Sustainability gains weight in the production processes of the advertising industry
Posted: Tue Jan 07, 2025 9:55 am
“Sustainable”. “Eco-friendly”. “Carbon neutral”. These are some of the adjectives that have been used for years in many of the commercial communications that we see on television, that we hear on the radio or that we see on the streets of our cities. But are these adjectives that can also be applied to the processes of the advertising industry itself ?
Faced with an increasingly informed, demanding and aware consumer belize number screening regarding the impact of their consumption on society and the planet, brands and advertisers have taken a step forward by promoting policies focused on fostering the sustainability of their activity and business model. However, it seems that companies and professionals in the advertising sector have been slower to make commitments - at least publicly - in this regard, although environmental awareness is an issue that is increasingly present in the processes, both internal and external, of these organizations.
"Although it may not be so visible, agencies are carrying out many internal changes"
The reason for this is mainly that agencies are not as exposed or have less visibility to the final consumer . “ Brands are more present in the social debate, while agencies have a massive but indirect target ,” says Marc Lite, Founding Partner of Firma and Co-Founder of the Creatives for the Future initiative. “ Although it is not as visible, agencies are carrying out many internal changes so that our way of working and the messages we send through our clients are aligned .”
This is something that is increasingly present in the way agencies operate. Firma is one of the creative companies in our country that have the B Corp certification , promoted by B Lab Spain. The B Corp movement seeks to help citizens and investors identify companies that are in line with their values, so it goes beyond the certification of a product or service. It measures the social and environmental performance of the company as a whole and defines its corporate identity.
However, beyond being a B Corp company, José María Batalla, Creative Director and Founding Partner of La Casa de Carlota & Friends, believes that commitment is an issue intrinsic to the founding values of the organization. “ Activating movements that generate benefits for both society and the environment seems to us to be not only an opportunity, but an obligation. Beyond being a B Corp company, we carefully study whether the companies we work with agree with our ethics and business principles .”
Faced with an increasingly informed, demanding and aware consumer belize number screening regarding the impact of their consumption on society and the planet, brands and advertisers have taken a step forward by promoting policies focused on fostering the sustainability of their activity and business model. However, it seems that companies and professionals in the advertising sector have been slower to make commitments - at least publicly - in this regard, although environmental awareness is an issue that is increasingly present in the processes, both internal and external, of these organizations.
"Although it may not be so visible, agencies are carrying out many internal changes"
The reason for this is mainly that agencies are not as exposed or have less visibility to the final consumer . “ Brands are more present in the social debate, while agencies have a massive but indirect target ,” says Marc Lite, Founding Partner of Firma and Co-Founder of the Creatives for the Future initiative. “ Although it is not as visible, agencies are carrying out many internal changes so that our way of working and the messages we send through our clients are aligned .”
This is something that is increasingly present in the way agencies operate. Firma is one of the creative companies in our country that have the B Corp certification , promoted by B Lab Spain. The B Corp movement seeks to help citizens and investors identify companies that are in line with their values, so it goes beyond the certification of a product or service. It measures the social and environmental performance of the company as a whole and defines its corporate identity.
However, beyond being a B Corp company, José María Batalla, Creative Director and Founding Partner of La Casa de Carlota & Friends, believes that commitment is an issue intrinsic to the founding values of the organization. “ Activating movements that generate benefits for both society and the environment seems to us to be not only an opportunity, but an obligation. Beyond being a B Corp company, we carefully study whether the companies we work with agree with our ethics and business principles .”