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Sustainability: let’s communicate with authenticity and conviction!

Radio ads: how to combine sustainability and credibility?

RMB, together with NRJ, RTBF, and LN RADIO, has conducted a benchmark study on the credibility of radio campaigns with a sustainable purpose in the south of Belgium. Led by the Bubka agency, this research complements a similar study by VAR, the VRT’s advertising agency, in the northern region. The result: a national-level analysis, comparing insights from French- and Dutch-speaking audiences.

Radio is definitely a powerful tool for promoting sustainability! Some campaigns stood out, leaving a positive mark on listeners. Yet, there is still work to do to boost overall credibility.

You are a brand or service that champions sustainability? You are selling an eco-friendly product? Make your message count. Get together with RMB and leverage these insights to maximise your impact.

The power of social norming

VAR and RMB teamed up to study radio spots with a sustainable theme, exploring how social norming influences the shift toward more committed behaviors.

Real change will happen when sustainability will become second nature, woven into the unspoken rules that guide our daily lives. Once it will be part of these social norms, then people will naturally adopt behaviors that protect the planet, support a thriving economy, and strengthen social fairness.

Simply put, the more common sustainable actions become, the more they are embraced. And media and advertising play a key role in shaping these norms through powerful communication.

13.8%

Share of sustainability-themed radio campaigns perceived as credible (South)

7.3%

Share of sustainability-themed radio campaigns that motivate consumers (South)

9.7%

Credibility rate of commercial radio spots (South)

A closer look at RMB’s study

RMB teamed up with the Bubka agency and Professor Dr. Gino Verleye (Ughent, IMEC, VUB) to dive deep into its radio partners’ networks.

The aim? To pinpoint the key factors that shape the credibility of sustainability-driven campaigns. The study also sought to arm sustainability-minded advertisers with valuable insights to create campaigns that truly resonate. To do so, 75 radio ads from 10 different industries were analyzed using a scientific approach.

The results show that the share of campaigns positioned as ‘sustainable’ and perceived as credible is still relatively low. Cultural differences between the north and south of Belgium play a significant role in shaping how these campaigns are perceived. Additionally, perceptions vary based on whether the campaign is commercial or non-commercial, or on the advertiser’s industry.

Other key results

  • Share of sustainability-themed radio campaigns perceived as credible:
    • 13.8% South
    • 9.7% North
  • Share of sustainability-themed radio campaigns capable of motivating consumers:
    • 7.3% South
    • 6.7% North
  • Credibility rate of radio spots is higher for non-commercial campaigns (South):
    • 9.7% commercial spots
    • 18.3% non-commercial or public interest spots
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