It’s fair to say the relationship between advertising and sustainability is a complex one with accusations of the industry encouraging overconsumption on one hand and ‘greenwashing’ – on the other – thus often masking the industry’s potential to be a positive force for change.
The basic premise of advertising is designed around the consumer promise of buying something to solve our emotional, relationship or existential problems – an approach that is fuelling a materialistic attitude to the detriment of our natural resources and alleviating the rising climate issues.
Fossil fuel companies are also seen to be allocating billions each year to marketing and advertising campai
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