Distributed to several thousand companies and advertising agencies worldwide, "Can Sustainability Sell?" (available for download online at www.uneptie.org/sustain/advertising/publications.htm)aims to convince the industry that "far from depressing sales, sustainable principles could be essential to protect both brand health and future profitability". Within the publication, a selection of case studies and contributions from communication professionals, companies and UNEP outline the business opportunities related to transparent corporate communication on sustainability. According to Mike Longhurst, Senior Vice President Business Development for McCann-Erickson, it is communication on this issue which companies are currently failing to develop. "All the major brands have it on their websites," he said. "It is now time they start communicating this in the media as well."
A report of the advertising industry to gauge progress by the sector towards sustainable development (downloadable at www.uneptie.org/outreach/wssd/sectors/advertising/advertising.htm), drafted by the European Association of Communications Agencies (EACA) and the World Federation of Advertisers (WFA) and facilitated by UNEP, was also recently produced for WSSD (www.johannesburgsummit.org).
Focusing on the long-term benefits to businesses, the UNEP approach to promoting sustainability uses the existing communication models that serve as influential links between consumers and companies, such as advertising and marketing.
With the support of organisations and companies, including EACA, McCann-Erickson, WFA, Unilever, Procter & Gamble, the American Association of Advertising Agencies (AAAA) and ESOMAR (the World Association of Opinion and Marketing Research Professionals), awareness is raised about how changes in consumption can contribute to individual well-being and promote the economic, environmental and social goals of society.
According to UNEP Sustainable Consumption Coordinator Bas de Leeuw, market research is showing growth on the issue of sustainable consumption in the minds of consumers, and he sees this as "a real competitive advantage" for businesses. "Companies are increasingly held responsible for environmental and social behavior and I am convinced that expertise on sustainability will enhance the chance of gaining new business for agencies and new market shares for their clients," he said.
Sustainable consumption is consuming that contributes to individual wellbeing, and promotes the economic, environmental, and social goals of society. According to Jacqueline Aloisi de Larderel, UNEP Assistant Executive Director and Director of the Division of Technology, Industry and Economics, this does not necessarily mean consuming less. "It is about consuming differently, efficiently and promoting an improved quality of life for the benefit of all."
Launched in January 1999, the advertising project is one of several focuses of the Paris-based UNEP Sustainable Consumption. Other areas of the program include working with youth, consumer and non-governmental organisations; studying consumer trends; monitoring the implementation of policies by governments worldwide; and promoting environmental and socially responsible purchasing and eco-design.
