Author: Genta Shabani, Senior Graphic Designer
Environmental impact and awareness in the advertising and communication industry is significant, as businesses and consumers alike are becoming increasingly aware of the environmental challenges we face, prioritizing sustainability at all costs. Advertising has the power to shape how we think and act, driving behavioural changes, making it an essential tool for promoting environmental awareness and responsibility. With consumers—especially younger generations—demanding more transparency and ethical practices from brands, there is growing pressure on the industry to reduce its own environmental footprint and communicate eco-friendly initiatives authentically. Whether it’s through sustainable production practices, eco-friendly messaging, or promoting greener choices, advertising can play a major role in shifting behaviors and encouraging people to make more conscious decisions. When done right, it’s not just about selling a product; it’s about helping to build a future that’s better for our planet.
From a CSR perspective, many brands are shifting their strategies to prioritize environmental agendas as part of their commitment to doing good for the planet—and it’s about time! Consumers are increasingly holding companies accountable for their impact on the planet, prompting brands to integrate sustainability into their core values. They want to support brands that are taking real action. This shift involves adopting eco-friendly practices, reducing carbon footprints, and supporting environmental causes—whether through sustainable product lines, ethical sourcing, or carbon-neutral initiatives. Companies are finding creative ways to integrate environmental responsibility into everything they do. It’s not just about ticking a box—it’s about genuinely making a difference, building trust and loyalty with consumers, and showing that sustainability is at the heart of their mission. By aligning corporate goals with the imperative of sustainability, the campaign became a call for all to act—not just for profit, but for the planet, reinforcing that every step towards green energy is a step towards a healthier, more equitable planet.
Looking back on our time at Koperativa, our integrated “For Good Energy” Awareness Campaign which took 1st place for the Most Engaging Youth Activity 2022, takes on social responsibility and our yearning as individuals to give back to our planet, Earth. Renewable energy is good energy, a message our awareness campaign strives to communicate through our younger generation, who are the spirit and face of our campaign leading the change. Through this initiative, Koperativa took on a multifaceted approach—one of Koperativa’s biggest environmental awareness campaigns in scale & production value, spanning digital media and community outreach to raise awareness of the urgent need for sustainable energy solutions to protect our planet. By promoting For Good Energy’s renewable energy options, the campaign encouraged individuals, businesses, policymakers and the government to reduce their carbon footprint and actively participate not only in the local but also global transition to create a greener, cleaner and more sustainable environment. The integrated campaign included social media marketing, commercials, radio ads, promotional materials, art installations, exhibitions and media appearances contributing to more than an environmental cause, embodying a collective responsibility to protect the planet for future generations, positioning Koperativa as a leader in fostering a culture of environmental accountability and social good. This is a significant step for companies to take as marketing efforts thrive when fueled by good energy.
Everyone is doing their part, but is it enough to drive real change? What more is being done for our planet Earth? The EU’s Green Agenda for the Western Balkans is a roadmap to help the region transition to a more sustainable and environmentally-friendly future, aligning with the EU’s broader Green Deal. Launched in 2020, the agenda focuses on cutting carbon emissions, boosting renewable energy, reducing pollution, and preserving biodiversity. The agenda encourages practices like recycling, sustainable farming, and greener energy solutions, while also helping countries in the region meet climate goals. With financial and technical support from the EU, the Green Agenda aims to create lasting environmental change and promote economic growth that’s good for both people and the planet.
