This November, we saw politicians and leading industry bodies come together in Scotland for the 26th Conference of the Parties (COP26), to discuss the ongoing climate crisis. Interestingly, one of the most poignant takeaways from this year’s event was a growing sentiment that every organisation has a part to play in tackling the environmental crisis.
Arguably, nowhere is this more true than within the media and advertising landscape. From boutique brands and publications to agency-led specialists, our industry has a clear responsibility to incorporate climate-positive messaging and practices into its organisational culture, or risk being seen as out-of-date and out-of-step with public opinion.
As the world wakes up to the reality of global warming, every aspect of company practice is now under scrutiny through the lens of this crisis. From attracting new talent to building relationships with existing and future customers, more than ever before, it is essential that brands behave responsibly and act with purpose.
Our industry has a clear responsibility to incorporate climate-positive messaging and practices into its organisational culture.
A recent study by social media tracking company Sprout Social revealed that 66% of consumers believe it’s important that brands take a stand on social and political issues. Meanwhile, a study also conducted this year by Deloitte, revealed that the 2020 Pandemic was a tipping point for many when it came to social activism. Out of those polled in the global study, 64% listed recycling, reusing and single-use plastic amongst some of their biggest concerns. Moreover, in a show of unification, reducing carbon emissions was a key priority across all countries surveyed.
However, this is not something necessarily new. “Sustainability” and “eco-friendly” have been key watchwords in the advertising industry for over a decade. Nevertheless, what has changed within the market – which has been flooded with eco-positive messaging – is that greenwashing (that is, the act of making false claims about a brand’s eco-credentials for market gain) has become a pressing concern.
Indeed, an investigation earlier this year by the International Consumer Protection Enforcement Network (ICPEN) revealed that 40 per cent of consumer-facing websites surveyed were providing misleading information in regard to their green credentials. And as consumers become more informed about such methods (a 2021 YouGov study showed that 81% of people expected companies to be environmentally conscious in their advertising and communications), it’s an issue that is going to be increasingly in the public spotlight. Real accountability is becoming the battleground which separates brands that will sink or swim in a climate-aware future.
Some of the biggest household names are already switched on to this palpable shift in consumer discourse, from cleaning up supply chains to transparent organisational practices. A notable example of this is NatWest’s campaign during COP26, titled “What’s banking got to do with climate change?”. With the UK-based bank committed to only funding climate-positive companies, with a planned US$1.3 billion by 2025. Indeed, they are one of many organisations which have stepped out of the shadows, taking the lead in the new fight against greenwashing.
It’s from this perspective that my organisation, Euronews, has made a powerful step forward, increasing its commitment to the fight against the climate crisis. For the rest of 2021, our organisation has committed to prioritising editorial for companies and brands in the travel and tourism sector who have a clear and transparent stance to fight global warming, with a view to continuing this policy in 2022. This is in addition to partnering with carbon consultants, C Level to calculate and offset the carbon footprint of our sponsored and branded content production.
We also launched Euronews Green earlier this year, as part of this fundamental shift towards supporting a sustainable future. The digital hub addresses environmental topics that drive positive environmental change, and is already attracting significant traction from our readership both in the region and across the world.
As we approach COP28, which will be hosted for the first time in Abu Dhabi in 2023, arguably every company in the region has a responsibility more than ever before to address the pressing climate emergency. It’s something that the UAE government clearly understands: this year the country became the first in the Middle East and North Africa to pledge to achieve net-zero emissions by 2050. It’s time for every organisation, big and small across the region to commit to a transparent eco-policy, which will allow them to champion the country’s eco-driven direction, and to be a part of COP28.
