industry Insights
Explore the ideas that win hearts and minds, and connect to what matters.
Winning Sustainable Attention: Why Most Green Ads Fail (and How to Stand Out)
Most green ads fail, not because they lack creativity, but because they win attention without building the right associations. In a digital world where 85% of ads don’t even last 2.5 seconds in memory, eco-friendly brands can’t afford to just inspire warm feelings. To shift behaviour, you need more than a message, you need a mental shortcut that makes your brand the obvious choice at the moment of decision. At Strat4, we call this the “Attention + Association” formula for sustainable brand growth.