Green Advertising: Insights on Sustainability in Out-of-Home Campaigns

As businesses face mounting pressure to address their environmental impact, sustainability has become a pivotal topic in industries worldwide, including the out-of-home (OOH) advertising sector. Traditionally reliant on non-recyclable materials like PVC flex and vinyl, the OOH industry in India is gradually adopting eco-conscious practices. However, this shift comes with its own set of challenges and opportunities. 

To delve deeper into the subject, Vitesh Sharma, Country Head of the Signage and Textile Printing Business at HP India shared his insights. With extensive experience in printing solutions and a keen understanding of industry trends, Vitesh offers valuable insights into the current state and future of sustainable OOH advertising. 

Pioneering a shift to sustainability 

According to Vitesh, the outdoor advertising industry is moving away from environmentally harmful materials like PVC toward sustainable alternatives such as eco-friendly fabrics, biodegradable plastics, and water-based inks. States like Kerala have already set a precedent by banning PVC flex materials, pushing businesses to adopt recyclable options. 

“Brands should lead the way by partnering with experts and the government,” Vitesh emphasizes. He highlights the importance of collaboration to adopt greener technologies and materials. Solar-powered illumination systems for large-format ads, for instance, are one innovative way to reduce the carbon footprint of outdoor campaigns. 

Overcoming industry bottlenecks 

While the industry is making strides toward sustainability, it still faces significant hurdles. Vitesh identifies several key challenges: 

• Awareness gap: A lack of knowledge about eco-friendly alternatives hinders wider adoption. 
• Material accessibility: Sustainable materials are often unavailable in smaller cities beyond metropolitan hubs. 
• Cost considerations: The higher price of green options discourages some businesses from making the switch. 
• Time constraints: Tight timelines for campaign execution leave little room for experimenting with new materials. 

“Without regulation, there’s no way forward,” Vitesh asserts, pointing to the need for government policies to support sustainable initiatives. 

Sustainability gains momentum 

Despite these challenges, there is growing momentum for eco-friendly practices in OOH advertising. Brands with environmental, social, and governance (ESG) goals are collaborating with printing solution providers to explore sustainable options. Vitesh notes, “Sustainability has entered boardroom discussions and will soon become a central part of tactical operational plans.” 

By choosing sustainable substrates and investing in green technologies, brands not only reduce their environmental footprint but also align with the values of increasingly eco-conscious consumers. 

A vision for a greener future 

Looking ahead, Vitesh envisions a future where sustainable practices become standard across the OOH sector. He believes that proactive collaboration among brands, experts, and policymakers will play a pivotal role in overcoming barriers and driving meaningful change. 

“The outdoor advertising industry has the potential to create impactful campaigns that are not only visually compelling but also environmentally responsible,” he says. By embracing sustainability, the OOH sector can contribute to a greener, more sustainable future while setting an example for other industries.