Michele Majidi
Researcher
Sustainability in advertising and marketing in the United States - statistics & facts
The planet is heating up, and brands are keen to present themselves as eco-friendly actors. This especially rings true in the United States, where its status as the number one economy goes hand in hand with a sizeable global ecological footprint. Amid a heightened public focus on sustainability, there is an increasing demand for companies to do their part in ensuring a more environmentally responsible future. With American consumers in key markets frequently scrutinizing the sustainability practices of brands before opening their wallets, maintaining integrity is key.
Despite marketers placing importance on environmentally friendly practices, the Federal Trade Commission (FTC) has been filing lawsuits against companies that violate their sustainable marketing protocols. In 2022, the FTC sued Kohl’s and Walmart for misleadingly promoting rayon textile products as bamboo; as a result, both companies had to pay 5.5 million U.S. dollars in civil penalties. In another high-profile case, Delta Airlines was hit by a class action lawsuit in 2023 for allegedly misrepresenting itself as the world’s first carbon-neutral airline.
Brands go all in in eco-friendly ads
Apple, which pledged to make all its products carbon-free by 2030, made headlines – and was not exempt from criticism – in 2023 when it starred actor Octavia Spencer as “Mother Nature” in an ad where she questions CEO Tim Cook on the company’s green practices. Not one to remain idle, Amazon Prime released its plant-promoting ad in early 2024 titled “Concrete Jungle.” The Seattle giant’s placement as the most polluting website in the world shows that there still is some work to do to make things greener.From green spending to greenwashing
The central role played by sustainability within companies is becoming more evident every year, with some eight out of 10 chief marketing officers (CMOs) in the U.S. and Canada viewing it as critical within their businesses. Half of American marketers also reckoned changes were needed in sustainability to keep up with generational shifts.Despite marketers placing importance on environmentally friendly practices, the Federal Trade Commission (FTC) has been filing lawsuits against companies that violate their sustainable marketing protocols. In 2022, the FTC sued Kohl’s and Walmart for misleadingly promoting rayon textile products as bamboo; as a result, both companies had to pay 5.5 million U.S. dollars in civil penalties. In another high-profile case, Delta Airlines was hit by a class action lawsuit in 2023 for allegedly misrepresenting itself as the world’s first carbon-neutral airline.
