TV Key Facts addresses responsibility and sustainability issues

July 13, 2021

The idea that marketing can change the world isn’t a new one, but this year more people were actually doing it. From climate change to racial inequity, brands were taking on the world’s biggest problems, take the leap from advocacy to action.

Last month, Cannes Lions live revealed that the PR Lions saw a 37% increase in work for the Corporate Purpose and Social Responsibility category while in the Direct Lions, CSR submissions were up 140%. And in the Social and Influencer Lions, 35% of the winning work focused on brand activism.
Will brands save the world? This year they gave it a good go!

2020’s edition of the TV Key Facts explored these topics with some experts:

Can brands steer the world towards responsible lifestyle by Isabel Kurata, ACT Responsible (7 minutes)

This interview with Isabel Kurata, Co-founder of ACT, is about the role of brands and advertising in the promotion of social and environmental responsibility. She discusses how advertisers should position themselves on those topics.

Recently, the advertising community is committing to more sustainable practices, consumers have higher expectations now and are looking to be inspired.

Read the full article here.

Time to restart, rebuild and reset by Sonoo Singh (4 minutes)

Sonoo Singh, business journalist and editor, analyses the climate crisis as a driver of injustice. From her interesting point of view, media owners have the responsibility to act when issues such as climate change and racism amongst others are affecting our society and our world.

As an illustration of her remarks, some initiatives within the media industry have already emerged to combat racism and climate change.

Read the full article here.

What are consumers’ main expectations from brands in terms of sustainability? (2 minutes)

The Responsible Brands in Europe study from RTL AdConnect (the international advertising house of RTL Group), charting consumer behaviour across four European countries, shows most people expect the media and brands to inform and advise them on sustainability and the climate crisis.

Discover exclusive international testimonials, from ITVFremantle, Ecosia, Quorn Foods, illy Caffè, and Kiko Milano.

Check out the infographics here.

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