Climate Change: From Apathy To Action
The global climate crisis is a problem of today, not the future. And while businesses like to talk sustainability, due to lack of knowledge, greed or denial, very few walk it. But there is hope on the horizon, to empower individuals to take more action. Remember Al Gore’s An Inconvenient Truth? Well here’s a disturbing fact - that was released in 2006. That’s right, 16 years ago. And it now seems we have landed precariously close to the future we have feared for some time.
And I blame apathy.
A career in marketing has made me deeply skeptical of the term sustainability, or rather those that use it. Not disputing the huge number of people and organisations that work tirelessly to preserve the planet, but my experience is more often than not limited to words used to satisfy the needs of the corporate status quo, that make us feel like we’re doing good, while our real world behaviours exist in stark contrast.
This is not because we’re bad people. Lack of knowledge and confusion play a part but for the most part we’re drinking our own kool aid in believing that our companies, or the ones we work with are doing more to protect the environment than they are.
Recently the marketing fraternity couldn’t help but share the revolutionary news of Yvon Chouinard transferring ownership of his company, Patagonia, to fight climate change. I was one of them. But take my word for it, as you are reading this, many of those same people are grinding their supply chain, teams and agencies into a stupor as a bumper Black Friday and year end sales period looms. And you can’t blame them - their livelihoods and incentives are linked to one objective, to sell more.
The truth is we’re more attached to the idea of sustainable practice - less the business of it, largely because we struggle with the word, ‘how?. And I get it, that feeling of how much influence one can really have on an organisations operation, especially one that has substantial scale or relies on unsustainable supply chains and practices in order to report profits to shareholders, and keep those generous salaries, benefits and bonuses coming.
So board level blocks, very little legislation or governance and virtually zero accountability creates a culture of mass apathy, and often hypocrisy.
“The truth is we’re more attached to the idea of sustainable practice - less the business of it, largely because we struggle with the word, ‘how?. And I get it.”
But there is hope on the horizon. Because in the last few weeks there have been some significant shifts and changes from within the industry that are not just good news for the climate, but breeders of hope, and instigators for action for all of us, in everything we do, in every single one of our organisations.
In a world where so many of us want to do more, but aren’t sure how, a group of courageous changemakers are using new frameworks, legal practice, technology and innovation to pave the way for immediate impact, action and accountability.
This is inspiring, because it’s shifting our perspective of what each of our individual roles in tackling this crisis can, and need to be.
So I thought I’d share a few of these initiatives and projects, of which I’m sure there are more, so if you know of some please share and I will publish them.
My intention is to raise awareness of changes and shifts that we can implement, that could have large scale implications. When reading them think about these in the context of what you do - how could these set the example for changes you can implement in your business, job and life.
These have given me hope that we can do more, ask more questions and be less apathetic in our business practices to build and manage organisations that take us into a more sustainable future, even if it’s not a convenient one.
Nuevo - building the world’s most purpose driven agency.
Advertising is a $700b industry.
While that statement may not shock you, this one likely will; Advertising has a bigger carbon footprint than the global aviation industry and this is showing little sign of slowing down.
Sustainability is one of the most important discussion points surrounding the industry, but unsurprisingly there are only a handful of organisations willing to address, invest and take action to ensure a better and cleaner future.
Nuevo is a UK based creative agency with a difference. They work with brands, companies and individuals as a creative partner, offering net zero marketing, or become a consultative partner to help dramatically reduce marketing footprint.
Even the term ‘marketing footprint’ is probably causing questions. Well it’s estimated that each film production is responsible for melting up to two soccer pitches of Arctic ice. It’s just something we don’t pay attention to, but we can.
Are you questioning your marketing footprint, or that of your agency partners? Have you even considered it?
Faith in Nature Puts Nature On It’s Board
Faith in Nature are an award winning natural beauty product business producing, body, skin, baby and home care products that are an ethical, cruelty-free alternative to mainstream products.
But more importantly, they’re the first company in the world to appoint Nature to its board of directors — legally recognising the Rights of Nature and giving Nature a vote and a voice on the decisions that impact it. Which, let’s face it, is every business decision.
That’s why this matters. Because it’s something every business can do. Imagine a future where Nature has a voice in every boardroom of every business on the planet.
Would the business you work for consider this? And if not, why not?
France Bans Advertising of Fossil Fuels
Announced on 22 August, the legislation prohibits advertising for all energy products related to fossil fuels such as petrol products, energy from the combustion of coal mining and hydrogen-containing carbons. Adverts for natural gas are still allowed for now but new rules are set to be introduced in June next year.
A similar set of regulations was introduced in Amsterdam last year. The Dutch capital became the first city in the world to prohibit ads from fossil fuel companies as well as those from the aviation industry.
Are you facilitating the growth and promotion of fossil fuel businesses in your business?
Clean Creatives is an initiative that brings together leading agencies, their employees, and clients to address the ad and PR industry’s work with fossil fuels, with the objective to cut ties with fossil fuels, not take their money and then sit down with the biggest polluters on the planet.
The Clean Creatives pledge is the best way to show you are committed to a future for the creative industry that doesn’t include promoting pollution, by stating you will decline work with agencies that retain fossil fuel industry clients.
To date Clean Creatives has mobilized over 400 agencies and 1000 individuals who have taken the pledge to not work with fossil fuels, including brand commitments from Everlane, Gentleman Farmer, and S’well.
But there is a huge amount of work to be done. A recent F-List report exposed over 230 advertising and PR agencies working with the fossil fuel industry developing global strategies used to greenwash by corruption, lobbying and slick communications campaigns.
Would you sign the pledge? Would your agency?
