Brand Purpose and Sustainability in Media

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Questions and Answers

What is Mark Ritson's perspective on the concept of brand purpose?

He believes it is essential for every brand.

He thinks it is unnecessary and trivial. (correct)

He believes it should focus on social issues.

He sees it as a potential for increased sales.

According to the content, how do consumers perceive brands that promote sustainability?

Many consumers feel brands have a responsibility to promote sustainability. (correct)

Consumers think brand purpose is irrelevant to marketing.

Most consumers think brands should stick to traditional advertising.

They believe such brands should only focus on profits.

What did the 2020 global study by Zeno Group reveal about purpose-driven brands?

They do not impact consumer perception.

Consumers are significantly more likely to purchase from them. (correct)

They are often less successful in long-term strategies.

They have equal market performance as traditional brands.

What outcome did Peter Fields' research indicate about purpose campaigns compared to traditional campaigns?

Traditional campaigns yield stronger long-term effects than purpose campaigns. Signup and view all the answers

What is a key characteristic of brands that successfully embody purpose?

They demonstrate being a force for good through actions. Signup and view all the answers

What percentage of consumers believe brands should communicate their actions to meet ESG promises?

69% Signup and view all the answers

Which example is given as a well-judged campaign that resonates with audiences?

John Lewis Partnership’s Christmas campaign. Signup and view all the answers

What is a common criticism of purpose-driven marketing?

It lacks authenticity in consumer engagement. Signup and view all the answers

What is a primary benefit of using Out of Home (OOH) advertising compared to other media?

It has a larger audience reach on a one-to-many basis. Signup and view all the answers

How does the Out of Home industry contribute to local communities?

Through reinvestment of a significant portion of their revenue back to local authorities. Signup and view all the answers

What environmental initiatives have been taken by the Out of Home advertising industry?

99% of waste being recycled and use of rainwater for cleaning. Signup and view all the answers

What is a misconception regarding Digital Out of Home (DOOH) advertising?

DOOH is entirely powered by non-renewable resources. Signup and view all the answers

What specific role does OOH advertising play during the darker months?

It provides extra lighting on thoroughfares and at bus stops. Signup and view all the answers

What percentage of the UK OOH industry's energy consumption is compared to domestic appliances on standby mode?

1/50th Signup and view all the answers

Which of the following best describes the approach of media owners regarding energy consumption?

They are investing in reducing their carbon footprint. Signup and view all the answers

Which feature of some bus shelter advertising aims to enhance biodiversity?

Building bee hotels Signup and view all the answers

What significant impact does OOH advertising have on local sports initiatives?

It supports grassroots sports by generating revenue for local clubs. Signup and view all the answers

How does the Out of Home advertising industry align with the goal of reaching net zero emissions by 2030?

By transitioning to 100% renewable energy sources. Signup and view all the answers

Study Notes

Brand Purpose and Out-of-Home Media

Public perception of brand purpose is conflicted. Some believe brands should focus solely on sales, while others see marketing as a force for good.
A 2020 Zeno Group study found consumers are more likely to buy from purpose-driven brands. Conversely, other research suggests that "purpose" campaigns are less likely to produce long-term business results than traditional campaigns.
Successful purpose-driven brands demonstrate positive impact through actions rather than just statements. This includes visibly addressing sustainability, social inequality, and community investment.

Sustainability and Out-of-Home Media

Consumers expect brands to promote sustainability. 72% believe brands have a responsibility, while 69% want to know about ESG (Environmental, Social, and Governance) efforts.
Out-of-Home (OOH) media has a track record of sustainability. The majority of OOH players are using 100% renewable electricity, utilize sites powered by wind and solar, and recycle waste.
OOH has a remarkably low carbon footprint. It consumes significantly less energy than domestic appliances on standby mode. Owners switch off sites at night, and sites provide extra street lighting.
OOH contributes to community revitalization by planting living walls, rewilding areas, and implementing rainwater collection.

Community Impact of OOH Media

Advertising revenue from OOH media often is reinvested in local infrastructure, schools, hospitals, and other community projects. As much as 50% of revenue is reinvested.
OOH media owners frequently donate or lease assets (bus shelters, street furniture) to local authorities and charities.
OOH assets can support community needs. This includes free Wi-Fi, phone charging, local calls, and automated defibrillators.

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Description

This quiz explores the intricate relationship between brand purpose and sustainability in out-of-home media. Delve into consumer perceptions, the impact of purpose-driven campaigns, and the expectations surrounding Environmental, Social, and Governance (ESG) efforts. Assess your understanding of how brands can effectively balance profitability with social responsibility.