Sustainability in Advertising and PR
INDUSTRIES Advertising and PR
Sustainability in Advertising and PR
Driving sustainable impact through authentic and responsible brand narratives.. Know where you stand in your industry — and steer your sustainability for market success.
- Material Fields and Topics
- ESRS / VSME aligned
- EU NACE mapped
INDUSTRY BENCHMARK PREVIEW
Advertising and PR
Advertising and PR
Your company
industry peers
End-consumers
Most material
Employees
High relevance
Business conduct
High relevance
Climate protection
Relevant
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Create your profile in Advertising and PR
Profile your company, get your industry benchmark score, and participate in European sustainability ecosystems.
- Industry-specific ESRS/VSME profiling
- 6-level ESG score along 14 topics
- Benchmark vs. Top 10 industry peers
- DNP & ESA award preparation
Impacts, Risks and Opportunities
Sustainability in Advertising and PR
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.
Sustainability needs narratives so that it can be carried widely. Advertising and marketing communications tell them. The industry alone cannot force transformation. However, it reflects the change in values in society, takes up lifestyle changes and implements them in advertising. In this way, it can enhance transformative change. . Agencies can refuse to promote unsustainable products and lifestyles and discourage customers from greenwashing. In the tough competition for marketing and advertising budgets, it is not always easy to develop a clear stance. But small and specialized agencies in particular are increasingly showing that a consistent focus on sustainable companies and solutions opens up opportunities for growth. This also applies to social media companies and influencers as advertising ambassadors in the digital world. Market-dominating advertising platforms in particular have a responsibility.
The industry includes, for example, market research, advertising agencies, photography and photo laboratories, marketing and brokerage of advertising space.
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Fields and Topics Materiality
These are the sustainability fields and topics that matter most for companies in Advertising and PR — based on score4more’s industry double materiality analysis model aligned with EU CSRD/ESRS standards.
Society
End-consumers
ESRS S4
Work
Employees
ESRS S1
Conduct
Business conduct
ESRS G1
Climate
Climate protection
ESRS E1
PROFILE PREVIEW
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EU CLASSIFICATION
Industry NACE Classes
Unsure if this industry is the right one for your company? Compare your business activities with the EU’s NACE classification below.
Included NACE classes in the industry
N 73.1 Advertising
N 73.11 Activities of advertising agencies
N 73.12 Media representation
N 73.2 Market research and public opinion polling
N 73.20 Market research and public opinion polling
N 73.3 Public relations and communication activities
N 73.30 Public relations and communication activities
N 74.11 Industrial product and fashion design activities
N 74.12 Graphic design and visual communication activities
N 74.14 Other specialised design activities
N 74.2 Photographic activities
N 74.20 Photographic activities
N 73.11 Activities of advertising agencies
N 73.12 Media representation
N 73.2 Market research and public opinion polling
N 73.20 Market research and public opinion polling
N 73.3 Public relations and communication activities
N 73.30 Public relations and communication activities
N 74.11 Industrial product and fashion design activities
N 74.12 Graphic design and visual communication activities
N 74.14 Other specialised design activities
N 74.2 Photographic activities
N 74.20 Photographic activities
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