The American Beverage Association and Dubai’s Electricity and Water Authority new campaigns showcase major strides in sustainability.
Climate change is an ever-growing concern for modern consumers and corporations. As society becomes more aware of the increasing impacts and need for immediate action, individuals and brands alike are looking to their own carbon footprints to make a change- and sentiment in the travel industry is no exception. Ad campaigns from the American Beverage Association and Dubai are responding to this with messaging about their own commitments to increased sustainability initiatives.
According to Booking.com’s 2021 Sustainable Travel Report, “73% of US travelers think sustainable travel is vital” and 63% believe “people have to act now to save the planet for future generations.” With a pandemic related increase in these beliefs- 46% of respondents say “ the pandemic has made them want to travel more sustainably in the future,” it is imperative that advertisers not only commit to sustainability but communicate these initiatives to consumers. Over a third of consumers are looking to buy more sustainable products in 2022, and 40% will only buy from companies that align with their values (EY Future Consumer Index).
The American Beverage Association’s campaign, running on our Los Angeles International Airport digital screens, is making sure that their brands will continue to capture those climate-conscious consumers. This campaign is letting Los Angeles travelers know that the American Beverage Association and member companies Coca Cola, Keurig Dr. Pepper, and PepsiCo are designing all of their plastic bottles to be 100% recyclable. The Every Bottle Back initiative is a huge step towards reducing the overproduction of virgin plastics, and shows climate-conscious travelers that ABA brands are a safer pick towards reducing the impact of their own waste.
Dubai’s Electricity and Water Authority is also advertising their eco-friendly initiatives with JCDecaux on our digital Bridge Media Band screens. The city, which has been making major strides in sustainability, is using our impactful digital advertising network to announce their commitment to sourcing all of Dubai’s energy from clean sources by 2050 and an accompanying investment equivalent to $23 billion.
This campaign is running across 10 markets worldwide, covering major airport hubs like Saudi Arabia’s KSA, London’s LHR, DXB in Dubai, Frankfurt’s FRA, etc. Leveraging busy transit centers like these airports is an ideal way to reach masses of consumers with key messages. Extended brand exposure with strategic positioning and long dwell times allows important messages like these to make impacts as big as the messages themselves.
Sustainability in corporate policies and in advertising campaigns isn’t a trend likely to fade away, and airport advertising offers a great opportunity for companies, cities and travel brands looking to capture and retain the business of mindful travelers.