Category
Lifestyle
Assisted Choices
Trend cluster
Category
Sustainable
Out-of-Home
Traditional outdoor advertisements are reimagined with a green twist.
3.6
Trend score
Trend
What is the Sustainable Out-of-Home trend?
Sustainable Out-of-Home: As brands look for ways to prove to consumers that they share important values, many are opting for eye-catching outdoor ads that also serve an ecological purpose. With billboards that double as everything from air-purifiers to urban gardens, such campaigns suggest a contemporary understanding that business interests can no longer be considered without also considering environmental ones. In addition to highlighting the overarching nature of the health and wellness movement, this progressions speaks to the desire for brands to reflect back consumer anxiety regarding environmental responsibility.
Trend themes
Themes within the Sustainable Out-of-Home trend
Three behaviours holding the trend together01
Eco-friendly advertising
Brands are reimagining traditional billboards to serve an ecological purpose, reflecting back to consumers' anxiety regarding environmental responsibility.
02
Living billboards
Brands are incorporating living elements, such as plants, bees, fish, and seagulls, into billboards to create an immersive and interactive advertisement.
03
Air filtration billboards
Some brands like Toyota incorporate photocatalytic coatings to remove nitrogen dioxide from the air, promoting a better environment to live in.
Industry implications
What the Sustainable Out-of-Home trend means for industry
Where the trend changes the playbookFor
Outdoor advertising industry
The incorporation of sustainable and interactive elements into ads may offer an innovative and more successful way for brands to connect with their target audience.
For
Green technology industry
Companies creating products that can purify the air or contribute to a better environment can tap into the growing eco-friendly trend in advertising.
For
Food industry
Brands can take their product beyond typical food ads and create living edible billboards, engaging the target audience while promoting their fresh and natural ingredients.
Workshop question
What new approach to eco advertising could you imagine your brand rolling out?
Trend signals
Trend signals for Sustainable Out-of-Home
Trend score 3.6 out of 10, from popularity 53%, activity 45%, freshness 8%.
Popularity53%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Sustainable Out-of-Home trend
6 featured examples from May 1, 2014 to Apr 1, 2017CategoryEco
Urban Garden Billboards
This Billboard by Wildstone in London Doubles as a Community Garden
The advertising industry could embrace the idea of turning billboards into functional and sustainable urban gardens.
CategoryEco
Air-Purifying Billboards
UTEC is Taking on Peru's Construction Pollution with Clever Advertising
Disruptive innovation opportunities include the integration of air purifying technologies and practices to reduce construction pollution and improve worker and public health.
CategoryLifestyle
Honey Bee Advertising Structures
The Cheerios Living Billboard is Filled With 100,000 Bees
Opportunity for advertising agencies and marketing firms to offer unique and sustainable advertising solutions to clients.
CategoryAutos
Air Filtration Billboards
Toyota's "Eco-Billboard" Removes Nitrogen Dioxide from the Air
Companies can leverage air filtration billboards as a unique and impactful method of brand promotion.
CategoryEco
Fresh Garden Billboards
FCB Mayo Peru's Anti-Pollution Ad Grows Lettuce
The trend provides a unique opportunity for marketing agencies to design green campaigns that have a positive impact on the environment and society.
CategoryMarketing
Edible Fish Billboards
This Outdoor Poster Feeds Seagulls with Edible Glue, Ink and Paper
Exploring innovative ways to capture consumer attention and create memorable experiences in advertising campaigns.
