International Advertising Association: Sustainability is more than a trend
Environmental protection and sustainability are increasingly preoccupying the advertising industry and were the subject of the International Advertising Association's evening event.
At the evening event on November 17, 2022, the International Advertising Association welcomed around 70 guests from the marketing and communications industry to the newly opened Westhive location in Zurich and also offered international guests the opportunity to participate in the event thanks to the live stream. On stage was Nicolas Bordas, VP International of TBWA Worldwide and in this function also responsible for the topic of sustainability.
Afterwards, the IAA Swiss Chapter welcomed to the panel discussion: Laura Loos (Head of Marketing Switzerland at Coca-Cola), Roman Reichelt (CMO Global at Credit Suisse), Tobias Zehnder (Co-Founder Webrepublic and Representative at Green Media Switzerland) and Nicolas Bordas (VP International at TBWA Worldwide and Co-Chair of the Sustainability Task Force of the European Association of Communication Agencies). The panel was moderated by IAA board member Natasja Sommer-Feldbrugge, who skillfully guided through the evening.
Instruments and clear standards required
By way of introduction, Nicolas Bordas presented the various initiatives such as Ad Net Zero, AdGreen, the media calculator that helps to measure the emissions of individual measures or ChangeThe Brief, a tool to promote the right discussions with clients as an agency. "Sustainability is an important, social issue that is also reflected in marketing," says Nicolas Bordas. "We need appropriate tools and clear standards to be able to advise our clients properly as agencies." Panelist Tobias Zender, who together with partners launched the Green Media Switzerland initiative, will also speak at the panel about the importance of a climate-neutral advertising industry. "We want to join forces and set a new standard in the communications industry together with other agencies and advertising service providers."
Panelist and Credit Suisse CMO Roman Reichelt knows that we all have a long way to go, and that we need to travel it together to make a difference. "We're on it," says the Global Chief Marketing Officer about plans for a more sustainable future at Credit Suisse.
Stinginess is no longer cool
Not everywhere that says green on the outside is actually green on the inside. Environmental protection and sustainability are increasingly occupying the advertising industry and advertisers. Commercials for bargains are on the decline and the "stinginess is cool" mentality is making way for durable products and green communication. Brands need to take sustainability seriously and not just use green advertising phrases. Sustainable marketing requires honesty, transparency and clear standards "Transparency is important for credible brand communication," says panelist Laura Loos of Coca-Cola. Companies need to increasingly and more widely disclose data and information about their sustainable business practices. In doing so, the sustainability strategy and performance are disclosed in the sustainability report
(Sustainability Report) is presented and reflected upon.
Companies, just like every employee, are responsible for a more sustainable future. It is a collective responsibility. Everyone agreed on that during the evening.
