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Montreal, March 13th 2025 — Équiterre has released a new report exploring the powerful links between advertising, overconsumption, and ultimately, the climate crisis. Équiterre has estimated that advertising investments in Canada reached nearly $21 billion in 2023, a 33% increase since 2018.
"That’s $21 billion a year spent to make us buy more and more! To put it in perspective, that’s the equivalent of Quebec’s entire education budget. Would we invest that kind of money in something that didn’t work?" asks Julie-Christine Denoncourt, reduction at the source analyst at Équiterre.
"Advertising is the gasoline that keeps the overconsumption engine roaring. And overconsumption is the fuel behind the climate crisis," adds the expert, emphasizing that advertising is "a major blind spot" in the fight against climate change.
For this report, Équiterre conducted various analyses: an review of advertising investments in Canada, 10 interviews with advertising agencies, a survey of 1,500 Canadians, a review of over 230 advertisements, and an analysis of the regulatory framework surrounding advertising.
A Persistent Myth
One of the most damaging myths, the report reveals, is the denial of advertising’s power. Many consumers—and even advertisers—still cling to the idea that ads don’t significantly shape our habits.
"This illusion needs to be shattered. The reality is clear: ads work. They mold our desires, dictate trends, and push us to consume beyond our needs. "
- Julie-Christine Denoncourt
Previous studies conducted in France and the United States have shown that advertising investments alone have increased consumption in these countries by 5.3% and 7% respectively over a period of 30 years.
"Advertising generally presents the possession of material goods as a means to achieve happiness or a better quality of life. Since it is omnipresent and has a real influence on individuals, consumption becomes a social norm," explains Valérie Vedrines, founder of Masse Critique, president of the groupe Ecomarque, and a contributor to the report.
The Need for Regulation
According to Équiterre, advertising must be regulated to limit the impact of messages that encourage overconsumption.
"We need to amend the Consumer Protection Act (CPA) to force transparency and ban predatory marketing tactics that fuel overconsumption,"" explains Julie-Christine Denoncourt.
Examples of messages that could be required or banned :
- Requiring the display of the environmental footprint of the advertised product
- Requiring a statement promoting more responsible and sustainable consumption
- Banning messages that encourage replacing a still-functional product
- Banning the promotion of a product as a "gift" with a purchase or special offers incentivizing bulk purchases
Finally, Équiterre challenges the industry to use its power for good—to redefine social norms and push for sustainable alternatives: buying second-hand, consuming less, renting, sharing.
"The ad industry has the creativity and influence to drive real change. It’s time it stopped working against the planet—and started working for it," Denoncourt concludes.
About
Équiterre has received funding from Innovation, Science and Economic Development Canada’s Contributions Program for Non-profit Consumer and Voluntary Organizations. The views expressed in this report are not necessarily those of Innovation, Science and Economic Development Canada or of the Government of Canada.
Équiterre's offices are located on Indigenous lands that have not been ceded by treaty, which we now call Montreal and Quebec City. We recognize that Indigenous peoples have protected their territories since immemorial times and have used their traditional knowledge to guard the lands and waters. We are grateful to live on these lands and are committed to continuing our efforts to protect them. Read more »
For more information :
Anthony Côté Leduc, media@equiterre.org, 514-605-2000
