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What are sustainable ads: some definitions

This post defines sustainable ads

Sustainable ads are ads that are good for the climate. Here we propose some definitions.

We propose to classify ads in three categories:

Sustainable ads: Doing what the ads advertises for results in a positive impact on the climate. Additionally, those ads should not themselves make a disproportionate use of resources. For instance an ad that advertises switching to renewable energy.

Ad published in National Geographic -04.2020

Climate neutral ads: The ad advertises for a product that is climate neutral, or for which carbon emissions have been compemsated. For instance, an ad that advertises for a service that has no or a limited impact on the climate. This includes for exemple advertising for local cultural events or services.

Ad for Kellogg university, HBR special issue, Spring 2020

Unsustainable ads: The ad advertises for a product that has a strong negative impact on the climate. This includes for example ads for trips abroad, ads for cars etc. Ads that are in themselves very polluting, such as untargeted mass printed brochures, are considered not sustainable.

Unsustainable ad, copied from the best of Harvard Business Review, Spring 2020.

In a nutshell, sustainable ads are ads that are good for the climate: local and climate-neutral !

Do you agree with those definitions? Please see what you can do to help us.

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