Continuing with the study of the APCP economic report, we would like to highlight investment in sustainability, the report shows that although advertisers do not pay the extra for sustainable projects, production companies do make the effort.
In this edition, the following question has been included in the questionnaire: “Of the sustainability policies applied by the production company (recycling, hiring eco assistant, carbon footprint calculator, compensation, …), what percentage has been contracted directly by the agency/advertiser? And what percentage has been contracted only by the production company?
The data is clear: 78.6% of sustainable productions have been contracted only by the production company and 21.4% by the agency/advertiser.
With these results we can see how the production companies are committed to this objective, but the reality is that they cannot do it alone, or it is much more difficult, it is necessary for all the agents that collaborate in advertising film to pursue the same objective of sustainability.
For years, the association has been supporting and playing an educational role with our production companies and the rest of the sector, either through guides, masterclasses, showing how our production companies do it, having professionals in sustainability, etc.
The aim of this question in the report is to call on the industry to join this change. We can’t look the other way, we do great campaigns but they can be even better if in every project and in every company we instil a philosophy of respect for the environment and social welfare.
