Credos reveals a 10-percentage point increase in the number of people who believe that advertising drives positive social change

The Advertising Association has launched its new Social Contribution of UK Advertising 2024 report from advertising industry think tank, Credos. Along with fresh research and insight, the report has curated and showcases work of the highest creative quality to highlight how they make a social contribution.

This ‘best of the best’ selection includes eleven case studies from leading brands and charities, including eBay x Love Island, Dove, Vanish and Breast Cancer Now, that have all won awards for their positive social contribution. Amongst other key insights, the research shows that the percentage of people who believe advertising drives positive change in society has increased by an impressive 10 percentage points in just three years: from 34% in 2021 to 44% in the first half of 2024.

Credos research shows that advertising’s social contribution is the second strongest driver of public trust in advertising, after the creative quality of the adverts themselves. Also consistent with the Credos trust research, is the finding that young people are much more positive about advertising’s ability to create social change: 50% of 18-34-year-olds believe it drives positive social change, compared to just 28% of respondents aged 55+. Respondents from an ethnic minority background were also far more likely to believe that advertising drives social change than White respondents – 58% vs 37% respectively.

Alessandra Bellini, President, Advertising Association said: “This report is in part a celebration of the brilliant work that is already being done, bringing together some of the leading industry awards that elevate socially beneficial work. But it is also about reaffirming the industry’s commitment to work that improves society.”

Research conducted for Advertising Pays 8¹ identified the following five ways in which advertising can make a social contribution:

1. Raising awareness and/or money for good causes
2. Encouraging individuals to seek help or make changes in order to lead happier, healthier lives
3. Promoting products and services that are good for society/the planet
4. Bringing people together around important cultural events/messages
5. Promoting a more harmonious society. For example: representing society in a positive way, championing diversity and inclusivity, and challenging stereotypes

Award-winning campaigns from each of these five areas are highlighted in the new report.

The report notes that UK charity spend on advertising rose an impressive 64% from 2021 to 2023. Given these high levels of advertising investment by charities, it is perhaps unsurprising that ‘Raising money and/or awareness for good causes was the most encountered type of social contribution by the public, with 33% saying they often see this type of advertising. Advertising is now a vital component of charitable business models, building awareness and raising vital funding. Nielsen analysis featured in the report shows that of the £872 million spent on charity advertising in 2023, cancer charities were the biggest spenders at £164 million, followed by animal charities at £117 million, health charities at £112 million and children’s charities at £72 million.

Examples of the social contribution of the creative work highlighted in the report include ITV and VegPower’s ‘Eat them to defeat them’ campaign leading to the consumption of 981 million additional portions of fruit and veg and Aldi donating 40 million meals through the Neighbourly charity. With over a third (34%) of people agreeing that advertising helps them make more sustainable purchases, sustainable pet food retailer, Grub Club, winner of the Sky Zero Footprint Fund prize, is just one of several award-winning creative campaigns with sustainability at the heart featured in the report.

Matt Bourn, Director of Communications, Advertising Association, said: “This report, which we plan to produce annually, 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.”

Advertising Association members can download the Social Contribution of Advertising 2024 report from the AA website from Wednesday 17^th July.

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¹ Advertising Pays 8, Advertising Association/Credos (2020)