Title: Advertising in the age of climate change: redefining digital media strategies for environmental preservation

Authors: Manish Arora; Peeyush Kumar Gupta; Prashant Kumar Srivastava

Addresses: Department of Applied Arts, Faculty of Visual Arts, Banaras Hindu University, Varanasi, India ' Indian School of Design Innovation, ATLAS Skilltech University, Kurla West, Mumbai, India ' Institute of Environment and Sustainable Development, Banaras Hindu University, Varanasi, Uttar Pradesh, India

Abstract: This study aims to identify effective digital media marketing and advertising strategies that promote environmental sustainability in the context of climate change. A mixed-methods approach was used, combining qualitative and quantitative research processes. To gather information on the idea of sustainable advertising, professionals in the domains of environmental studies, marketing, and advertising have been interviewed. The evidence suggests that the use of sustainable advertising tactics significantly activates consumer behaviour and the notion of a particular brand. As a result, companies that really solve environmental issues may be more likely to receive support from customers. Sustainability-themed virtual media campaigns may, on occasion, improve consumer impression of the business, increase brand loyalty, and positively impact the environment. This observation provides an outline of the virtual media software techniques intended to raise the level of environmental sustainability.

Keywords: environmental sustainability; collaboration with agencies; eco-conscious practices; digital media strategies.

DOI: 10.1504/IJESD.2026.152052

International Journal of Environment and Sustainable Development, 2026 Vol.25 No.1/2, pp.160 - 184

Received: 23 Jan 2025
Accepted: 16 Sep 2025
Published online: 04 Mar 2026 *

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