Our Climate Reality Demands Radical Action From Brands

Advertising's central goal has always been to convince people to buy more stuff. But as the world hurtles toward environmental catastrophe, brands and advertisers have a crucial role to play in transforming the global economy to adapt to and mitigate the effects of climate change. Consumers endure a daily onslaught of advertisements arguing that simply buying a certain product could mean the difference between a planet devastated by climate change and a lush, thriving ecosystem. But overconsumption and constant growth are incompatible with the kinds of changes it will take to fully address climate change. “Markets create incentives for companies to grow ever larger. That means selling more products,” said Aron Cramer, president and CEO of sustainable business group BSR. It also means “using more natural resources and creating more carbon emissions. That absolutely has to be decoupled. And we're very far away from that right now.” Leading brands must immediately transition away from activities that harm the environment, experts say, and agencies must shift their efforts toward real climate action. Marketers need to understand what’s at stake and avoid misrepresenting brands' actions to woo eco-conscious consumers. Instead, they must take an honest look at what companies can do to mitigate global warming and advise them to take major steps toward that goal. Adweek’s 2022 Sustainability Stars represent brands leading systemic change in their industries to cut emissions and reduce environmental impact. Ørsted, for example, transitioned from being an oil and gas company to 100% green energy, harvesting solar and wind to supply power to 15 million people. BlocPower is bringing emissions-free electricity and HVAC systems to old buildings. And Einride aims to electrify and automate road freight. Analysts note the world is currently on track for levels of warming that would devastate regional ecosystems and irreversibly change human life. This week, the Intergovernmental Panel on Climate Change will release a report describing what global leaders must do to help mitigate those impacts. Scientists and observers expect the report to call for drastic changes to global economic systems to reduce emissions and pollution. Words vs. action Against the stark reality of that backdrop, consumers are looking to make more sustainable decisions about what they do and buy. But despite the alarms climate scientists are sounding, just 22% of b-to-c marketers plan to increase their focus on sustainability in product development, branding and messaging over the next year, according to Forrester’s 2022 marketing survey. “We've often thought that political leaders are the ones with platforms on questions like climate change,” Cramer said. “Well, companies have that platform also.” While consumer preferences are driving brands to incorporate more sustainable practices, most brands' actions are falling short of what it will take to slow climate change. Innovating to save the planet Instead, brands must rethink their entire approach. Unspun, one of this year’s Sustainability Stars, exemplifies the level of innovation needed to make a meaningful difference. The brand uses 3D body scan technology to make custom jeans while eliminating inventory waste and reducing waste from fabric cuttings. Rather than grandstanding and touting minor decreases in emissions or pollution, the brand is reinventing the entire apparel production process. With increasing attention on the climate crisis, brands are operating in an environment characterized by more skepticism of green promises than ever before. “If you're making claims that don't hold up that well in that context, that seems like you're really wasting your time,” said Melissa Aronczyk, professor of journalism and media studies at Rutgers University. “It's going to damage your reputation. And if the whole reason you're doing the sustainability stuff is to improve your reputation, maybe that's really part of the problem.” Redefining purpose Climate-focused advertising network Purpose Disruptors aims to reshape the industry and make climate action its central focus. It has developed concepts like “advertised emissions,” an estimation of how an uplift in sales due to advertising leads to more greenhouse gas emissions. “As the ‘architects of desire,’ we, as the industry, have a massive influence through the creative work we choose to put into the world,” said Jonathan Wise, co-founder of Purpose Disruptors. “At the moment, that's mainly around driving consumption.” If brands want to prove they see sustainability as more than just a buzzword, they will have to implement fundamental changes to their business practices immediately. Adweek’s Sustainability Stars are leading the way with innovation, and major brand leaders would do well to follow suit. “Start really making some big changes in your company and then advertising those big changes—not just doing this kind of tinkering around the edges,” Aronczyk said. With climate activists setting their sights on the ad industry, “the drumbeat is getting louder and louder."

Sustainability News

Our Climate Reality Demands Radical Action From Brands, Not Meager Promises

Adweek's 2022 Sustainability Stars aim to chart a path forward for their industries at a dire time for the planet

Kathryn Lundstrom

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Kathryn Lundstrom