In a global wave of interest in sustainability, Google has entered into a partnership Drawdown laboratories, a program of Project Drawdown, to release an open-source playbook for sustainability marketing. The playbook is designed to encourage sustainability initiatives across the sector, emphasizing companies’ responsibility to reduce their contribution to carbon emissions.
Understanding sustainability trends
Sustainability, a multifaceted concept, varies by region and culture. Google’s working group, made up of members from different countries, recognized these nuances when developing the playbook. Using insights tools like Google Trends, they analyzed global cultural shifts and ongoing trends to inform their messaging strategies.
Influencing culture through creative choices
The playbook recognizes the power of marketers to influence culture and behavior. To promote environmentally conscious behavior, the team identified the importance of creative representations of sustainable lifestyle choices. They assessed Google Ads marketing assets to illustrate eco-friendly behavior and normalize sustainability.
Reducing CO2 emissions from marketing activities
Adding to the playbook, Google emphasized the need to reduce carbon emissions in daily marketing activities. One approach involves limiting travel for on-location shoots, which reduces the carbon footprint. Google wants to work with industry organizations to establish global standards for CO2 calculations in advertising.
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Promoting sustainable practices across the sector
Google encourages the industry to adopt sustainable practices by sharing their approach and knowledge. They urge companies to update agency instructions to include sustainability options and inquire about agency certifications. The company has initiated sustainability training to facilitate informed decision-making and collaboration in promoting environmentally friendly advertising practices.
As the world looks for sustainable solutions, Google’s open source playbook is paving the way for companies to embrace sustainability in their marketing efforts and push for a greener and more responsible future.
Download the Marketing Playbook here: