The Social Contribution of UK Advertising 2024

New report highlights vital importance of advertising’s social contribution.

The Advertising Association today launches the new Social Contribution of UK Advertising 2024 report from advertising industry think tank, Credos. Along with fresh research and insights, the report has curated and showcases work of the highest creative quality to highlight how they make a social contribution. This ‘best of the best’ selection includes eleven case studies from leading brands and charities, including eBay x Love Island, Dove, Vanish and Breast Cancer Now, that have all won awards for their positive social contribution.

As a member, you can download the report by entering your email on the right-hand side of this page.

Key findings of note include: 

• The percentage of people who believe advertising drives positive change in society has increased by an impressive 10 percentage points in just three years (from 34% in 2021 to 44% in the first half of 2024).
• This is significant, as our recent Value of Trust report shows that advertising’s social contribution is the second strongest driver of public trust in advertising, after the creative quality of the adverts themselves.
• The report also highlights five key areas where advertising makes a valued social contribution and how often the public experiences advertising within those areas.
• It curates and showcases work from leading brands and charities that are ‘the best of the best’, as all the featured brands have won awards for their positive social contribution and demonstrate work of the highest creative quality.

You can read more about the announcement here.