In this authored piece, Partho Ghose, highlights the importance of transitioning the Out-of-Home (OOH) advertising industry towards sustainability, discussing the shift to eco-friendly materials, the role of energy-efficient digital displays, and more.

As the world grapples with environmental challenges, businesses across industries are rethinking their impact on the planet. Out-of-home (OOH) advertising, once dominated by paper, vinyl, and lights, is now poised to play a crucial role in building a better, greener world. Globally, the industry has started working towards net zero goals with the singular objective of reducing the carbon emissions associated with OOH campaigns. In India, the paradigm shift towards sustainability, especially in the OOH segment has only just begun and is not without its challenges. But it is within these challenges that opportunity lies. As brands and marketers seek to align with eco-conscious values, the future of OOH must be built on responsible practices and a clear, unified vision to contribute to a sustainable future.

Here’s how the OOH industry can pivot to embrace sustainability and create campaigns that are both impactful and environmentally responsible.

The green shift – Transition to eco-friendly OOH materials

The OOH displays are typically made from PVC (Polyvinyl Chloride), a material notorious for being difficult to recycle and harmful to the environment. Today, brands and government bodies are evaluating the shift towards using recycled or recyclable materials, and there's an increased demand for sustainable alternatives such as eco-friendly fabrics and biodegradable plastics. States such as Kerala have put in place green protocols and banned the use of flex made from PVC for publicity materials and instead have been promoting the use of recyclable and environment-friendly materials.

In addition, the use of water-based inks is an environmentally friendly alternative to traditional solvent-based options and can effectively reduce the carbon imprint of printed advertisements.

We can also significantly reduce our carbon imprint with the conversion of self-regulating solar illumination systems that are specially designed for large-format OOH advertising.

Digital displays - The intersection of technology & sustainability

While digital OOH (DOOH) displays may not seem like an obvious choice for reducing environmental impact, advancements in technology are changing that narrative. Energy-efficient LED screens, which consume less electricity than older technologies; and digital billboards powered by renewable energy resources like solar or wind power are paving the way for greener alternatives to conventional billboards. Not only do these innovations reduce material usage, and reliance on fossil fuels, but they also have the potential to cut down energy consumption dramatically. In addition, implementing smart lighting systems that are timed or sensor-based, and only operate during peak hours or in response to foot traffic can help cut down on unnecessary energy use.