Ahmad Itani, Founder and CEO, Cicero & Bernay
Do you ever drive past a landfill site and perhaps, overcome by the aroma, start to ponder the contrast between what we bury and display in our consumption habits? Mountains of waste, hidden beneath layers of earth, reflect a troubling reality in our materialist world – one that brands are increasingly called to address through genuine sustainability efforts.
However, as this type of awareness sharpens, the parallel rise in greenwashing – the act of misleading the public about a product’s or company’s environmental benefits – casts a shadow over the industry’s sincerity.
Havas, a global ad an
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