Sustainability Is Also Seen – How OOH Reaches the Conscious Consumer

Sustainability is no longer a nice-to-have — it's an expectation. Today’s consumers want brands with purpose, and they want to see that purpose in action.

Out Of Home (OOH) advertising offers a unique opportunity to communicate that message where it matters most: in public spaces, during real-life routines, in the places where decisions and impressions are made.

According to Kantar, 22% of global consumers are already shifting their purchase behavior toward more sustainable options — representing a $456 billion opportunity projected to grow to $1 trillion by 2028. At the same time, how brands communicate their sustainability efforts matters. Greenwashing erodes trust. Greenhushing (remaining silent for fear of backlash) creates missed opportunities.

OOH is one of the few media channels where sustainability can be seen — literally.

With renewable-powered digital screens, biodegradable materials, non-toxic inks, recyclable banners, and urban furniture made from repurposed plastics, OOH becomes part of the message itself. And unlike other media, it has a lower carbon footprint and constant, non-intrusive visibility — which means your brand is remembered without oversaturation.

Nielsen studies confirm that well-executed OOH campaigns can significantly increase purchase intent and improve brand perception — especially when aligned with purpose-driven messaging.

At INBOUND, we help brands bring their sustainability strategies to life — visually, authentically, and powerfully.

Because sustainability isn’t just said. It’s seen. And OOH is the ideal stage to show it.