Did you know the average American person is exposed to more than 4000 adverts a day?
These advertising campaigns are usually created by media agencies and are spread out via media channels.
Media channels and agencies have without a doubt an undefiable power today.
They can help decide what to promote, in what way, when and how. They can reach millions of people in a second to promote a single message.
They have the power to do good, which some of them do, yet I believe that there is more to be done.
Many CEO’s of businesses and brands have already realised the moral importance of having a strong CSR and what this can do to boost their reputation and brand image, whilst helping the planet at the same time.
Why have media channels and agencies stayed quiet on this? It’s time they take a stand and speak out.
Let’s start with media channels.
These media channels are the source where information is spread in a matter of seconds to millions of people.
Whether it’s via television, social media, newspapers, magazines, radio stations or the internet, they all have immense power.
These channels also spend a lot of time and money on retaining their image and building themselves up a reliable source for information.
But now let’s imagine what would happen if they played to their strengths and really worked on their CSR policy.
What could possibly happen?
Let’s start with this example. If you are reading this article, you are likely to be aware of what greenwashing is.
However a lot of people are not aware of this, and are subjected daily to greenwashing by brands.
Yet if media channels worked hard to raise awareness of how to spot greenwashing, what to do if you notice it, and how to avoid greenwashing in the first place, it could lead to very positive results.
People would become aware of this problem, and pressure will be put on brands as a result to avoid it!
The same applies to the importance of having a CSR policy. Media channels need to work hard on developing their CSR policies and make people aware of this.
If you are unsure about how to start working on or developing your CSR policy you can contact Boon.Today to find out more.
Once you have a strong CSR policy, this will affect all generations. For example, the younger generation would trust you more as a media channel, as 73% of millennials are willing to pay extra for more sustainable results.
So even if they don’t have to pay to access your media channel, they will still be inclined to come back after this trust is formed.
The same applies to all other older generations in terms of brand image and reliability, as 66% of all generations would pay more for more sustainable results.
However, it would also give the CEO’s inspiration into beginning or developing their CSR policies further and can have a big influence on many brands and businesses in the world.
Let’s discuss how media agencies can improve, which is slightly different from media channels.
Instead of asking media agencies to raise awareness about greenwashing, you instead have the ability to prevent it altogether.
Such as by ensuring the right certifications can be applied to back up any ‘green initiative’ claims they want to advertise.
For example with ‘organic cotton’, ensure they have the USDA organic certification for this.
Better yet, if you are donating 1% of your advertising budget to fund a social or environmental project, your businesses commitment to the environment, and you want to promote complete honest advertising (eg no greenwashing, discrimination, or any non-stated retouching of photos), the Ad for Good Label is the 100% the certification for you!
Furthermore, your agency can adopt a CSR policy which ensures the companies you represent have ethical standards about the advertising that is displayed.
I’m sure a lot of you may be reading this thinking you already have a good CSR policy. However, now I am focusing on how you can do better.
Once you have a CSR policy, educate your employees about this and why it is important. You will gain happier and harder working employees as you will attract better talent.
Again, your agency will gain a better name and brand awareness and businesses will want to work with you as they know they are guaranteed morally ethical advertising campaigns.
However, I am here to tell you how you can become the best.
Having a strong CSR policy is just the beginning.
The next step is to get involved. Turn your words into implicative communication by recognising your moral obligation and acting on this.
Instead of saying ‘we are going to be carbon-neutral by 2025’ have something to show for your actions.
It doesn’t have to be super complicated either! For example, you can support a social or environmental project somewhere local or across the globe. This could be by funding renewable energy projects, planting trees in an endangered rainforest or by providing water for a struggling family for a year.
It really does not have to cost a lot of money as well.
Take, for example, 1% of your advertising budget for each campaign. Send this money to go towards your chosen social or environmental project.
This is definitely not going to break the bank! You can donate more but 1% is a good starting point.
By doing this, you are not only making a big difference in the world but you will earn a much better brand awareness at the same time, than just by stating your CSR policy and having nothing to show for it.
Better yet, others will be inspired by your actions to take a stand themselves.
Eventually, if everyone is inspired to adopt this policy, we can turn some of the staggering 563.02 billion dollars into over 5.5 billion dollars to be sent to worthwhile social or environmental initiatives to help save the planet.
Both media channels and agencies are able to do this and should be expected to do this, just as businesses and brands have a moral obligation to do so.
Even if you are reading this and thinking that the media channel or agency you work for does have a CSR policy, really look into how far this policy goes and how you can improve this by really taking a bold stance.
As you can see, it is not complicated and it does not have to cost a lot, but it really can make a difference to the world and to your brand image.
If you have any questions, feel free to contact us at Boon.Today and we will be happy to answer them!