ESG in outdoor media: which city do we want to build?
The growing awareness of environmental, social and governance (ESG) issues has impacted several industries, including OOH media. This sector, which encompasses billboards, street furniture, busdoor and various indoor media formats, among others, needs to adapt to the demands of sustainability and social responsibility. Implementing ESG practices in OOH not only contributes to environmental preservation, but can also be an integral part of urban changes and solutions.
Outdoor media is part of people’s lives and is the first to be impacted, whether in challenging times, such as the COVID-19 pandemic, or in climatic chaos, such as the recent tragedy in Rio Grande do Sul, as well as in major events that change the routine of cities. We therefore need to start creating an ESG pact. On the social side, we can already see real examples of how OOH media is already working, such as the installation of street furniture, smart garbage cans, works of art in public spaces, the adoption of squares and other improvements that are incorporated into the urban landscape through outdoor media. These initiatives not only improve the citizens’ experience, but also contribute to the aesthetics and functionality of the city.
On the social side, we see that OOH already plays a vital role in promoting messages that encourage positive behavior and raise public awareness of important issues, such as public health. By addressing these issues, companies invest in social responsibility, which resonates with the community in a way that speaks to and understands the challenges of each region.
Governance is also present in OOH media actions and is focused on transparency and ethics in the operations and contracts between companies and cities or private environments, such as shopping malls or airports. For outdoor media companies, this means adopting transparent practices for contracting and maintaining advertising space, as well as ensuring that all actions comply with local regulations.
E, which corresponds to Environment, is a little more critical as it requires the participation of the entire OOH Ecosystem. Currently, there are some interesting actions that already represent progress in this field, such as the adoption of solar energy in advertising panels, thus reducing energy consumption to power digital displays. These actions not only preserve the environment, but can also reduce operating costs in the long term.
One activity that we are likely to see grow is taking on strategies to reduce and/or shrink the carbon footprint. CHICOOH+ has signed up to neutralizing the carbon footprint of its operations, and we also have a strategy for the brands/advertisers who work with us to take part in this action and opt to neutralize the carbon footprint of their campaigns.
This is a way of promoting sustainable practices in the OOH sector, reducing the carbon footprint and harnessing renewable resources creatively and efficiently.
We must be alert and think carefully to ensure a good future: adopting ESG practices in OOH can lead to a significant positive impact on both the environment and society. Sustainability and social responsibility are not only critical components for the long-term success of companies, but also essential for the future of the planet.
With a firm commitment to ESG principles, the OOH sector can become a model of sustainable innovation and corporate responsibility.
Chico Preto is CEO and Founder of CHICOOH+, the first OOH/DOOH trading desk operating in Latin America.
About CHICOOH+
CHICOOH+ is Brazil’s first trading desk. A partner of advertising agencies, media outlets and brands, CHICOOH+ offers consultancy and new communication solutions in OOH and DOOH media, standing out with market planning and artificial intelligence tools to optimize deliveries.
Francisco S. Xavier, an advertising executive known as Chico Preto in the market, with over 40 years’ experience in outdoor media, created CHICOOH+ to offer consultancy and new communication solutions in OOH and DOOH media.