Sustainability advertising is communications geared towards promoting social, economic and environmental benefits of products, services or actions through paid advertising in media in order to encourage responsible behavior of consumers.
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Conventional advertising is part of the promotion of products and services, which is one of the 4P's represented in the marketing mix.
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Sustainability advertising is used to advert customers to sustainable products, services and actions.
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Sustainability advertising contributes to all three pillars of triple bottom line: economic development, environmental protection and social responsibility.
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Lately, the concept of sustainability advertising has evolved as it is defined in the first part of this article.
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Strategic Sustainability advertising messages are then connected with corporate communication leading towards the development of a responsible and civic image of the company.
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Therefore, print Sustainability advertising generally includes a higher resource use in terms of paper, compared to digital radio and television campaigns.
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Sustainability advertising represents the primary communication tool to which major part of consumer group is exposed on the market.
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Therefore, sustainability advertising "helps to inform consumers and facilitates consumer choice".
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Originally Sustainability advertising was one of the factors that created consumption culture, thus playing an important role in shaping consumer preferences and the social and environmental impact they produce.
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Sustainability advertising is responsible for the lifestyle changes in the society, from materialistic towards more sustainable.
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Interactive Sustainability advertising then enables the company to build op strong customer-relationships despite the primer lack of personalized messages.
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Special challenge for sustainability advertising is the complexity of the messages that have to be communicated.
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Strong threat to the credibility of sustainability advertising can be seen in corporate "greenwashing", a form of disinformation from organizations seeking to repair public reputations and further shape public images.
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Therefore, the most important future challenge concerning firms as well as Sustainability advertising agencies is certainly a better understanding of the benefits of corporate socio-ecological responsibility in communications.
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