As media planning and buying professionals, our role has always been about creating the right connections—connecting our clients’ brands with their audiences in the most effective and impactful ways. But today, there's a new layer to that responsibility. Sustainability is no longer just a buzzword but an urgent global need and our industry is taking on its responsibility to help drive change.
Sustainability in media planning and buying isn’t just about opting for greener solutions. It’s about transforming how we think about the impact of our campaigns, from the platforms we choose to the messages we promote, and even the partners we collaborate with. As members of the IPA Climate Change Charter, it is no longer just an add-on or afterthought but something that is woven into the fabric of our strategy, operations, and overall business model.
The Power of Conscious Media Buying
Media buying has historically been focused on achieving efficiency and maximising reach. However, as the demand for corporate responsibility grows, we have a new lens through which to evaluate our choices. Conscious media buying means prioritising platforms, channels, and publishers that align with the values of sustainability.
Here are some ways we can, and are, putting sustainability at the forefront of our media buying strategies:
Choosing Sustainable Platforms
In the digital landscape, platforms such as Google and Meta dominate, but there are also a growing number of media outlets that prioritise sustainable practices. Whether it’s prioritising carbon-neutral digital channels or supporting media outlets that focus on environmental education, aligning with these platforms can amplify both the brand’s message and the sustainability movement.
Emphasising Data-Driven Decisions
Data is central to media planning. By using data analytics and insights, we can optimise campaigns not only for performance but also for sustainability. For example, by measuring the carbon footprint of digital channels, we can make more informed decisions about how to allocate ad spend in a way that minimises environmental impact.
Additionally, data-driven insights allow for more efficient ad targeting, which reduces the waste of advertising spend and cuts down on irrelevant impressions. Less ad waste means fewer resources consumed, and fewer emissions generated by server farms, websites, and delivery networks.
Supporting Green Certifications and Ethical Brands
Supporting brands that are genuinely committed to sustainability can go a long way. This can mean partnering with brands that have strong corporate social responsibility (CSR) initiatives or choosing publishers who prioritise green certifications and ethical standards. By amplifying their messages, we help create a positive feedback loop—brands with strong environmental policies get visibility, which drives demand for more sustainable products and services.
Creative Sustainability: The Role of Messaging
It’s not just about where we place ads, but how we speak to audiences. The messages we put out into the world can influence consumer behaviour, inspire positive change, and raise awareness around critical issues. As media planners and buyers, we can drive the narrative on sustainability by encouraging clients to create content that educates and informs.
Creative approaches to sustainability messaging can include:
Storytelling that highlights sustainable practices: Showcasing a brand’s commitment to sustainability through real-life stories, testimonies or behind-the-scenes content can humanise the issue and create deeper emotional connections with the audience.
Promoting eco-friendly products and services: Rather than simply marketing traditional values, we can highlight the sustainability benefits of a brand’s offering. A shift toward promoting sustainability actions informs the consumer while driving environmentally conscious decision making.
The Shift Toward Sustainable Media Metrics
When we talk about measuring success in media buying, the traditional KPIs (click-through rates, conversion rates, etc.) of course still matter. But as sustainability becomes a key driver, the metrics we use to evaluate campaign success will also evolve. We need to incorporate sustainability-focused metrics into our media plans, such as:
Carbon footprint of campaigns: How much energy is consumed by delivering digital content? What are the emissions associated with each platform? Something we are already implementing at Spirit Media through use of the IPA Carbon Calculator.
Ad spend efficiency: Reducing wastage in ad impressions means less energy consumed and more meaningful interactions with the target audience. Tracking the ROI of campaigns in both business and environmental terms is essential for measuring success.
Engagement with sustainability-focused content: Analysing how users interact with sustainability-driven content can offer valuable insights for future campaigns and help improve content strategies moving forward.
Embracing the Future of Media with Sustainability in Mind
The future of media planning and buying is undeniably intertwined with the future of sustainability. As consumer demand for eco-friendly options continues to grow, it’s vital that we evolve strategies to meet these expectations. Brands that can authentically and transparently communicate their sustainability initiatives will be the ones that resonate most with today's values-driven consumers.
Our industry has the power to be a catalyst for change. By adopting sustainable media practices, investing in green initiatives, and driving eco-conscious campaigns, we can reduce our collective environmental impact—while helping clients grow in a way that aligns with the values of the future.
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