Sustainability in OOH: Balancing cost, impact, and biodegradability

In the quest for sustainability, the out-of-home (OOH) advertising sector finds itself at a crossroads. While global industries increasingly embrace environmentally friendly practices, OOH advertising faces unique challenges that hinder meaningful progress. Sam Patel, MD & CEO of Arrow Digital Pvt Ltd, emphasizes that for sustainability to truly make a meaningful difference in the out-of-home (OOH) advertising sector, three critical factors—cost, impact, and biodegradability—must converge. However, achieving this balance remains a distant goal. 

Market observations 

Despite widespread conversations about adopting sustainable practices, little progress has been made in the OOH space. “As far as we can see, nothing much has changed,” says Sam. Efforts to shift towards non-PVC, plastic-free, or biodegradable materials are sporadic and largely ineffective, not just in India but globally. 

One significant issue is the lack of clarity among brands regarding what sustainability actually means in this context. While many brands express a desire to embrace sustainable practices, their limited understanding of its implications hampers meaningful action. “Until brands clearly understand sustainability and actively take it forward, things will remain the same,” Sam explains. This gap underscores the pressing need for awareness creation, but the responsibility of educating stakeholders often falls by the wayside. 

Challenges and bottlenecks 

The road to sustainability in OOH is fraught with challenges. In India, some states like Kerala have banned PVC flex, but solvent-based printing continues unabated. Meanwhile, countries like China have phased out solvent-based printing, but are exporting their outdated printers and inks to India, exacerbating the problem. 

PVC flex remains the material of choice for outdoor advertising due to its durability and high visual impact in challenging weather conditions. Alternative materials like fabric are available, but they come with their own limitations. “The so-called fabric alternatives are often not 100% cotton, include non-biodegradable components, and lack the durability and impact of PVC flex,” says Sam. True cotton-based fabrics, while biodegradable, are prohibitively expensive and unsuitable for large-scale billboard use. 

Recyclable materials such as polyethylene (PE) are gaining traction but fall short of being fully biodegradable. Although some innovations, like paper-based boards and compostable materials, are being explored, plastic boards continue to dominate the market due to their cost-effectiveness and ease of use. 

The path forward 

Achieving true sustainability in OOH advertising will require materials that are either genuinely compostable or easily recyclable for multiple uses. However, cost considerations remain a significant barrier. “We need to meet at the sweet spot where cost, impact, and biodegradability come together, but we are too far away from that,” Sam concludes. 

The journey toward sustainability in the OOH sector demands collaborative efforts across the industry. Brands, suppliers, and governments must work together to foster awareness, develop innovative materials, and establish policies that encourage sustainable practices. Only then can the sector make meaningful progress toward a more sustainable future.