Your Green Toolkit for Earth Day and Every Day | Webinars | Events & Webinars | ANA

Your Green Toolkit for Earth Day and Every Day

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The ANA’s Center for Ethical Marketing teams up with the Sustainability Collective to discuss why it's important to prioritize the environment in advertising and how companies can effectively communicate sustainability efforts to their customers. We’ll pack your toolkit with compliance tools, tips, and best practices. 

The world is facing a climate crisis, and consumers are increasingly concerned about the impact that companies are having on the environment. In fact, a recent survey found that 76% of consumers think it is important for companies to be environmentally responsible. Companies and organizations need to prioritize sustainability in their advertising. But it's not enough to simply talk about being green, you need to be able to back up environmental claims with concrete actions. 

You’ll learn a few key strategies to effectively communicate your sustainability efforts to your customers: 

  1. Be transparent: Customers want to know exactly what companies are doing to be environmentally responsible. Be transparent about your sustainability commitments, goals, and progress. We’ll share some recent cases that use the deceptive practice of green washing. 

  1. Honor Consumers’ Choices: Streamline your lists and resources, and learn about our data hygiene services like DMAchoice – our signature mail opt-out service to maximize your resources to reach the right audience.  

  1. Make it personal: Customers are more likely to support companies that prioritize sustainability if they feel a personal connection. Use storytelling and other techniques to help customers understand why sustainability is important to your brand and what they can do to make a difference. 

  1. Achieve Mainstream Green: help close the intent-to-action gap by motivating customers to move beyond expressing concern for sustainability to adopting sustainable behaviors and purchasing sustainable goods/services. 

  1. Join Ad Net Zero: commit to reducing your operational carbon emissions and carbon production to achieve net zero. 

Companies can no longer afford to ignore sustainability in their advertising. By prioritizing transparency, respecting consumers’ choices, personalization, and achieving mainstream green companies can effectively communicate their sustainability efforts to customers and differentiate themselves in a crowded marketplace. Let's work together to make every day Earth Day! 

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Start: Thursday, April 20, 2023 at 3:00pm

End: Thursday, April 20, 2023 at 3:30pm