By Rumjhum Gupta
There has been a decided and progressive shift in the advertising industry towards more sustainable practices. Industry leaders are driven to embrace sustainable innovations and brand narratives that more environment friendly. The goal: a net-zero advertising ecosystem that supports a healthier planet.
Once considered just a buzzword, Sustainability has now become a core pillar in OOH advertising, driven by rapidly evolving consumer expectations. Today, brands are not only aligning themselves with net-zero commitments but are also adopting energy-efficient LED displays and recyclable substrates to meet the demand for more responsible marketing practices.
In India, the change is particularly noticeable, as sustainability becomes a key purchasing criterion. A striking 82% of Indian consumers say they’re making more sustainable choices, directly affecting brand strategies and campaign planning, reveals Gour Gupta, Chairman and Managing Director of Tribes Communication.
At Tribes Communication, Gupta views this shift as both a responsibility and an opportunity. “Our aim is to help brands design OOH campaigns that not only stand out but also reflect a more environmentally conscious approach. The OOH industry has always been about visibility, but today, it’s equally about values.”
Who’s paying the green premium?
But, one of the most pressing questions for the OOH industry is whether clients are willing to pay more for environmentally-friendly campaigns. According to Gupta, the answer is a cautious yes. “Brands with strong ESG mandates are leading the charge, investing in formats like biodegradable substrates and energy-efficient DOOH.”
Interestingly, Indian consumers appear to be on board. Studies show they’re willing to pay up to a 9.7% premium for sustainable products—an incentive for brands to align with green practices, despite the costs. Yet, Gupta concedes that smaller companies with tighter budgets may struggle unless systemic changes improve access and affordability.
Gupta believes the narrative around sustainability is shifting from cost to value. “Eco-friendly solutions aren’t just about saving the planet. They enhance brand image, build customer loyalty, and even future-proof businesses against regulatory risks.”
Citing data that sustainable products have experienced 28% growth over five years (compared to 20% for their conventional counterparts), he mentions that green advertising delivers long-term returns.
Barriers on the green road
However, transitioning to a sustainable OOH model is not without its roadblocks. Gupta acknowledges that eco-friendly materials like biodegradable vinyl or recyclable substrates are still expensive and not easily available, which makes it hard for widespread adoption.
Retrofitting existing static sites with energy-saving LEDs or solar panels also requires a big investment and complex infrastructure.
Waste management is another gap; with limited recycling channels and few vendors offering circular solutions. Regulations vary across different states and cities, which makes it tough for brands to follow one uniform sustainability plan.
“There’s also a significant knowledge gap. Many stakeholders simply don’t know about available alternatives,” Gupta explains. “But every challenge presents an opportunity. At Tribes, we’ve built a trusted vendor network to offer real, scalable green solutions.”
But another concern is can sustainable OOH can deliver the same scale and impact as traditional formats? Absolutely, says Gupta. He cites AI-powered video optimisation and geolocation analytics as tools that allow green campaigns to not only match but exceed traditional performance.
He explains, “AI enables real-time video optimisation, adjusting pacing, colour, and narrative flow based on audience reactions, ensuring engaging and eco-friendly campaigns. Unlike traditional, resource-heavy approaches, sustainable solutions are proving to be scalable without compromising results.”
As consumers grow more eco-conscious, brands that adopt these solutions tend to connect better with their audiences driving deeper engagement. With the right tools and purpose, sustainable OOH can be both impactful and responsible.
The future: Green and data-driven
Gupta’s vision for the future of OOH in India is ambitious: a net-zero advertising ecosystem with renewable energy powering every billboard, biodegradable and recycled materials becoming the standard, and government incentives driving industry-wide adoption.
“National regulations would support this shift through policies and tax incentives. AI-driven ad optimisation would minimise energy waste, while 3D and IoT-enabled billboards would share real-time environmental data,” adds Gupta.
He imagines a future where OOH sites double as urban green spaces, featuring vertical gardens and air-purifying surfaces. “Sustainability isn’t just a way of advertising, it’s the only way forward,” he asserts.