As part of our toolkit for the agency, we have created a framework to get people thinking about the ways and means by which they can incorporate more sustainable thinking into their media planning.
Every client has different priorities in this space and a different degree of willingness to approach this in their media investment. It’s important to understand where a client is on the scale of action so that you can design the right solutions in the plans.
Importantly, it’s also key to do this without affecting marketing performance, meaning the KPIs we associate with sustainable activity are important to bear in mind.
The first step is the act of associating, this simple alignment to the right contexts is great for clients who are willing to be in and amongst the debate, and with the wealth of audience data now on how people feel about the environment, it is easy to find an audience for whom this will resonate most.
Next, there is the opportunity to use media to actively communicate what your brand is doing in this space. Through partnerships, content, and advertising there are many ways to get your brand’s message out there, just be ready for people to have an opinion!