The best practices for communicating sustainability

Editor’s note: Jon Arthurs is the managing director and global sustainability practice lead at MetrixLab. This is an edited version of an article that originally appeared under the title “The sustainability communications playbook: 12 best practices.”

As the world continues to grapple with climate change, sustainability has become increasingly important for consumers, brands and governments alike. The shift towards renewable energy, eco-friendly practices and green economies is picking up. The commercial opportunity within this space is estimated to reach $10.3 trillion by 2050, which is equivalent to 5.2% of the global GDP that year (Arup and Oxford Economics, 2023.)

What remains a challenge for many brands, however, is effectively communicating their sustainability initiatives and maintaining the renewed confidence to communicate about sustainability. 

In our whitepaper, "It is not easy being green", we explored the complexities brands face when it comes to their sustainability communications. Building on the insights shared, MetrixLab conducted a global meta-analysis to uncover the best practices for developing sustainability communications within the advertising space. 

Using our ACT Instant solution, we tested sustainability-led ads from various brands around the world across 130 creative elements. Our findings encompass best practices across various pillars including branding, messaging and creative elements. 

The power of branding: Keeping your brand at the heart of your ad

Your ad's ultimate purpose is to drive the mental availability of your brand and its distinctive assets. It should come as no surprise then that your brand should be at the heart of your ad even when you're focused on communicating a specific cause or purpose. Don't be afraid to flaunt it! Introduce your brand early in the creative and make it central to the cause or core message of your ad. Our findings revealed that 67% of all successful ads on breakthrough (breaking through the clutter) feature the brand within the first three seconds and 64% had their brand present for at least 50% of the ad's duration. 

On the same note, your logo should be visible and prominently displayed – especially at the end frame of the creative. After all, your logo is often your most distinctive brand asset. Ninety-four percent of tested creatives with a successful breakthrough featured their logo in the end frame. Where you place your logo is also important. Keeping it at the center of the creative frame works best.

Landing the message: Three ways to advertise sustainability in your brand

Getting your message across in this complex space is pivotal to your ad's success. We've rounded up key insights and best practices with regards to messaging.

1. Tell a rational message with emotive elements

When communicating about sustainability, it's important to balance the rational message with emotive elements. Two-thirds of our tested successful creatives tend to lean more towards rational messaging, while one-third combine rational and emotional messaging to get their point across. Interestingly, this opposes more "traditional" TV ads, which tend to perform better when they strike a balance between emotional and rational messaging.

2. Tone down the humor and balance seriousness with positivity

Be wary when using humor in sustainability ads. Sustainability is not a joke and only 9% of successful sustainability ads use of humor. That said, balancing the seriousness is important. We're all aware of the looming dangers of unsustainable practices; people don't necessarily want to be reminded of it. Which is why showcasing gloomy, disheartening visuals in your ad reduces the chances of success by 36%. 

On the other hand, promoting joy boosts chances of success by five times. That isn't to say that everything must be positively framed at all times – balancing sentiment is key. The focus should rest on the solution: How to achieve a specific goal and what role your brand plays in it. A great way to incorporate this is through slice-of-life scenarios which foster a sense of relatability. We found that 72% of successful creatives focus on slice-of-life scenarios to paint a picture that is digestible and relatable.

3. Show off your brand

We've already touched on the importance of branding, but this point can't be emphasized enough. Your brand is your ad's hero – treat it as such!

Leveraging creativity: Leaving a memorable impression

Creativity is key to standing out from the crowd and leaving a good, positive impression. Here's what we've found works best when it comes to sustainability advertising.

1. Let humans tell the story

Using humans to tell your story is a proven way to establish relatability and credibility. It also adds a human touch and fosters a sense of empathy among viewers. Our study revealed that a clear presence of humans has a positive impact on the success of sustainability ads: 72% of the ads with successful breakthrough features humans, as did 100% of ads with successful response rates.

Earlier, we discussed the importance of keeping your brand front and center in your ad. Combine this with a human protagonist – positioning both at the core of the ad – and you've setting yourself up for a 56% increase in success rate.

Celebrity presence can also drive breakthrough but it does not guarantee a strong response. We found that celebrity presence boosts breakthrough by three times more than response. It's important to ensure you're using the right celebrity for your ad – one whose image fits within your creative narrative, as well as your brand image. Authenticity and relevance are of the essence here.

2. Establish the message early on and harmonize the verbal and visual components

Ninety-one percent of successful creatives introduce their message within the first half of the creative duration. One hundred percent of successful creatives deliver their message both visually and verbally, which established the importance of harmony in an ad. Make sure to establish cohesion across video and audio – ads that do so are more likely to be successful. This rings true not only for sustainability-focused ads but general TV advertising.

Using supers is a great way to support your ad's message visually – in fact, 81% of successful creatives leverage supers to communicate their message.

3. Add music and imagery to boost positivity

As previously mentioned, positivity works when it comes to sustainability ads. Including upbeat music increases chances of success by nearly two times. Even so, keep in mind that the primary focus of your ad is to tell a clear message. Make sure not to rely solely on positive framing to ensure success.

Messaging elements that work 

Communicating the message of your sustainability ad is easier said than done. There are various elements to get right. Here are the key insights we've obtained with regards to messaging elements that work best with sustainability ads.

  • Focus on the solution, not the problem: This is where positive framing can make an impact. What's even stronger is making consumers feel part of the solution by telling a story that prompts action.
  • Flaunt your storytelling skills: The best sustainability ads tell a clear story without relying on too many vignettes.
  • Involve consumers in your sustainability initiatives: This way, not only do your efforts become more tangible and credible, but you create space for consumers to engage with your brand and take meaningful action. According to our analysis, sustainability creatives involving consumers in their initiatives are more successful than those which are solely centered on the brand's efforts.
  • Apply single-minded messaging: We've touched on the importance of delivering a clear message in your ad. To do this effectively, focus on a specific element or initiative of sustainability. It's a vast area, so it's important to be transparent about the specific steps you're taking – be it clean energy, recycling or something else. Ads mentioning a specific type of sustainability are 1.6 times more likely to be successful than ads that address sustainability as a general term. Be consistent to reinforce the messaging and association with the brand.
  • Remember that credibility is key: In an age where greenwashing is rampant, backing your claims is crucial. Fifty-five percent of successful tested creatives are supported by claims and 36% have numerical claims. Steer clear of vague or misleading claims! Ensure that your brand has “permission” from consumers to own and associate itself with the cause or purpose – supported by your company's visible and transparent commitment to sustainability.
  • Create a clear link between your brand and cause: Ensure your brand's association with the given cause has “permission” from the consumer for that association. Be consistent and reinforce the linkage through multiple media channels and an ongoing commitment in communications.