You want your brand seen by thousands of people every day. But have you stopped to think, what your billboard says about your company’s values besides just your phone number?
Here at Reagan Outdoor Advertising, we’ve been putting up billboards for over 50 years. We’ve seen a lot of changes. But the biggest shift in 2026? It’s not about bigger signs or brighter lights. It’s about sustainability. Your customers care about the planet. And if your outdoor campaign ignores that, you’re missing a huge chance to connect.
This guide explains what ESG means for a billboard campaign, why it matters for your bottom line, and how we can help you get it right.
One thing nobody tells you
Your billboard doesn’t just disappear when the campaign ends.
That vinyl? It goes somewhere. Usually a dumpster. Then a landfill. Then it sits there for like a hundred years.
Not awesome, right?
I had a client a few years ago. Nice guy. Ran a little landscaping crew. Did solid work. But he was always posting on social media about saving the planet, while his old billboards were piling up in a dump somewhere.
I finally called him. “Dan,” I said, “you’re killing me. We gotta fix this.”
He just stared at me. Like I was speaking Martian.
But he listened.
We found this company that recycles billboard vinyl into tote bags. And wallets. No joke. So for his next campaign, we put a tiny line at the bottom: “This billboard becomes a shopping bag when we’re done.”
People ate it up. His phone rang more. Not just because of the ad, because of what the ad stood for.
So what’s ESG got to do with your billboard?
Everything.
- Environmental: What’s your sign made of? How much juice does that digital board use? Where does it go when you’re done?
- Social: Are you being honest with your customers? Or are you just greenwashing?
- Governance: Do you actually have a plan? Or are you just guessing?
Here at Reagan Outdoor, we’ve been around since before the internet. We’ve seen fads come and go. This ain’t a fad.
I’m telling you, the businesses that figure this out now are going to own their markets in five years.
Five ways to make your next campaign greener (without breaking the bank)
1. Keep it simple, stupid.
Our motto is “Be Bold. Be Different. Be Remembered.” But you know what’s forgettable? A cluttered mess of words nobody can read.
A clean, simple sign takes less ink, less material, less energy to produce. And it works better. Win-win.
2. Ask about materials.
Not all vinyl is created equal. Some of it is recyclable. Some isn’t. Some inks are toxic. Some are water-based.
Just ask. We’ll tell you. If your billboard company can’t answer, find another company.
3. Go digital (the right way).
Digital billboards use electricity. No way around it. But newer ones are way more efficient than the old dinosaurs.
Plus, one digital board can show a dozen different ads. That means less physical stuff being manufactured and thrown away. Less truck fuel to haul it around.
Some digital networks even buy renewable energy credits to offset their power use. Ask about that.
4. Reuse or recycle.
When your campaign ends, don’t just trash the vinyl.
There are companies that turn old billboards into:
- Tote bags
- Backpacks
- Messenger bags
- Even wallets
We can help you find them. It costs a little extra. But customers notice. And they remember.
5. Tell your story.
This is the big one.
If you use recyclable vinyl, put a little line on the sign: “Recycled after use.”
If you buy carbon offsets, say: “This ad is carbon neutral.”
Don’t be shy. Your customers want to know. They want to support someone trying to do the right thing.
What I’m seeing out there right now
I drove through Des Moines last week. Saw a billboard for a local bank. Bottom corner said “Powered by wind energy.” Small text. But I saw it. And I thought, good for them.
Another one in Sioux Falls. A hardware store. “Our signs become backpacks.” That’s smart.
Out in Vegas, I saw a huge digital board that runs on solar. Solar! On a billboard! That’s just cool.
You don’t have to go that far. But every little step helps.
Why us? Why Reagan Outdoor?
Look, there are a lot of billboard companies out there.
But we’ve been doing this for 50+ years. We’re family-owned. We’re not some faceless corporation.
We’ve got over 4,000 faces across Iowa, Minnesota, South Dakota, Texas, Nevada, Utah. High-traffic spots. Places your customers actually drive past.
But more than that, we listen.
You tell me you want a greener campaign, I’ll bend over backward to make it happen. Recyclable vinyl? Got it. Carbon offsets? Let me make some calls. Want to turn your old sign into a tote bag? I know a guy.
We’re real people. Call us. You’ll talk to a human, not a robot.
FAQs
- Is this going to cost me more?
Sometimes. Eco-friendly materials can run a bit higher. But the goodwill you earn from customers? Priceless. And energy-efficient digital boards save money over time. - What if I’m just a small shop? Does ESG even matter for me?
More than ever. Your customers are your neighbors. They see you at the grocery store. They want to support local businesses that give a damn. This is how you show them. - How do I know you’re not just greenwashing me?
Come see us. We’ll show you the materials. We’ll show you the recycling receipts. We’re not here to fool you. We’re here to help you. - What’s the first step?
Call me. Or email. Tell me you want to run a campaign that doesn’t wreck the planet. I’ll walk you through the options. No pressure. Just honest advice.
Bottom line
You don’t have to be perfect. You just have to try.
A small step toward a greener campaign is still a step. And your customers will notice.
At Reagan Outdoor, we’re ready when you are. Let’s build something that gets you seen and does a little good while we’re at it.
Pick up the phone. Let’s talk.
