Former PR Exec Makes the Earth Her Client as Eco-Activist

While the past few years have challenged many to reflect and reconsider purpose-driven career paths, Christine Arena has been on this journey for her entire 20-year career. Her focus on sustainability and social impact storytelling is making waves in the ad industry and, in short, her work is directly aimed at making the world a better place. As the latest peer-reviewed research reveals, PR firms play a major role in perpetuating climate obstruction as most fossil fuel environmental advertising contains factual omissions, distortions or greenwashing. After it was clear that company values did not match her own, Arena left her evp role at Edelman in 2015 over the firm’s climate change stance and went on to start her own social impact filmmaking company, Generous Films. And she hasn’t looked back since. Client work includes the 3M docuseries “Not the Science Type,” which premiered during the 2021 Tribeca Film Festival. “Let Science Speak” was an original production that helped counter negative stereotypes about scientists and premiered during the 2018 Tribeca TV Festival and aired on The Weather Channel. Arena also serves as a founding member of the Clean Creatives campaign and as an advisory board member of the Smithsonian Environmental Research Center, which focuses on climate change research. I Left a Major Agency Because of Its Stance on Climate Change How did you get to where you are today? The biggest pivotal moment for me occurred in 2015 when five of my colleagues and I resigned from Edelman over the firm’s climate change stance. It is increasingly difficult to credibly lead on climate and serve fossil fuel clients simultaneously—particularly if you represent some of the more extreme trade associations. I also saw the emergence of brand films as a tremendous creative opportunity for social impact and sustainability-related storytelling. As a filmmaker, I get to push the creative envelope and produce work that rides the line between corporate, brand and purpose communications. I also get to collaborate with distributors and celebrities and meet people working on all sides of some of the most critical issues we face as a society—from racism to anti-science and environmental justice. So, while my pivotal moment produced some short-term challenges, it ultimately led to the most meaningful creative work I’ve ever done. Can you share a situation in which you've been unfairly characterized in the workplace, due to conscious or unconscious bias? How should women address these microaggressions and slights when they occur? As a Latina woman following a non-traditional career path, of course, I’ve faced bias. But what bothers me most is what I see younger women and, especially women of color, enduring in their workplaces today. Workplace bullying is pervasive yet difficult to identify, as these types of abusers don’t abuse everyone. On the contrary, they are often disguised as extremely altruistic or charismatic people, which makes the abuse all the more traumatizing for employees who are targeted. How should we address these aggressions when they occur? Above all, we need to believe and support victims. As an industry, we need to call it out when we see it and stand in solidarity against it. What's one thing we can start doing today to help close the wage gap between men and women? In an ideal world, the PR and Ad industry would be modeling the socially responsible behaviors and values it hopes to instill across its client base—it would lead by example. Instead, in many key areas, big agencies are rather slow to evolve. It should not take pressure campaigns to force needed change but, unfortunately, it often does. Thus, one thing we can start doing today is to actively challenge agency leadership. Demand better. The past two years have proven to be challenging for our mental health. How have you prioritized your own mental health? I’ve never worked harder than during the past two years, nor felt a greater sense of urgency to help bring about needed change. As a single mom and business owner juggling various demands, I’ve decided to do all I can to help transform oppressive conditions and at least model that effort for my son. Activism has served as both a coping mechanism and creative outlet. Activism has served as both a coping mechanism and creative outlet. My advice to others is: do what you can when you can, wherever you can. Don’t burn yourself out but do bring your greatest talents to the business of challenging the status quo. Given the high stakes we face, our world does not need more complacent team players. It needs trailblazers. What’s one effective way you’ve seen companies address the existing need for diversity-related initiatives? For me there is nothing more effective than a bold CEO who steps forward to acknowledge a crisis candidly and openly. Candor is a rare leadership quality in today’s world. That’s why I found Salesforce co-CEO Marc Benioff’s response to the two female employees who brought pay disparity to his attention a welcome change of pace. Benioff not only immediately pledged to solve the pay disparity problem across his company, but he used the opportunity to reaffirm the company’s values. Benioff lived up to the adage that every crisis affords an opportunity for authentic leadership. Tell us about one major setback you've had in your career—how did you handle it? Covid-19 froze a lot of our client work in 2020, so I had to scramble to determine how to best proceed. I pulled us out of the lull by transforming our business strategy—shifting from client-funded projects to a combination of client and grant-funded work and from classic documentaries to a wider range of short-format content. Now, with the explosion of demand around short format films, and the need for deep expertise in social impact storytelling, we are better positioned to grow. What’s one way you’ve broken the rules and challenged the norm in your career? Breaking the rules and challenging norms has been one of the constants in my career, rather than the exception. It’s why I leaned into the corporate responsibility and sustainability communications space early, in 2002, and why I started a film company in 2016. It’s also why I decided to speak out more forcefully about the PR and Ad industry’s role in spreading climate disinformation and greenwash, rather than remaining silent. What’s the single best piece of advice you’ve ever received? “Aim to change the zeitgeist.” A change in what people perceive as normal, natural or obvious can transform any problem. Once you’ve perfected the art of shifting an audience’s underlying worldview, then you’ve become a master storyteller. And when that happens, the consequences can be breathtaking. That is how you move people—emotionally, intellectually and towards a desired action. Perfecting this skill set continues to be my goal. After a 60-Day Review of Its Roster, Edelman Is Sticking With Polluters—For Now

Women Trailblazers

Former PR Exec Makes the Earth Her Client as Eco-Activist

Christine Arena takes on climate obstruction fueled by advertising by creating award-winning films

Luz Corona

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Luz Corona