and credible, encouraging consumers to engage and take meaningful action.

Use single-minded messaging. Focus on a specific element or initiative. Sustainability is a broad area, so it’s important to be transparent about the steps you’re taking, be it clean energy, recycling, or something else. Ads with a clear focus are 1.6 times more likely to succeed than those addressing sustainability in general terms.

Support your ad with authentic, substantiated claims. This is crucial in an age where greenwashing is rampant. Fifty-five per cent of successful creatives are supported by claims, and 36 per cent have numerical claims.

Create a clear link between your brand and cause with the consumer’s permission. Reinforce the linkage through multiple media channels and an ongoing commitment in communications.