Creative with less carbon: Why lazy ads are a climate crime
Half of the ads we see are a waste – not just of budget, but of carbon. In an industry obsessed with reach, how much of what we create is actually reaching anyone?
Carlos Jonmundsson, founder of Focus Group, explains why lazy advertising is killing the planet.
According to research from System1, presented at CRA’s Heard audio showcase last month, 50% of Australian radio ads fail to create a strong emotional connection, significantly reducing their effectiveness.
Similarly, JCDecaux’s global creative benchmarking study found that 70% of outdoor ads fail to move the needle, reinforcing the need for better creative execution. This isn’t just money down the drain; it’s a staggering waste of resources at a time when the industry’s environmental impact rivals global aviation.
In advertising, our currency is creativity. Yet, increasingly, creative decisions are driven by speed rather than strategic thinking. Short-term convenience is replacing long-term impact, and that comes at a cost – both creatively and environmentally. The result? More ads that blend into the background, failing to connect with audiences and resulting in wasted resources and missed opportunities.
