People Are Sick of Ads for Products that Harm the Planet

Earth Day might be over for another year, but consumers have a message for brands: stop promoting products and services that are damaging the planet. Fresh data shows the public is becoming increasingly frustrated with airlines, SUVs and fossil fuel companies for doing just that. A study from think tank The New Weather Institute and Badvertising (an initiative to stop brands fuelling the climate emergency) has found over two thirds of people (68%) want to see more restrictions around the marketing of environmentally unfriendly products. Car marques and holiday firms—oft critized for their contributions to global carbon emissions—were among companies a pool of 700 consumers said should face tighter advertising curbs. 45% were in favour of restrictions on ads for highly-polluting cars, while a further 33% said promotions for air travel should be restricted. The findings reflect growing levels of public concern over the climate crisis and the language used by brands to discuss it. 69% of people agreed that the term "climate emergency" was an appropriate or even understated way of describing climate change.The research did not lead respondents on particular campaigns or companies. A bigger problem than greenwashing? While greenwashing (where advertisers espouse their green credentials for marketing purposes without making any real sustainability efforts) has had its fair share of headlines this year, the New Weather Institute argued this study underscores a "bigger problem". "Ads directly promoting environmentally harmful products are everywhere—and British people are clearly not happy about it,” noted Andrew Simms, the think tank's co-director. “Promoting fossil fuel companies, SUVs and airlines in a climate emergency is like advertising cigarettes in a hospital. Not only do nearly half want to see less advertising overall, this survey reveals that a large majority of people want to see ads for polluting products restricted or ended altogether.”The survey's publication follows on from the latest climate science report from the Intergovernmental Panel on Climate Change (IPCC). For the first time, the IPCC described how greater regulation of advertising could be a valuable tool in reducing carbon emissions and improving social wellbeing. Coca-Cola Wants You to Recycle Soda Bottles. That Won't Keep Plastics Out of Your Body "There has been a background of awareness of greenwashing for some time," explained Simms. "Indeed, from one of the earlier waves of green consumerism in the 1980s, there has been a lingering skepticism about corporate green claims. He added the issue was now being "supercharged by major polluters," including airlines, making increasingly unsupportable claims about their green credentials. The New Weather Institute is already spearheading a campaign to get SUV ads banned in the UK, saying the large vehicles account for 40% of cars sold in the country. Brands align with climate goals Brands are increasingly recognizing the need to move fast and act on climate change. However, many are lagging behind on concrete commitments. Ford, Jaguar Land Rover, Mercedes-Benz, GM and Volvo were among the car firms who have backed a commitment made at the COP26 climate conference to eliminate new car emissions by 2040. However, most of the world’s largest manufacturers and a number of key countries haven’t backed the deal.As for airlines, 2021 saw the International Air Transport Association (IATA), whose 290 member airlines include almost every major carrier and move more than 80% of the world’s flyers, introduce a non-binding net-zero pledge for cutting emissions. However, critics say this is too little too late.For their part, CMOs across all sectors have admitted that they too are behind other business functions when it comes to sustainability. Last year, the World Federation of Advertisers (WFA) found that just 10% of marketers were "well advanced" in their sustainability journey, compared to 29% who said that their wider business was already at this stage. To overcome this, several major corporations including Diageo, Unilever, Ikea and Mastercard signed up to an industry-wide "Planet Pledge" initiative. The promise binds marketing teams to lead their brands’ response to environmental protections, such as offering greener products and services—and steering consumer behavior towards sustainability. This Catchy Pop Song Warns Brands, Stop Greenwashing or Face a Lawsuit

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People Are Sick of Brands Promoting Products that Harm the Planet

68% of adults want to see more regulation around ads selling environmentally unfriendly products and services

Rebecca Stewart

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Rebecca Stewart