The responsible advertising guide
Advertising isn’t just about selling stuff anymore—it’s about doing good stuff. Responsible advertising is like being the superhero of ads: saving the planet, helping people, and making businesses shine—all at the same time. Sounds cool, right? Here’s how you can get started:
What even is responsible advertising?
Okay, let’s break it down:
- Be real: no fibbing or exaggerating (ahem, greenwashing).
- Be kind: help the planet and people, not just your profits.
- Be cool: make ads that inspire folks to live sustainably.
Imagine an ad that doesn’t just sell shoes but tells you they’re made from recycled water bottles. That’s the kind of vibe we’re going for.
Set your goals: the “why” behind your ads
Think about why you’re doing this. Do you want to:
Save energy in your campaigns?
Show off your eco-friendly products or services?
Help your audience learn simple ways to go green?
Pick your mission, and let’s get moving.
Say it like you mean it (and keep it real)
Nobody likes ads that scream, “We’re totally saving the world!” when you’re…not. Instead:
- Be honest about what you’re doing.
- Share your progress, even if it’s just the first step.
Example: Instead of “we’re saving the planet,” try “our packaging is made from 80% recycled materials, and we’re working on the other 20%.” Boom. Credible and relatable.
Keep it green behind the scenes
Ads can leave footprints too, and we’re not talking about the beachy kind. Reduce your campaign’s environmental impact by:
- Shrinking file sizes for online ads (less data = less energy).
- Using digital tools that care about sustainability.
- Printing only when absolutely necessary (and on recycled paper if you do).
Show people they can make a difference
Your ads aren’t just ads—they’re mini pep talks. Get your audience involved!
- Teach them simple eco-friendly hacks.
- Spotlight customers or partners doing awesome things for the planet.
- Use your ad space to educate, not just sell.
Make it a team sport
Sustainability is better with friends. Partner up with cool brands or organisations that share your values. Collaborations aren’t just trendy—they amplify impact.
Know what’s working (and what’s not)
Track how your campaigns are doing. Are people clicking? Sharing? Actually making changes? Celebrate the wins and tweak what needs tweaking.
Let’s wrap this up
Responsible advertising is like planting a tree: it takes effort, but the impact lasts for generations. So start small, stay honest, and have a little fun with it.
Want more marketing help?
Book a free discovery call or join our Strategy Workshop to level up your responsible advertising game. Let’s change the world, one awesome ad at a time.