Ads for Good: UK Report Highlights Advertising’s Growing Social Contribution

Key Results:

• Public opinion of the good social influence of advertising changed from 34% in 2021 to 44% in early 2024.
• While 28% of those 55+ believe in advertising’s ability for positive change, 50% of 18–34-year-olds do.
• Unlike 37% of White respondents, 58% of ethnic minority respondents believe advertising is a driver of societal change.

The research identifies several ways that advertising contributes to societal benefits. These include increasing financies for charitable purposes and raising awarness of important causes.

Additionally, advertising can plays a role in advocating for better living conditions and promoting healthier lifestyles. It also serves as a platform for marketing eco-friendly and socially responsible products and services.

Furthermore, advertising and ther marketing strategy on it´s own has the power to bring people together around significant cultural events and shared experiences. Lastly, it plays a crucial role in encouraging a more inclusive society by representing diversity and challenging stereotypes. These various aspects demonstrate the multifaceted impact of advertising on social progress and community well-being.

Spending on charitable advertising

From 2021 to 2023 UK charities raised their advertising budget by 64%. Of the £872 million projected for 2023:

• £164 million for cancer charities
• Animal charities: £117 million
• £112 million is health charity funding
• Children’s charities bring in £72 million

Notable campaigns

The study highlights various creative ads with awards that prove the good social effect of advertising. Especially shining example of the industry’s sustainability is Grub Club, a sustainable pet food shop who won the Sky Zero Footprint Fund prize. This is in line with public opinion since more than a third (34%) of respondents said that advertising helps them to make more ecologically sensitive decisions.

Among the underlined initiatives, Aldi’s collaboration with the Neighbourly charity and their marketing strategy produced a remarkable 40 million meal contribution. Another notable example is ITV and VegPower’s ‘Eat them to defeat them‘ campaign, which effectively pushed consumption of an extra 981 million tons of fruits and vegetables.

These projects, together with several other innovative campaigns highlight how advertising and sophisticated marketing staretegies may inspire good change and support sustainability in consumer behaviors. They also emphasizes for e-commerce companies the rising relevance of ethical advertising. Including social impact into your marketing plan will help you boost customer loyalty as well as sales as customers appreciate companies that benefit society more and more.

Think about stressing your eco-friendly methods, working with nonprofits, or starting campaigns for social change. Recall that good business in the modern market is about creating distinction rather than merely product sales.