Can advertising be good for the planet?
By Max van Nijnatten – 4 minute read
The rise of sustainable advertising: Why brands need to change
Advertising is everywhere—on billboards, flyers, and product packaging. But what happens to these materials once they’ve served their purpose? Most end up in landfills. The advertising industry generates enormous waste, with direct mail campaigns alone producing over 41 million metric tons of CO2 emissions annually. It’s time for a rethink.
Enter environmental friendliness in marketing. Companies worldwide are shifting toward sustainable advertising methods that reduce waste while still capturing attention. One innovative solution? Plantable marketing materials—like postcards embedded with seeds that bloom into flowers instead of heading to the trash.
The environmental impact of traditional advertising
Let’s talk numbers. Traditional advertising methods contribute significantly to pollution:
- Junk mail waste: Over 100 billion pieces of junk mail are sent each year, with less than half being recycled .
- Plastic promo products: Cheap, branded merchandise often ends up in oceans and landfills, contributing to the 12 million tons of plastic waste dumped into our waters annually .
- Billboard emissions: The production and maintenance of billboards, many of which are illuminated 24/7, result in high energy consumption and carbon emissions .
With sustainability becoming a priority for consumers, brands that don’t adapt risk losing relevance. According to a Nielsen report, 81% of global consumers feel strongly that companies should help improve the environment.
What does sustainable advertising look like?
Companies committed to environmental friendliness are embracing creative, sustainable marketing strategies:
- Seed-infused postcards: A small yet powerful way to engage customers—when planted, these biodegradable cards grow into flowers, herbs, or trees instead of ending up in the trash.
- Reusable packaging and QR codes: Rather than printing thousands of brochures, businesses are incorporating QR codes on reusable materials, leading consumers to digital content.
- Eco-friendly giveaways: Instead of plastic pens and keychains, brands are opting for sustainable gifts like bamboo utensils, fabric tote bags, or upcycled items.
Digital-first marketing: Reducing print materials in favor of social media, email campaigns, and online content can significantly cut down on paper waste.
How ivault is leading the way
At ivault, we’re pioneering sustainable advertising with plantable postcards. These unique marketing materials don’t just spread a message—they grow into something beautiful. Imagine receiving an ad that turns into a bed of wildflowers! Not only does this reduce waste, but it also reinforces a brand’s commitment to sustainability in a tangible way.
The future of advertising is green
Consumers are demanding more responsible marketing, and brands that lead the way will benefit from increased loyalty and positive brand perception. By shifting to environmental friendliness in advertising, companies can make a lasting impact—both on their audiences and on the planet.
So, next time you think about marketing, ask yourself: Is your ad destined for a landfill, or could it bloom into something better?
References:
• EPA: Reducing Waste: What You Can Do
• national geographic: The world’s plastic pollution crisis, explained
• ucdavis: Reducing Waste: What You Can Do
• 75media: Are Billboards Safe for the Environment?
• nielseniq: Global consumers seek companies that care about environmental issues