A new report from the Advertising Association, launched today (17th July), has found that the number of people who believe advertising drives positive social change has increased by 10% in just three years, from 34% in 2021 to 44% during the first half of 2024.

The new report, titled ‘Social Contribution of UK Advertising 2024’ deep drives into best-in-class case studies from leading brands and charities, as well as curating insights on how to deliver social contributions.

“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,” explains Alessandra Bellini, President of the Advertising Association.

The research in the report identified five key areas where advertising can make positive social contributions, which are as follows:

1. Raising awareness and/or money for good causes
2. Encouraging individuals to seek help or make changes in order to lead happier, healthier lives
3. Promoting products and services that are good for society/the planet
4. Bringing people together around important cultural events/messages
5. Promoting a more harmonious society. For example: representing society in a positive way, championing diversity and inclusivity, and challenging stereotypes

Creative work driving change 

Within the report, eleven case studies from leading brands and charities bring to life the ways in which advertising can make change. Award-winning work from the likes of Vanish and Breast Cancer Now has contributed to raising awareness of worthy causes, while eBay x Love Island has helped encourage young people to engage with the circular economy and make more sustainable shopping choices.

Dove continually makes work that encourages society to broaden its definition of beauty and promote self-acceptance. ITV and VegPower’s ‘Eat them to defeat them’ campaign led to the consumption of 981 million additional portions of fruit and veg, and Aldi donated 40 million meals through the Neighbourly charity. As a result of these, and other campaigns, the report found that over a third (34%) of people agreed advertising helps them make more sustainable purchases.

The report found that UK charity spend on advertising rose an impressive 64% from 2021 to 2023. Nielsen analysis featured in the report shows that of the £872 million spent on charity advertising in 2023, cancer charities were the biggest spenders at £164 million, followed by animal charities at £117 million, health charities at £112 million and children’s charities at £72 million.

Changing perceptions of the advertising industry

The report features Credos research that shows advertising’s social contribution is bettering the industry’s reputation and driving trust. The advertising’s social contribution is the second strongest driver of public trust in advertising, after the creative quality of the adverts themselves.

The report finds that young people are feeling more positive about advertising’s ability to create social change: 50% of 18-34 year-olds believe it drives positive social change, compared to just 28% of respondents aged 55+. 58% of respondents from an ethnic minority background were likely to believe that advertising drives social change, more than the 37% of white respondents.

Matt Bourn, Director of Communications, Advertising Association, concluded: “This report, which we plan to produce annually, provides fresh thinking in support of our mission to make the case for responsible advertising’s economic and social contribution. We know the public responds positively to advertising that makes a valued social contribution, so this is also a call-to-action for more campaigns which help to build the public’s trust in our work.”