The 4% Solution

Happy Earth Day.

What better way for the ad industry to celebrate it than with some self-reflection, courtesy of an analysis of the ads and media spending it puts behind messages related to the planet's -- and our own -- sustainability.

According to the analysis of provided by creative data platform CreativeX, 4% of all ads placed -- and 8% of all media spending -- over the past 2.25 Earth Years have included sustainability messages.

Whether you think that's good news or bad news, the analysis points out that this year has gotten off to an even weaker start, with the first quarter's sustainability messages falling 47% from the average it found for the two years preceding it.

"This reflects climate change being eclipsed by the cost-of-living in consumer priorities, and advertisers adjusting their messaging," the CreativeX report explains of the shift in marketing priorities.

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