# Sustainable Out-of-Home Traditional outdoor advertisements are reimagined with a green twist. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Mar 22, 2016 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/biodegradable-billboard ## Key Figures - Trend score: 3.6/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: May 1, 2014 to Apr 1, 2017 - Published: Mar 22, 2016 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Sustainable Out-of-Home trend ### Eco-friendly advertising Brands are reimagining traditional billboards to serve an ecological purpose, reflecting back to consumers' anxiety regarding environmental responsibility. ### Living billboards Brands are incorporating living elements, such as plants, bees, fish, and seagulls, into billboards to create an immersive and interactive advertisement. ### Air filtration billboards Some brands like Toyota incorporate photocatalytic coatings to remove nitrogen dioxide from the air, promoting a better environment to live in. ## What the Sustainable Out-of-Home trend means for industry ### For 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 for Sustainable Out-of-Home Trend score 3.6 out of 10, from popularity 53%, activity 45%, freshness 8%. - Popularity: 53% - Activity: 45% - Freshness: 8% ## Examples of the Sustainable Out-of-Home trend 6 featured examples from May 1, 2014 to Apr 1, 2017. - [Urban Garden Billboards](https://www.trendhunter.com/trends/garden-billboard): This Billboard by Wildstone in London Doubles as a Community Garden (Category: Eco) Implication: The advertising industry could embrace the idea of turning billboards into functional and sustainable urban gardens. - [Air-Purifying Billboards](https://www.trendhunter.com/trends/construction-pollution): UTEC is Taking on Peru's Construction Pollution with Clever Advertising (Category: Eco) Implication: Disruptive innovation opportunities include the integration of air purifying technologies and practices to reduce construction pollution and improve worker and public health. - [Honey Bee Advertising Structures](https://www.trendhunter.com/trends/living-billboard): The Cheerios Living Billboard is Filled With 100,000 Bees (Category: Lifestyle) Implication: Opportunity for advertising agencies and marketing firms to offer unique and sustainable advertising solutions to clients. - [Air Filtration Billboards](https://www.trendhunter.com/trends/car-billboard): Toyota's "Eco-Billboard" Removes Nitrogen Dioxide from the Air (Category: Autos) Implication: Companies can leverage air filtration billboards as a unique and impactful method of brand promotion. - [Fresh Garden Billboards](https://www.trendhunter.com/trends/anti-pollution): FCB Mayo Peru's Anti-Pollution Ad Grows Lettuce (Category: Eco) Implication: The trend provides a unique opportunity for marketing agencies to design green campaigns that have a positive impact on the environment and society. - [Edible Fish Billboards](https://www.trendhunter.com/trends/outdoor-poster): This Outdoor Poster Feeds Seagulls with Edible Glue, Ink and Paper (Category: Marketing) Implication: Exploring innovative ways to capture consumer attention and create memorable experiences in advertising campaigns. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)