The Greenprint - System1 Group

Moderated by Jon Evans, System1’s Chief Customer Officer and host of the Uncensored CMO podcast, the webinar featured Kate Waters, Director of Client Strategy and Planning at ITV and Richard Shotton, Founder of Astroten and author of The Choice Factory, as well as Robbie Black, Head of Brand Communications and Omnichannel Marketing at M&S Food.

"Effective environmental narratives in advertising play a vital role in inspiring long-term change. The Greenprint serves as a guide on how to captivate audiences and encourage them to step up to the climate challenge. In it, we explore the opportunity that effective environmental advertising presents, where the benefits are tangible for our planet, consumers, and brands themselves."

Jon Evans Chief Customer Officer, System1

Download the report

Did you know that, over the past three years, only 8% of UK TV ads featured an environmental message? And that among those, most focused on behaviours which don’t have much positive impact on our planet?

There’s huge opportunity for the industry to drive meaningful change and with The Greenprint, we wanted to provide an actionable guide on how.

Together with ITV and behavioural science expert Richard Shotton, we analysed 1,000 ads from the past three years to identify the challenges and opportunities for brands wanting to step up to the challenge.

Here’s what you can expect from the report:

Six actionable themes on how to drive both emotional engagement (good for brands) and behaviour change (good for the planet)
The most useful behavioural science principles to leverage when addressing the climate crisis
Best-in-class examples of effective green ads

Fill in your details to access the research.