Four in 10 believe advertising drives positive social change

People are feeling more positive about advertising’s social contribution, particularly younger generations and ethnic minority groups, with new research indicating public trust is bouncing back.

According to the inaugural report from the Advertising Association and industry thinktank Credos, there has been a 10 percentage point increase in those who see advertising as a driver of positive social change over the past three years, up from 34% in 2021 to 44% in the first half of 2024.

This rises to 50% of 18- to 34-year-olds and 58% of ethnic minority respondents, compared to just 28% of those aged 55+ and 37% of white respondents. More than half (55%) of ethnic minority respondents also agree that advertising reflects the UK’s diverse and inclusive society, compared to 45% of white respondents.

Over a third (34%), meanwhile, agree that some advertising has had a “major impact” on how they think about things, such as making more sustainable purchases (34%).

It is up to marketers to make a sustainable world a realityThis is in turn helping to mend public trust in advertising, with advertising’s social contribution now the second strongest driver of trust – behind only the enjoyment of the ads themselves.

“This report is in part a celebration of the brilliant work that is already being done, but it is also about reaffirming the industry’s commitment to work that improves society,” says Alessandra Bellini, president of the Advertising Association and Tesco’s former top marketer.

“Moreover, since the first study in 2018, social contribution has grown in importance, reflecting a wider societal shift, as consumers demand greater social and environmental responsibility from companies.”

The five categories of social contribution

The report identifies five key areas where advertising can make a social contribution: raising awareness and/or money for good causes; encourage individuals to seek help or make changes to lead happier, healthier lives; promote products and services that are good for society or the planet; bring people together around important cultural events; and promote a more harmonious society.

Of those, people are most likely to come across advertising that raises awareness or money for a good cause (33%) compared to just 19% who encounter advertising that promotes a more harmonious society. With 59% of people saying it is important that the companies they buy from actively promote diversity and inclusion, there is much room for improvement in the latter.

‘Good intentions lead to bad marketing’: Why purpose is missing the markCharity advertising is growing significantly, up 64% between 2021 and 2023, which likely explains why people are more likely to encounter advertising focusing on a cause.

Of the £872m spent on charity advertising in 2023, cancer charities were the biggest spenders at £164m, followed by animal charities (£117m) and health charities (£112m).

The report also highlights a shift towards advertising more sustainable products, with ad spend up for dairy-free products and electric vehicles, and down for traditional petrol/diesel.

Matt Bourn, director of communications at the AA, adds: “This report provides fresh thinking in support of our mission to make the case for responsible advertising’s economic and social contribution. We know the public responds positively to advertising that makes a valued social contribution, so this is also a call-to-action for more campaigns which help to build the public’s trust in our work.”