Sustainable digital advertising and greenwashing.

Abstract

Chapter 5, by Cownie and Rutherford, examines the complex relationship between digital advertising and sustainability. Drawing on focused research, the authors address the broader implications of digital advertising practices within global environmental contexts. They highlight the paradoxical role of advertising, which promotes overconsumption while also holding potential for fostering sustainability awareness and action. The chapter scrutinises corporate social responsibility initiatives and investment strategies aimed at systemic change. A key theme is digital literacy, emphasising the need for advertising practices to align with Sustainable Development Goals. The authors discuss the risks of greenwashing, a form of disinformation prevalent in digital advertising, exacerbated by the short-term focus of many digital platforms. They advocate for the “triple bottom line” approach, underscoring the persuasive power of digital advertising as an ally to sustainability. Practical suggestions for integrating sustainability into advertising practices are provided, alongside insights from the European Association of Communication Agencies and the Conscious Advertising Network. The chapter also highlights the importance of embedding sustainability in advertising education for future generations.