‘Without circularity, sustainability cannot succeed’

The Shift to Sustainable Practices in Outdoor Advertising 

The push for sustainability in the out-of-home (OOH) advertising sector is gaining momentum as brands face growing pressure to adopt eco-friendly practices. Sivabalan Thangavelu, director at Miraai Advanced Composites Pvt Ltd, shares insights into the opportunities and challenges of driving sustainability in this space. He stresses the need for collaboration, innovation, and regulatory support to bridge the gap between intent and implementation. 

The rise of sustainable materials 

The demand for fabric-based materials in outdoor advertising is on the rise as brands seek alternatives to traditional PVC flex. Sivabalan explains, “Fabrics are lighter, easier to transport, and visually appealing due to their premium finish. More importantly, they align with sustainability goals, making them an attractive choice for brands.” Advances in printing technology have further improved the quality and vibrancy of fabric-based advertising solutions, enhancing their appeal. 

Challenges in achieving sustainability 

Despite the growing demand, the path to sustainability is riddled with challenges. Sivabalan points out, “Many brands talk about going green, but very little gets implemented due to lack of awareness and the complexities of the OOH ecosystem.” He notes that clients often remain unaware of the available alternatives to PVC flex, and intermediaries or cost concerns lead to unsustainable materials being prioritized. 

The dominance of PVC flex in the market remains a significant hurdle. Sivabalan acknowledges its advantages, stating, “PVC flex is cost-effective, efficient, and impactful, making it the default choice for many. Competing with it is difficult unless strict regulations enforce the use of sustainable materials.” 

The need for regulatory support and circular systems 

To drive meaningful change, Sivabalan calls for stronger government intervention. He emphasizes, “It’s the government’s responsibility to regulate the use of toxic materials. However, regulations alone aren’t enough—we need a circular supply chain system that supports effective recycling. Without circularity, sustainability cannot succeed.” 

The lack of such systems has discouraged many Indian entrepreneurs from staying in the sustainability space. Sivabalan shares, “Many enter the sector with vision and innovation, only to exit due to the absence of regulatory support and market viability.” 

The way forward: Collaboration and innovation 

Sivabalan outlines a roadmap for sustainable OOH advertising: 

• Developing advanced eco-friendly materials: Investing in biodegradable and recyclable fabric alternatives is critical. 

• Promoting water-based and UV-curable inks: These environmentally friendly inks should become industry standards. 

• Closed-loop recycling systems: Take-back programs and client-led recycling initiatives can minimize waste. 

• Educating the market: Awareness campaigns about the benefits of eco-friendly printing can help overcome resistance. 

Sivabalan emphasizes the importance of working together, stating, “The industry must collaborate—manufacturers, printers, and clients—to make sustainable practices more accessible and cost-effective.” 

A sustainable future for OOH advertising 

As sustainability continues to shape consumer preferences and industry practices, innovation and regulatory action will play pivotal roles in transforming OOH advertising. Sivabalan’s insights highlight the need for a collective effort to close the gap between sustainability goals and real-world practices. By fostering collaboration and investing in green technologies, the industry can make sustainability not just an aspiration, but a standard.