Reinventing Goodvertising: Executive Summary

Reinventing Goodvertising: Executive Summary

Goodvertising, purpose-driven initiatives, ESG policies, driving change… Call it what you want but, the days of sitting on the sidelines are over for organizations.

WHO IS CALLING BRANDS TO ACTION

Companies and organizations are being called to action, not as a mere want, but as a rapidly growing necessity in order to stay relevant in our current climate. A PwC survey reported that 83% of consumers think companies should proactively implement environmental, social, and governance (ESG) best practices in response to societal issues. 86% of employees want to work for a company whose values are aligned with their own. 

The dilemma for brands is not only deciding to be the drivers of change but deciding which issues to support and how to show their support in an authentic manner. 

We wanted to get down to the bottom of this issue and what we discovered was that no matter how you spin it, brands need to show they have a purpose beyond their profit margins.

So, can companies successfully target these issues, make a genuine impact, and be authentic in their expression of these efforts? Sounds like a tall order, but in reality, it’s simpler than most business leaders think. 

This white paper will discuss the growing calls amongst younger generations for brands to implement corporate social and environmental responsibility policies. We will take a deep dive into how companies are beginning to respond to consumer and employee needs and what challenges ad tech and the advertising industry must overcome to achieve these goals. 

New call-to-action

Millennials and Gen Z members are demanding action. Are companies living up to their ideals? While the answer to this question is varied, both consumer and employee calls for brands to have genuine responses to societal and environmental issues are racking up – and the brand response is critical. More and more companies are adopting new policies, initiatives, and campaigns to meet these growing needs. But, many companies have also received negative backlash and have been accused of “greenwashing” or “social washing” for mustering efforts that fall short of being legitimate or impactful. 

 
How will brands successfully step up to the plate? Who is already proving this imperative task can be done with lasting impacts? Has the ad industry made enough of an effort to jump in?

Interested in learning more? See the white paper.