The number of people who believe the ad sector drives positive social change has increased from 34% in 2021 to 44% in the first half of 2024, according to a new Advertising Association report.
Carried out by Credos, the ‘Social Contribution of UK Advertising 2024’ report also reveals that young people are much more positive about the sector’s ability to create social change, with 50% of 18-34 year olds believing it can compared with just 28% of respondents aged over 55.
Drawing on a previous report entitled ‘Advertising Pays 8’ which identified ways in which advertising can make a positive social contribution, the study highlighted award-winning campaigns under five criteria.
These included raising awareness or money for good causes, encouraging individuals to seek help or make the change to a healthier lifestyle and promoted products or services that are good for the planet or brought people together around important cultural events, or promoted a more harmonious society.
The Advertising Association report notes that UK charity spend on advertising rose 64% from 2021 to 2023 and that raising money and awareness for good causes was the most encountered type of social contribution, with 33% of the public saying they had seen this type of advertising.
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Cancer charities were the biggest spenders at £164 million, followed by animal charities spending £117 million, while other health charities spent £112 million and children’s charities spent £72 million.
Examples of campaigns that made positive social contributions include ITV and Veg Power’s ‘Eat Them To Defeat Them’ which led to the consumption of 981 million additional portions of vegetables, Aldi donating 40 million meals through the Neighbourly charity, and sustainable pet food brand Grub Club’s Sky Zero Footprint prize-winning campaign.
“This report, which we plan to produce annually, provides fresh thinking in support of our mission to make the case for responsible advertising’s economic and social contribution,” said the association’s director of communications Matt Bourn.
“We know the public responds positively to advertising that makes a valued social contribution, so this is also a call-to-action for more campaigns which help to build the public’s trust in our work.”
Advertising Association president Alessandra Bellini added: “This report is in part a celebration of the brilliant work that is already being done, bringing together some of the leading industry awards that elevate socially beneficial work. But it is also about reaffirming the industry’s commitment to work that improves society.”
Featured image: ITV and Veg Power’s award-winning Eat Them To Defeat Them campaign
