New report highlights advertising’s social contribution

A report out today from the Advertising Association’s think tank 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.

‘Social Contribution of UK Advertising 2024’ reveals that advertising’s social contribution is the second strongest driver of public trust in advertising, after the creative quality of the adverts themselves.

The report also identifies five ways in which advertising can make a social contribution: raising awareness and/or money for good causes; encouraging individuals to seek help or make changes in order to lead happier, healthier lives; promoting products and services that are good for society/the planet; bringing people together around important cultural events/messages; and promoting a more harmonious society.

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.”

Other key findings from the report include:

• 50% of 18-34-year-olds believe advertising 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
• Over a third (34%) of people agree that advertising helps them make more sustainable purchases
• UK charity spend on advertising rose 64% from 2021 to 2023

Advertising Association members can download the full report here.