Doing good isn’t just ethical—it’s profitable. Forward-thinking brands and marketers are balancing impact with commercial success, driving responsible and sustainable growth argues Channel Factory's Global Chief Strategy Officer, Phil Cowdell.

Today’s most successful brands are recognising that doing good is more than ethical, it’s profitable. Progressive marketers, agencies, and partners have been embracing a more thoughtful, balanced approach to their media and advertising. These agents of change are prioritising commercially driven strategies that also uphold brand safety, suitability, responsibility, inclusivity, sustainability, and support for responsible journalism.

Here’s how leading brands are combining profit, purpose and doing good to drive long-term performance and growth. 

1. Rethink Brand Safety for Relevance, Not Just Risk

The outdated “brand safety floor” simply isn’t cutting it anymore. While voluntary standards across platforms were well-intentioned and delivered brand safety to limit adjacency to risky and illegal content, they have caused unintended consequences, including over-blocking, lack of inclusion, and the defunding of responsible news, worsening the fake news epidemic.

Brands need to find the right balance between relevance (suitable content) and risk (unsuitable content). This doesn’t mean recklessly embracing risk, nor does it mean avoiding entire content categories due to outdated risk assessments, but rather finding that perfect middle ground that suits your brand’s purpose and needs. Ultimately, brands that embrace contextually relevant placements can build trust, demonstrate their values, and engage meaningfully with their audiences.

2. Embrace Inclusion to Drive Growth

Inclusive and representative targeting across DE&I, Sustainability and Societal issues is a proven growth driver. Just look at Procter & Gamble, which has seen half of its growth in the last three years come from audiences that were previously excluded, according to Chief Brand Officer, Marc Pritchard. It’s not about tokenism; it’s about smart targeting that resonates with diverse groups. When brands extend their reach to previously overlooked demographics, they unlock new markets and build stronger emotional connections.

By shifting from blanket exclusion to strategic inclusion, brands can reduce wasted spend, increase engagement, and build stronger, more loyal customer relationships. The numbers speak for themselves: inclusive advertising isn’t just good for society, it’s good for business.

3. Sustainability as a Performance Driver

Sustainability is no longer a luxury, it’s a necessity. Brands that integrate sustainability into their strategies are seeing measurable returns. We need to move past the audit phase, CO2 measurement of campaign emissions, to focus on avoiding wasted impressions, and amplifying strategies for better ROAS per gCO2. 

The future of advertising requires brands to consider the environmental impact of their campaigns, and those who do will find themselves securing their future. Sustainability is a win-win for the planet and your performance metrics.

4. Support Responsible Journalism and Counter Misinformation

Misinformation spreads faster than truth, and it’s a lot cheaper to produce. But while fake news can grab attention, it destroys credibility. Brands that align with responsible journalism and actively combat misinformation are building stronger, more trusted relationships with their audiences. And this goes both ways, supporting quality journalism protects your brand's integrity and in return your association with quality content positions you as a leader in the fight for truth in a world awash in false narratives. Standing for responsible media is no longer optional - it’s essential for brands that want to build long-lasting trust.

5. Using Media to Make a Positive Impact

Consumers today are increasingly holding brands accountable for their actions, not just their products. They want to know that the brands they support are making a positive impact on society. Whether it's through sustainability efforts, supporting social causes, or prioritising ethical media practices, brands that demonstrate purpose-driven decision-making are resonating with consumers. Far from being a cost burden, doing good is an investment that pays off in loyalty, trust, and, ultimately, growth.

Your Brand, Your Choice

Ultimately, it boils down to your brand, your budget, your choice. Conscious advertising isn’t a compromise; it’s a competitive advantage. Consumers expect more from brands, and those that step up will be the ones that thrive.

 The question isn’t whether you can afford to do good—it’s whether you can afford not to.