{"id":588,"date":"2022-06-03T11:13:00","date_gmt":"2022-06-03T09:13:00","guid":{"rendered":"https:\/\/contentrepublic.be\/?p=588"},"modified":"2022-11-03T13:50:23","modified_gmt":"2022-11-03T12:50:23","slug":"do-you-speak-sustainability-how-fluent-is-your-native-advertising","status":"publish","type":"post","link":"https:\/\/contentrepublic.be\/en\/do-you-speak-sustainability-how-fluent-is-your-native-advertising\/","title":{"rendered":"Do you speak sustainability? – How fluent is your native advertising?"},"content":{"rendered":"\n

No longer merely trendy<\/h2>\n\n\n\n

Inequality, climate change, biodiversity\u2026 Our world is facing extreme challenges, and sustainable development is on the radar for more and more people. <\/p>\n\n\n\n

If sustainability was once viewed by some as merely \u2018trendy\u2019, it\u2019s now a given, no longer a \u2018nice to have.\u2019 Companies with an eye to the future must therefore shoulder responsibility, and take an increasingly active role.<\/p>\n\n\n\n

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The 400-plus participants in the first edition of our programme Take The Lead Sustainability Management<\/a>, a unique collaboration between Mediafin and the Vlerick School of Business, demonstrate this increasing engagement.<\/p>\n<\/div><\/div>\n\n\n\n

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2021 – the wakeup call<\/h2>\n\n\n\n

2021 saw unprecedented climate disasters around the world. There was widespread flooding in northern Europe, washing away cities and lives, while raging fires in the south burned through precious ecosystems. <\/p>\n\n\n\n

Our continent also faces a crisis due to the energy sources we use, with rocketing prices. As UN Secretary-General Antonio Guterres said during COP26, \u201cOur addiction to fossil fuels is pushing humanity to the brink. We face a stark choice: Either we stop it – or it stops us. It\u2019s time to say: enough.\u201d <\/p>\n\n\n\n

Walking the talk to a more sustainable future<\/h2>\n\n\n\n

This is leading many companies to make the shift towards a more sustainable future. An article in the Harvard Business Review<\/a> highlights that, \u2018Virtually all of the world\u2019s largest companies now issue a sustainability report<\/a> and set goals; more than 2,000 companies<\/a> have set a science-based carbon target; and about one-third of Europe\u2019s largest public companies have pledged to reach net zero<\/a> by 2050.\u2019<\/p>\n\n\n\n

That may sound promising, but is it enough? How can you find your voice in the sustainability space, and tell your organization\u2019s story in the right way? Many people are sensitive to \u2018Greenwashing\u2019 – where companies claim to be more sustainable than they are, often resulting in reputational damage.<\/p>\n\n\n\n

Native advertising \u2013 ads that blend naturally into the editorial ecosystem \u2013 are an alternative way to showcase companies’ moves towards a more sustainable future. Hyper-relevant content is offered to audiences attuned to environmental issues, in an authentic, educational and entertaining manner.<\/p>\n\n\n\n

Let\u2019s look at four inspiring sustainability examples utilizing native advertising:<\/p>\n\n\n\n

\u2018A New Vision for Plastic\u2019 – Veolia in the New York Times<\/h3>\n\n\n\n
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In \u2018A New Vision for Plastic\u2019, the transnational waste management company Veolia asks if the circular economy can transform our relationship with plastic. The \u2018paid post\u2019 is an extravagant native ad<\/a> demonstrating how plastic can be transformed from a damaging source of pollution into a precious resource. The dynamic eye-popping graphics bring the subject to life, and provide compelling reasons for change.<\/p>\n<\/div><\/div>\n\n\n\n

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Planet Pioneers – Rolex in WIRED<\/h2>\n\n\n\n
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In Planet Pioneers<\/a>, a partnership with the Rolex Perpetual Planet initiative, WIRED magazine highlights individuals and communities working on pressing environmental challenges. It\u2019s a series of informative reads which convey high credibility from a mainly scientific viewpoint.<\/p>\n\n\n\n

Start to Shift – KBC in De Tijd <\/h3>\n\n\n\n
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