The outdoor advertising industry is undergoing a shift towards sustainability, with brands and clients seeking eco-friendly alternatives to traditional PVC flex materials. Sivabalan Thangavelu, director at Miraai Advanced Composites Pvt Ltd, highlights the opportunities and challenges in this space. The demand for fabric-based materials is rising due to their sustainability, light weight, and aesthetic appeal. However, the transition is hindered by the dominance of PVC flex in the market and the lack of awareness about alternative materials.
Sivabalan emphasizes the need for regulatory support, citing the importance of government intervention and circular supply chain systems to encourage sustainability. Without such systems, sustainability efforts will remain unsuccessful. He outlines a roadmap for sustainable OOH advertising, including developing eco-friendly materials, promoting environmentally friendly inks, and establishing closed-loop recycling systems.
Sivabalan also stresses the importance of education and collaboration to overcome resistance and make sustainable practices more accessible and cost-effective. The industry must work together to achieve sustainability goals, investing in green technologies and fostering a circular economy.