The underlying message of the IPCC report is clear: we all have a responsibility in this process, branded as “irreversible” email id list bangladesh, but which cannot be taken as a truck without brakes hurtling over a cliff. From the advertising industry, agencies and advertisers innovate more and more in the processes in search of sustainability, although the former have been slow to take the step due to the less overexposure they have with respect to a brand. However, as recognized by Reason, Why Marc Lite, Firm’s Fouding Partner and Co-Founder of the Creatives For the Future initiative, “the agencies are carrying out many internal changes so that our way of working and the messages that we we launch are aligned ”.
Thus, some creative companies such as Firma have the B Corp certification, which seeks to help citizens and investors to identify companies related to their values and measures the social and environmental performance of a company as a whole. For its part, Havas Group has an initiative called Havas Impact + with which it is committed to reducing the environmental impacts associated with its business.
On the advertisers side, steps have also been taken that public opinion follows closely, regarding companies such as Endesa, whose business comes precisely from energy production, which is responsible for many of the conflict points presented in the report. “We are always looking for new resources and ideas and we are very active with the agencies so that the resources we manage in terms of communication can collaborate with the strategic approach we have in terms of global sustainability,” he told Reason.Why Lola Riosalido, Head of Advertising and Endesa Events, who maintains that the company ensures that its communication actions are aligned with environmental commitments.
But although sustainability is already in the business culture of all large companies, from certain sectors it has existed and there is suspicion that some actions are simply a greenwashing of image or greenwashing, something that associations such as Greenpeace denounced in December 2020, Rebellion for the Climate, Fridays For Future or Extinction Rebellion. All these groups rightly denounced that nothing had changed since the signing of the 2015 Paris Agreement and displayed banners in the offices of companies such as Endesa itself, Iberdrola, Naturgy, Iberia, Repsol, Real Madrid, Banco Santander, McDonald’s, Burger King or The deputies congress.
“The concept of compensation and net zero is a serious problem. Through this story, especially large corporations, seem to help against climate change when in reality they do not, “criticizes Raquel Montón (Greenpeace), who compares certain business practices with” false therapies, which far from being harmless prevent people take real solutions ”. And it puts on the table the game that some corporations are playing by buying carbon credits or supporting restoration projects, a compensation method “that does not really have a firm intention of reducing gross emissions as much as possible, which requires profound changes. that these ideas end up becoming a huge fraud within the business commitment to decarbonization “.
And precisely at this point is where communication and marketing play a fundamental role, capable of creating an environment of thought transformation that really influences society and companies. This is the case of Clean Creatives, an initiative of the advertising industry that arose from a commitment not to work with companies linked to the fossil fuel business. “For a century, public relations companies and advertising agencies have sent the same message: Oil, gas or coal companies are part of the solution. They have built a covert relationship with fossil fuel companies to target their respective bottom line results, while pushing the planet beyond its breaking point and polluting communities of poor people and people of color around the world, ”states the founding manifesto of this initiative socialposts.
