The adoption of sustainable practices in the out-of-home (OOH) advertising industry has long been a concern, but progress remains worryingly slow. Despite increased awareness over the last decade, efforts to integrate sustainable solutions have largely stalled, leaving the industry struggling with significant environmental challenges.
Santosh Nair, Director Kromodyne (KDS), sums up the state of affairs: “The status of sustainable printing in the OOH space is deplorable.” According to Santosh, stakeholders across the ecosystem often advocate for sustainability in principle but fail to achieve it Translating beliefs into meaningful actions. This inertia is evident at multiple levels, from state governments to brands, and highlights the need for systemic interventions.
Regulatory bottlenecks and stakeholder responsibility
One of the main obstacles to sustainability in OOH printing is the lack of regulatory requirements. Santosh emphasizes: “Regulatory guidelines must be passed on to the system so that all stakeholders adhere to the idea of sustainability.” Without clear guidelines, sustainable practices remain of secondary importance to many stakeholders who continue to favor low-cost but environmentally harmful materials such as PVC.
Education also plays a crucial role. Santosh stresses that international brands need to get directions from government authorities to ensure that they stop practices like PVC dumping in India. Aligning the efforts of state governments, industry associations and brands is critical to creating a unified push toward sustainability.
Encouraging signs and ongoing challenges
Recent developments in states like Kerala provide a glimmer of hope. The state's aggressive sustainable agenda has raised awareness among agencies and brands, prompting some to adopt eco-friendly practices. Santosh notes, “While we have been consciously working on creating awareness about sustainable solutions through various forums for some time now, the efforts are paying off as some agencies have started working closely with their brands.”
However, the transition is far from complete. Plastic panels, popular for their cost-effectiveness and ease of use, continue to dominate the market, despite emerging alternatives such as paper-based panels and compostable materials. Although materials like polyethylene (PE) are recyclable, they are not truly biodegradable. “True sustainability comes when materials are truly compostable or easily recyclable for multiple purposes,” emphasizes Santosh, pointing out the gap between current practices and ideal solutions.
Find the balance
Achieving sustainability in the OOH industry requires finding a “sweet spot” where cost, impact and biodegradability converge. Santosh is aware of the challenges but remains optimistic about the potential for change. Collaboration between stakeholders, coupled with robust regulatory frameworks, can pave the way for a greener OOH ecosystem.
The way forward
To accelerate the adoption of sustainable practices, the OOH industry must prioritize the following actions:
1. Enforcement of regulatory requirements: Clear guidelines from state and central governments can ensure compliance with sustainability standards across the industry.
2. Educating stakeholders: Awareness campaigns targeted at brands and agencies can increase demand for eco-friendly materials.
3. Investing in research and development: Innovating low-cost, biodegradable materials suitable for large-scale use is critical.
4. Joint efforts: Industry associations must lead initiatives to set sustainability standards and promote best practices.
The path to sustainability may be fraught with challenges, but as Santosh's insights show, the industry has the tools and drive to transform. Through a shared commitment to environmental stewardship, the OOH sector can pave the way to a more sustainable future.