Whitepaper by BVDW and IU: Sustainable media planning is often just lip service

Sustainability is also becoming more important in media planning

Socially responsible media planning is currently one of the most discussed topics in the advertising industry. The BVDW (Federal Association of German Advertising and Media) and the IU Research Center for Sustainable Media & Marketing have now published a white paper on Value Media. A key finding: Responsible media planning is still all too often an empty promise.

There is also a so-called behavior-attitude gap among media decision-makers, i.e. a gap between the attitude