Advertising to CSOs requires a unique approach

Due to increasing scrutiny over environmental claims and the potential for greenwashing, it is crucial that all communications are backed by solid, verifiable evidence and address relevant material issues. It’s important to maintain transparency and authenticity in all disclosures and discussions, ensuring that claims about sustainability are both accurate and reliable.

In the sustainability space, it's easy to focus on the problems and challenges; however, CSOs are naturally optimistic. They imagine the world as they hope to shape it, expressing positive short-term and long-term prospects for both the environment (52% | 290i) and economy (66% | 219i).

CSOs seek partners that embody specific traits. They prefer brands that are youthful or future-oriented (23% | 303i), exclusive or innovative (31% | 239i), and bold (29% | 214i). Choosing partners that will enhance their image/reputation (33% | 280i), foster community engagement and dialogue (17% | 221i) and support relevant charities (41% | 170i).

CSOs consume more media, both digital and traditional, compared to the average person. They spend substantial time with print press (3.6x avg), podcasts (2.4x avg), radio (2x avg), social media (2x avg), and online press (2x avg). For discovering new brands, they rely on virtual reality environments (43% | 135i), public transport/out-of-home advertising (23% | 540i), content marketing such as blogs/vlogs (20% | 294i), and podcasts (22% | 294i).

Given the messages and channels CSOs depend on, premium publishers like National Geographic (48% | 258i), Time (37% | 241i), and The Economist (24% | 299i) appeal to this audience. Consider establishing direct relationships with these partners to create premium experiences for this audience. They can often provide creative and high-impact omni-channel packages that offer value without stretching your budget.

Source: Global Web Index, Fast Company