What is required of sustainability advertising to achieve the SDGs?
With growing interest in the SDGs as we work toward achieving the 2030 goals, the role of advertising in communicating a company's initiatives and philosophy to the outside world is also gaining importance.
In this article, Koichi Kaneda, chair of the selection committee for the 'SDGs Special Award' established last year at Dentsu Inc. Advertising Awards, discusses the significance and current state of companies advertising their SDGs initiatives and engagement with society, as well as the selection criteria for the award.
The role of advertising in the SDGs era is to encourage people to participate
When companies engage with the SDGs, I believe three main approaches are crucial.
① Solving the social issues presented by the SDGs through their own "products and services."
② Reviewing and improving "business processes" to avoid environmental destruction across all activities—research, development, transportation, procurement, manufacturing, marketing, sales, and disposal—and to prevent or mitigate the creation or exacerbation of social issues such as human rights violations or legal breaches affecting local residents, employees (including those of suppliers), and consumers.
③ Supporting NGOs/NPOs, social entrepreneurs, and local communities working to solve social issues through "social contribution activities" such as donations, gifts, employee volunteering, and cost coverage, as responsible corporate citizens.
Following the adoption of the SDGs, advertising targeting not only "products/services," "business processes," and "social contribution activities," but also a company's philosophy and approach to society—its "Mission (Corporate Philosophy)/Purpose (Reason for Existence)"—has increased. Furthermore, advertising targeting not necessarily just a company's actions or philosophy, but the "SDGs themselves" or "key messages of the SDGs" has also become visible.
I refer to such advertisements as "sustainability advertising." The establishment of the new SDGs Special Award, for which I served as the selection committee chair, represents a meaningful action to widely introduce "sustainability advertising" to Japanese society, particularly Japanese companies.
The winning entries were advertisements created by stakeholders themselves to communicate social issues to the public
The SDGs Special Award selection committee comprised ten members with diverse expertise, including art directors, accountants, NGO/NPO representatives, and social entrepreneurs. They evaluated entries based on their own perspectives while adhering to the selection criteria of "idea," "commitment to the SDGs," and "sincerity" (details of the SDGs Special Award here ).
As a result, Tokai Television Broadcasting's TV commercial "Living with Invisible Disabilities." was selected as the winner. This documentary-style advertisement addresses developmental disabilities, which are often socially under-recognized and difficult to perceive, aiming to inform the public about the circumstances faced by those affected.
The 73rd Dentsu Inc. Advertising Awards SDGs Special Award
Tokai Television Broadcasting "Living with Invisible Disabilities."
https://www.youtube.com/watch?v=hFppNU0ONQo
This work received high praise from multiple selection committee members. First, regarding the "idea": the approach of having individuals with the disability themselves speak about challenges only they can understand. While this was undoubtedly very challenging, it made a direct impact on the hearts of the selection committee members.
While tackling the complex theme of developmental disabilities, it expressed "diversity" by having multiple individuals with disabilities each speak about different types of challenges they face in daily life. Furthermore, the key to solving these problems was expressed as "collaboration." "Diversity" and "collaboration" are crucial themes within the SDGs, and a genuine "commitment to the SDGs" was palpable.
Furthermore, Tokai Television Broadcasting has consistently addressed different social issues and produced advertisements over the past few years. Their sincerity in confronting social issues was highly valued.
Outline of "Sustainability Advertising"
The finalist advertisements, including Tokai Television Broadcasting's entry, presented various social issues such as "disaster response," "racial diversity," "coexistence between humans and nature," "discrimination and bullying," and "technology utilization." Here are some evaluation points from the selection committee members regarding these works.
Some judges also noted that they scrutinized ads that risked alienating certain groups. The SDGs are premised on "leaving no one behind." While conventional ads often focus on reaching specific target demographics, sustainability ads risk straying from the SDGs' intent if this focus becomes too pronounced.
Similarly, portraying social issues in an overly polished manner can also create discomfort. Here, "polished" carries a dual meaning: the visual beauty of the people or environments depicted, and the sense of a pre-determined, harmonious narrative. Real social issues often carry a certain "roughness." If this isn't expressed, the ad risks feeling hollow. Of course, as an advertising technique, intentionally aiming for that sense of dissonance is possible, but this area might be one of the key points of discussion for "sustainability advertising."
Advertising that humbles people
What I personally focused on was whether the ad has the power to make people feel humble for a moment. In daily life, people live while cherishing their own values, but when those convictions become too strong, they can start believing that any perspective other than their own is wrong and unacceptable.
When exposed to quality "sustainability advertising" at such times, encountering different perspectives or solutions—that is, diversity—can prompt thoughts like, "Maybe I should consider things more broadly and richly," or "Perhaps I should try a different approach to solving social issues."
No matter how much power companies, governments, NGOs/NPOs, and their individuals possess, if that power conflicts, it won't lead to building a sustainable society. However, if "sustainability advertising" deepens understanding of things previously outside one's own thinking, might it not spark changes in thought and action? If we can cultivate the flexibility to either "hitch a ride" on others' ideas or form complementary partnerships, it becomes a powerful force toward achieving the SDGs. Each of us humbling ourselves first creates the foundation for subsequent empathy and collaboration.
The SDGs cannot be achieved without empathy and collaboration. "Collective action" – where different sectors, and each of us as individuals, come together to tackle challenges – is crucial. Understanding the essence of social issues, learning the relationships between challenges, and then acting with humility... I have high hopes for the potential of "sustainability advertising," which can significantly influence each of these phases.
The key to production lies in focusing on social value and showcasing the company's unique identity.
Since "sustainability advertising" is still advertising, it must leverage the advertiser's strengths and deliver benefits to them. The key is creating both social and corporate value.
For example, if a company's products or services contribute to a sustainable society, featuring this in product advertising increases the likelihood of boosting sales, thereby creating both social and corporate value. Furthermore, an approach using awareness-raising ads to increase recognition of the SDGs can lead to corporate branding aimed at enhancing reputation.
This can also yield benefits such as recruiting top talent, boosting motivation among employees who see the ads, and finding new partners.
However, the relevance between the social issue addressed in the advertisement and the advertising company is crucial. If this connection is weak, it may give people a sense of artificiality or incongruity.
We are once again accepting entries for the SDGs Special Award this year. For companies planning "sustainability advertising," a key focus point going forward will be how to showcase their competitive advantage and unique identity through social issues.
Traditionally, companies have focused their activities on creating "customer value" and "corporate value." Moving forward, however, it will be necessary to adopt a mindset that targets the creation of "social value" from the outset. From there, companies must identify areas where this aligns with "customer value" and their own mission/purpose, thereby connecting it to "corporate value." This approach applies equally to advertising production.
2020 marks the "first year of sustainability advertising" in Japan. Moving forward, I look forward to the moments of humility I experience when encountering numerous "sustainability advertisements" in the SDGs Special Award selection process – advertisements that originate from the creation of "social value," particularly the value of "enhancing societal sustainability."
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