Whether packaging or advertising posters – brands and companies present themselves as sustainable and environmentally conscious. Presenting your engagement in the right amount can be a challenge for advertisers. Are you still advertising or are you already lying? The line to greenwashing is thin and customer trust is quickly lost. According to surveys, 57 percent of Germans would like advertising to take on more responsibility. Successful transformation requires credible communication instead of exaggeration.

It is also important to design campaigns in a climate-friendly manner. Worldwide, advertising and marketing are responsible for five to six percent of CO2 emissions. Digital advertising platforms cost energy; Video streaming drives up data and energy consumption, and thus CO2 emissions. CO2 accounting studies show, for example, that mobile streaming of advertising videos is significantly more harmful to the climate than stationary playback via WiFi. Instead of compensation, it is important to develop good examples of avoiding emissions in the media value chain.