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Credos Director Karen Fraser: “The opportunity to rebuild trust is clear”
Credos new research underlines the opportunity for industry to rebuild public trust by investing in advertising which makes a clear social contribution.
Izzy Ashton
Deputy Editor, BITE CreativebriefThe decline in trust in brands and businesses has long topped the industry agenda, so it may surprise you to learn that people in the UK are relatively positive about the impact of advertising on society.
Speaking at the Advertising Association’s LEAD 2020 conference in London, Karen Fraser MBE, Director of Credos, unveiled research showing that almost half (46%) of people believe that advertising has a positive impact on society. While 42% of adults believe that advertising can help make the world a better place.
While there has been a marked decline in favourability towards advertising since 1992, Fraser believes that there has never been a better time for brands to rebuild trust consumers have in them: “the opportunity to rebuild trust is clear.”
A desire for change
The Advertising Pay 8 report explores the power of UK advertising's social contribution. Fraser was quick to point out, however, that this social contribution is “not about being worthy; it’s about making people’s relationship with brands and advertising more positive.”
“If brands can get this contribution right, they have the ability to make more of an impression,” Fraser explained, because “it’s unexpected.” The research revealed that the two main areas of concern revealed by survey participants are mental health and the environment, areas respondents believe advertisers are starting to address, but could do more in.
Notably, when the Credos team spoke to people working in the industry, 97% believe that it’s important advertising makes a positive contribution to society. Although the vast majority feel that, currently, they’re not doing enough, Fraser noted there is a “desire in the industry for further change.”
[It's] not about being worthy; it’s about making people’s relationship with brands and advertising more positive.
Karen Fraser MBE
Advertising can make the world a better place
While many industry commentators have lined up to call ‘peak purpose’ or criticise brands for ‘virtue-signalling’, the research reveals that consumers may well be less cynical. Over half (53%) of respondents think more highly of any for-profit company that tries to make a positive impact to society through advertising.
In terms of how consumers believe advertising should contribute, 45% believe that should come from raising awareness and/or money for good causes; 31% feel they should encourage individuals to seek help or make changes in order to lead healthier, happier lives; 30% think that should come through bringing people together around important cultural events/messages; 30% think it should be in promoting products and services that are good for society/the planet; and 25% believe it should be through promoting a more harmonious society/representing society in a positive way.
Fraser acknowledges that social contribution has to be balanced with agencies' bottom line. Yet the report suggests that the industry is already moving towards embracing the triple bottom line of people, planet and profit. The research revealed that agencies are already giving 3% of their time to pro bono work, which is worth around £75 million; while £1 billion of media inventory and resources is contributed. A significant investment of time and resources which underlines the power of the industry as a force for good.
Photography © Bronac McNeill
Top 10 Key Findings from Advertising Pay 8
- Advertising’s social contribution is an important driver of positive public sentiment towards advertising
- 46% of the public already feel that advertising has a positive impact on society and 42% of adults believe advertising can help make the world a better place
- The social benefits of advertising make up 40% of all positive factors driving public perceptions of advertising’s impact on society, while they also account for 38% of public favourability and 31% of the public’s trust in advertising
- 53% of UK adults think more highly of a for-profit company that tries to make a positive impact on society through its advertising
- A third of UK adults cite that advertising from for-profit companies has encouraged them to make a positive change in their own life or the lives of others
- ‘Promoting a more harmonious society’ is the most significant driver of positive public perceptions about advertising’s impact, but it is the type of social benefit less often encountered by consumers
- The public believe NGOs, Government and for-profit companies all have a role to play in generating advertising that positively benefits society
- The top three areas that the public would like to see reflected more in advertising are mental health (63%), the environment (59%) and domestic violence/abuse (58%). Industry practitioners also highlighted the environment as the key area for future focus
- An estimated £1 billion worth of billable media and advertising supports advertising that makes a social contribution each year
- The UK advertising industry spends around £75 million worth of pro bono hours on this type of work
ADVERTISING PAYS 8: UK ADVERTISING'S SOCIAL CONTRIBUTION
To download the full report, visit the Advertising Association's website
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