In 2024, Expect Tensions to Rise With Global Temperatures

Climate action will increase, but so will resistance

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Heading into 2024, adland is more aware than ever of its climate responsibility. The question that it must answer is where the scope of that responsibility ends. This year will be defined, in large part, by how advertisers and agencies choose to answer that question.

Some argue that agencies must cut ties with clients in high-emissions categories like fossil fuels, choosing instead to promote only low-carbon products and consumption habits. On the other hand, industry leaders insist that agencies and brands can work together toward a lower-carbon future without jeopardizing long-standing relationships with lucrative, if historically climate-harming, industries.

Underlying

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