© Serviceplan Group 2024
Several years ago, when some Mediaplus Group colleagues began to merge their private interest in sustainability into their professions, they had to find arguments for why it makes sense to deal with sustainability in the media sector. We were often confronted with the question: What are the most significant impacts in the relationship between sustainability and media planning?
In the meantime, the situation in the market has changed fundamentally: The majority of consumers think it’s good that companies place their advertising money with media and platforms that make sustainable contributions to society. They see companies as having a duty to address sustainability in all areas of activity. New legal requirements are forcing companies to examine not only their own sustainability, but their suppliers’ too. At the same time, the Green Claims Directive is putting sustainability communication to a whole new test. The discussion about ethical journalism and ValueMedia is also gaining momentum.
The tide has turned: Never before has the call for media to behave in a sustainable and responsible manner been so loud. In our role as media consultants and business partners, we are driven by the question: "How can or should companies and brands behave in this situation? The Mediaplus market initiative "Sustainable Media Planning" has been addressing this question for more than 5 years. As an integral part of #THEGOODLINE, the Serviceplan Group's sustainability offering, we show how sustainable media could look in the future.
Let's talk about... Sustainability!
The range of topics here has grown considerably: legal requirements, opportunities for sustainability communication, consumers’ views, addressing sustainable target groups... Let’s talk about your individual questions or use our Sustainability Circle to exchange ideas with other companies. Our sustainability team is looking forward to hearing from you!
Sustainability Circle
Become part of our sustainability network - the Sustainability Circle. The core of the network is the monthly Sustainability Circle Talk, where we network via MS Teams, learn from each other and inspire each other. In the exclusive member area we exchange relevant studies and info links. With the Sustainability Circle, we are pleased to open a virtual space where we jointly develop the topic of "sustainable media" for our industry. Would you like to shape a sustainable media future with us?
You can access the members' area directly via the link below.
Not a member yet? Join the circle - we look forward to meeting you!
Members' area Sustainability Circle Registration
Impulse talk
Sustainable media has many facets. Whether you have specific questions or would just like to get an overview, in a personal discussion we will bring you up to date on all aspects of sustainable media – digitally, or on site in Munich. The focus is on legal issues, addressing sustainable target groups, designing sustainable media campaigns, ethical journalism - or your individual questions.
We look forward to an exchange with you: Which KPIs should reflect sustainability? How should briefings be redesigned? Are additional costs for sustainable media worthwhile? How important is sustainability to your target group?
Would you like to discuss these and other questions with us? Then register in our contact form or contact us at nachhaltigkeit-mediaplus@house-of-communication.com.
Sustainable Media Solutions
In addition to sustainability consulting, more and more of our clients want concrete product and planning offers that support them in the implementation of their sustainability goals. According to our clients' assessment, the guiding principle in the development and provision of our products is:
"Reduce first and then compensate!"
Here you can find information about our sustainable product range:
Sustainability Insights
Green Consumer
Sustainability is a key topic of the day and is gaining increasing relevance in purchasing. Nevertheless, when it comes to sustainable purchasing decisions, a discrepancy between attitude and behavior is often present. People say sustainability aspects are important to them when buying, but they ultimately act differently at the point of sale. This is partly because they are not willing to pay a premium for it, and partly because they don’t know to what extent the products are actually sustainable. This is why it’s important for brands to analyze their target groups precisely and work out gradations. Sustainable buyers are not all the same. The range goes from the mainstream, who occasionally buy organic products on sale, to people who care strongly about environmental protection and are actively engaged.
Brandroadshow 2023: The turning point of marketing - sustainability
Best Brands win with sustainability
71% of consumers consider climate change to be a serious problem. 90% of consumers want to buy sustainable products. Sustainability is crucial for emotional brand loyalty and thus for success in the market. This is proven by this year's Best Brands Awards winners. Whether Lego, Bosch, DM Drogeriemarkt or Nivea: the top spots in the ranking of the 500 most important brands in Germany have oriented their brand policies towards sustainability.
According to a Serviceplan survey exclusively for the Brand Road Show (BRS), three quarters of CMOs in the DACH region (Germany, Austria. Switzerland) had sustainability marketing as the highest priority. However, almost 70% of the CMOs surveyed still see a great need for catching up and consulting in this area in their companies. Sustainability, the speakers concluded, only works holistically. It requires a reorientation in four dimensions: Target groups, media strategy, communication content and marketing organization. The BRS always shows approaches to solutions based on best cases.
Climate Neutral
Sustainability offer
Let's get in touch with us!
Nathalie Diethelm & Pascal Fröhli
Mediaplus
Let's get in touch with us!
