what is the conscious advertising program
In mature markets brand growth is often elusive. And doing the right thing ethically is often seen as altruistic but impractical and uneconomic. Fortunately, we now have the opportunity to do both the right thing for brand growth as well as the right thing for under-represented communities; both of which are the right thing for a brand’s investors and stakeholders.
As brands ensure their ad messaging is inclusive - both in front and behind the camera - our Conscious Advertising Program will deliver media plans that both support diverse Creators and are inclusive of all of a brand’s potential audiences.
conscious Advertising Program
The Conscious Pillars
consumer sentiment research
53%
47%
of the survey are female
of the survey are male
68%
would prefer to buy from brands that are committed to making online environments more positive
of consumers
Click the figures to learn more
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How the advertising industry can move from chaos to consciousness
60%
Feel more positive
in a diverse and
inclusive environment
Digital expansion
Mega-media companies
Video & Ads everywhere
BUT
Risks of Fraud, Non-Viewability
& Harmful Adjacencies
Non-Viewable Ads
Fraud
Limited Ad Experience
Misaligned Content
PII & Data Risk
Limited Metrics
Chaos
C
the 3 ages of digital
Half of P&G’s recent brand growth with engaging with diverse audiences. And he argues that media delivery of a media plan should be in line with demography which, according to the last US census, 40% of the US population is diverse.
Marc Pritchard
Chief Brand Officer, Procter & Gamble
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69%
of consumers would prefer to buy from brands committed to socially conscious causes such as donating to charities or taking a stand on climate
73%
of consumers would be more likely to buy from brands whose ads are relevant to the content they’re consuming on YouTube
Conscious Pillars
Learn more by clicking the circles
DE&I
Sustainability
Civic Society
CONSCIOUS ADVERTISING SOLUTIONS
BEING CONSCIOUS IS being aware of both ourselves and what exists around us
You are more likely to notice, consider, or appraise;
to be concerned and interested
It matters because if we are (1) not conscious, or
(2) choose not to act, we are part of the problem
You are more likely to notice or realize that something is happening
It matters because if we do nothing, we condone
this ‘Era of Exclusion’
Conscious Voices Inclusion Lists
Reach-Based plans with Conscious Upweights
Conscious Creators
Branded Content
Political Advertising
*Conscious Standard Applies
Conscious Sponsorships
NMSDC
Diversity Media Credits
1
Cautious
C
Conscious
C
NEED TO COMBINE BEING BRAND SAFE WITH BEING INCLUSIVE, EQUITABLE & EFFECTIVE
TOGETHER, LET’S
UNBLOCK THE BLOCKED AND RESPONSIBLY
INCLUDE THE EXCLUDED
Industry responds with
New Policies and
Heightened Controls
BUT
Unintended consequences of Overblocking, Underfunding & Exclusion
Resolve these challenges by
being “Conscious”
Of all aspects of Creators and their Content
which responsibly unblocks the Blocked, Includes the Excluded and funds inclusive Creators
Era of exclusion
President Obama, what is
The cure for racism
President Obama, what is
The cure for racism
Era of inclusion
BLOCKED
informed inclusion
Gender & Sexual
Identity
Race & Ethnicity
Religion
Disability
Mental Health
Age
Food Security &
Water Supply
Environment
Climate Change
Green Energy
Carbon Neutrality
Rising Sea Levels
Democracy
Equality
Equity
Human Rights
Women’s Rights
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