AAA-EAA Joint Panel Discussion

Harnessing the Power of Advertising to Advance Social Good

The American Academy of Advertising (AAA) and the European Advertising Academy (EAA) host a joint panel discussion at their annual conferences. Moderated by the presidents of both organizations, leading experts of the AAA and EAA discuss current key issues in advertising research.

On March 7, 2025, the second AAA-EAA Joint Panel Discussion took place at the AAA conference in Pittsburgh. The session was moderated by Sigal Segev (Florida International University) and Tobias Langner (University of Wuppertal). The panelists were Lucy Atkinson (University of Texas at Austin), Colin Campbell (University of San Diego), Martin Eisend (University of Vienna), and Jean Railla (New York University). Read a summary of this exciting event here.

Introduction

There has been a growing interest in the role of advertising beyond traditional commercial objectives. Researchers and industry professionals are increasingly exploring how advertising can serve as a force for positive societal change. This interest is reflected in special issues of leading advertising journals, such as the Journal of Advertising (Journal of Advertising 2025), the Journal of Advertising Research (Journal of Advertising Research 2024; Royne Stafford 2024), and the International Journal of Advertising (Hayes & Duff 2022; Royne Stafford & Pounders 2021), which have dedicated issues to the intersection of advertising and social impact.

At its core, advertising for social good involves creating the conditions and opportunities within a society that allow people to live fulfilling and dignified lives. It encompasses not just personal well-being, health, happiness, and fulfillment—but also the broader societal well-being that ensures economic stability, environmental sustainability, safety, and social connectedness. Advertising, when carefully executed, has the power to influence attitudes, inspire action, and drive systemic changes across critical areas such as diversity, environmental responsibility, mental and physical health, economic opportunity, education, and public safety.

To explore these ideas, a panel of experts from diverse backgrounds brings insights from their research, the classroom and the industry. Through this discussion, we aim to highlight best practices, examine challenges, and explore innovative approaches to leveraging advertising as a tool to advance societal well-being.

 

 

Harnessing the Power of Advertising to Advance Social Good: Scenarios, Opportunities, Challenges, and Open Questions

Martin Eisend, University of Vienna

Martin Eisend explores the relationship between advertising, commercial success, and societal impact. He presents eight key scenarios addressing opportunities, challenges, and open questions regarding how advertising can be leveraged for positive social outcomes while mitigating negative effects. The first scenario examines advertising for social marketing campaigns. The second scenario addresses positive and negative social outcomes associated with advertising’s commercial success. The third scenario investigates how advertising can simultaneously achieve commercial success and contribute to social good. The following scenarios look at the mediating role of social outcomes in advertising’s relationship with commercial success and discusses potential positive and negative relationships as well as boundary conditions of the mediating social effects. Ultimately, the presentation highlights the importance of balancing profitability with responsible marketing practices to drive meaningful social impact.

 

 

Harnessing the Power of Advertising for Social Good: Perspectives on Environmental Sustainability

Lucy Atkinson, University of Texas at Austin

Lucy Atkinson’s research examines environmental communication and the ways it influences audience perceptions, beliefs and behaviors around sustainability and climate change. In the panel, Atkinson focused on environmental claims in advertising, focusing on greenwashing and the challenges it poses for consumers. Her discussion emphasized the role of consumer trust and credibility as an important precursor to persuasion in the sustainability segment. Consumers face an overwhelming array of advertising signals, for example in the form of eco-labels, that try to bolster environmental product claims and convey seemingly valid arguments. Many of these, however, are weak and unsubstantiated. Similarly, advertising that harnesses environmental imagery and cues is also rife with misleading or unsupported claims. For consumers, this presents a challenge to figure out which ones are legitimate and worth buying. In many instances, consumers end up rationalizing questionable green claims as legitimate and fair. As a result, consumers are often satisficers when it comes to green products, making decisions that are “good enough” and can be justified as appropriate in the moment of consumption.

 

 

The Creative Lab for Social Impact: Training The Next Generation of Advertising Creatives

Jean Railla, New York University

Jean Railla outlines a framework for teaching social impact marketing skills to undergraduate students. Her pedagogical approach is structured around five principles, grounded in the science of persuasion:

1. Go Beyond Raising Awareness: Railla posits that the sharing of information fails to elicit meaningful behavioral change.
2. Tell Engaging Stories: Emphasizing the efficacy of storytelling, she asserts that compelling narratives are more memorable and effective.
3. Meet People Where They Are: Effective communication requires a deep understanding of target demographics.
4. Create Clear Call-to-Actions: Clear, tangible calls-to-action are essential for facilitating audience participation and impact.
5. Steal from Pop Culture: Railla advocates for the strategic adaptation of successful pop culture strategies to increase the effectiveness of social impact campaigns.

Furthermore, Railla illustrates the application of these principles through the presentation of student projects that exemplify their practical implementation.

 

AI, Advertising, and Social Impact: Navigating What’s Next

Colin Campbell, University of San Diego

Colin Campbell’s research explores the intersection of artificial intelligence (AI) and advertising, with a focus on its potential to advance social good. In the panel session, Campbell discusses how AI could transform socially impactful advertising, particularly through hyper-targeting and personalized content creation. AI could enable advertisers to identify individuals’ interests in a cost-effective manner and deliver compelling messages that pull them through the consumer journey. However, AI also has the potential to present significant challenges, including concerns about authenticity, manipulation, and the emergence of AI-driven “cause bubbles” that reinforce ideological echo chambers. At the same time, Campbell notes the risks of cause fatigue and consumer skepticism, particularly as AI enables a flood of content that can overwhelm audiences. He argues that these ill effects might push the value of social media away from merely being an awareness tool to instead be an authenticity engine, helping brands foster deeper engagement and trust. Campbell emphasizes the importance of balancing AI’s efficiency with ethical safeguards and highlights the growing need for academic research to guide best practices in AI ethics and effectiveness. He also explores emerging areas for research such as AI-driven gamification for prosocial behavior and the potential for “cause hacking,” whereby AI optimizes the frequency and appeal of social messages to maximize impact without leading to desensitization.

 

References

Journal of Advertising (2025). New Challenges to Advertising: A Call for Transformation, Well-Being, and Positive Social Change: https://think.taylorandfrancis.com/special_issues/new-challenges-to-advertising/

Journal of Advertising Research (2024). How to Use the Power of Advertising to Enhance Social Good: Introducing a Special Issue on Prosocial Advertising Messages. 64 (1)

Royne Stafford, M. B. (2024). How to Use the Power of Advertising to Enhance Social Good: Introducing a Special Issue on Prosocial Advertising Messages. Journal of Advertising Research, 64(1), 1-3.

Royne Stafford, M., & Pounders, K. (2021). The Power of Advertising in Society: Does Advertising Help or Hinder Consumer Well-Being? International Journal of Advertising, 40(4), 487-490.

Hayes, J. L., & Duff, B. R. L. (2022). Introducing a Special Issue on Advertising & Corporate Social Responsibility. International Journal of Advertising, 41(2), 205–209.