Automaker Volvo believes that it is not only possible but vital to be truly creative and on-brand while also pushing a sustainability message – a combination it considers far more effective.

Why it matters

Advertising that focuses on the environment can be very worthy but end up looking like wallpaper. Research from Ipsos has shown that while consumers are generally open to sustainable choices, the advertising to promote these tends to be less impactful than other types of communication.

Takeaways

• Being more sustainable should be seen as an act of future-proofing for a brand rather than a way to surf...