Opinion - Generation Media

How can digital media and the toy industry do more to support sustainability and eco awareness?

Felix looks at what impact advertising has on the planet, exploring solutions within the marketplace, how brands are currently utilising them and what steps the toy industry is taking to help.

Digital media is not obviously associated with environmental damage. At a glance, we do not attribute carbon emissions to seeing an advert on a mobile, desktop or tablet. However, a bit of research soon reveals a surprising truth; internet usage around the world accounts for over 4% of worldwide carbon emissions, a figure that is set to double by 2025. To put this figure in context, digital media causes a higher level of carbon emissions than aviation, an industry that is scrutinised heavily for its footprint.

Not only this, but consumer perceptions of brands are changing and will continue to do so. In a recent study published by Microsoft Advertising, The Rise of Sustainable Media, 91% of people questioned want brands to demonstrate that they are making positive choices about the planet, whilst 77% said that in five years’ time they will only want to spend money with brands which are practising green and sustainable advertising.

The good news however is that there are solutions available that help brands combat the environmental impact of campaigns. So, what should you be considering including in the mix for 2022 and beyond?

Generation Media works with multiple media suppliers, such as Mobsta, which offset campaigns by supplying carbon credits through bespoke initiatives, or who monetise advertising to return and reinvest spend into sustainable projects or charities. Results from recent campaigns run across the industry showcase just how much impact these solutions can have. Huggies ran a campaign in 2021 highlighting how nappies made from recycled bottles helped fund lifesaving treatment for sick children. This resulted in a 45% increase in purchase intent. The benefits of running these innovative formats with Good Loop is that they allow users to engage with the brand and also the causes that they are supporting. They wrap existing video ads in ethical formats and when engaged with, they unlock a free donation funded by the advertiser. With this approach, engagement rate is significantly higher, as is ad recall, with the accompanying benefit of building brand affinity.

Measurability of ads and the ability to look at wastage and format use is particularly important, as this will allow buyers and media houses to reduce wasted inventory and in turn reduce wasted impressions. In theory, this will have a positive impact on consumption. Moving away from 3rd party data solutions (3rd party cookies) will also have an impact. These industry-wide changes should inadvertently help decrease impression volumes and in turn wastage, particularly through digital programmatic.

The impact on the planet is the obvious positive to these industry changes. Another is the knock-on effect - that making eco-positive changes helps with business perception. Gen Z are the strongest advocates for environmental change in terms of age demographics and, although Millennials make up most of the current parental audience, this will shift in the next five years and their opinions will shape the current Gen Alpha core - our target market. Alongside this, it will help separate brands and present them as forward thinkers in a cluttered marketplace. Education is key and a clear avenue that needs to be embraced in making real change to industry goals, as well as consumer habits. Global leaders, such as Meta, are helping educate SMEs on how they can adapt and already have a net zero carbon footprint.

Let’s not ignore the elephant in the room. The toy industry is and will continue to be synonymous with plastic. However it is incredibly encouraging to see brands addressing this head on, from plastic free packaging, through to products made from recycled materials, be it Vivid Goliath’s Recyclings, or Lego unveiling prototypes of bricks produced from PET bottles. With brands taking great strides forward to address the environmental impact of the industry, it’s fantastic that there are opportunities for marketing to follow suit.

Whether we make changes from the way we access media or the formats we use, how we engage with our audience, the causes we align ourselves to or the production of the products themselves; the industry has final woken up to the necessity of this work. The good intention is there, and ever-increasing, especially as younger generations enter the industry. Whether these changes are made solely to profit from a changing marketplace, with a desire to make a difference or a combination of both, brands must commit to make serious, hard-hitting changes for the planet and to protect future generations of children to come.

Felix Lewis, Digital Business director, Generation Media

Tel: 0207 307 7906 felix.lewis@generationmedia.co.uk