Once considered just a buzzword, Sustainability has now become a core pillar in OOH advertising, driven by rapidly evolving consumer expectations. Today, brands are not only aligning themselves with net-zero commitments but are also adopting energy-efficient LED displays and recyclable substrates to meet the demand for more responsible marketing practices.
In India, the change is particularly noticeable, as sustainability becomes a key purchasing criterion. A striking 82% of Indian consumers say they’re making more sustainable choices, directly affecting brand strategies and campaign planning, reveals Gour Gupta, Chairman and Managing Director of Tribes Communication.
At Tribes Communication, Gupta views this shift as both a responsibility and an opportunity. “Our aim is to help brands design OOH campaigns that not only stand out but also reflect a more environmentally conscious approach. The OOH industry has always been about visibility, but today, it’s equally about values.”
But, one of the most pressing questions for the OOH industry is whether clients are willing to pay more for environmentally-friendly campaigns. According to Gupta, the answer is a cautious yes. “Brands with strong ESG mandates are leading the charge, investing in formats like biodegradable substrates and energy-efficient DOOH.”
Interestingly, Indian consumers appear to be on board. Studies show they’re willing to pay up to a 9.7% premium for sustainable products—an incentive for brands to align with green practices, despite the costs. Yet, Gupta concedes that smaller companies with tighter budgets may struggle unless systemic changes improve access and affordability.
Gupta believes the narrative around sustainability is shifting from cost to value. “Eco-friendly solutions aren’t just about saving the planet. They enhance brand image, build customer loyalty, and even future-proof businesses against regulatory risks.”
Citing data that sustainable products have experienced 28% growth over five years (compared to 20% for their conventional counterparts), he mentions that green advertising delivers long-term returns.