The marketer’s guide to the climate crisis
Can marketing save the world? Probably not alone, but it can certainly play its part in providing the communication and solutions required to combat the climate crisis.
“It must be a year of game- changing climate action”
Sustainability is no longer a nice addition to marketing campaigns, but an imperative for both business and the planet. In 2023, the IPCC report concluded that the window to halt global warming at 1.5 degrees celsius and avert the most catastrophic impacts of climate change is rapidly closing. UN general secretary, Antonie Gutteres recognises advertising as a key factor in the growing climate emergency, saying “2023 is a year of reckoning. It must be a year of game-changing climate action. We need disruption to end the destruction. No more baby steps. No more excuses. No more greenwashing. No more bottomless greed of the fossil fuel industry and its enablers.”
It’s clear that advertising and marketing is uniquely positioned to shift behaviours and lifestyles towards ones that are less harmful to the environment – but it must gets its own house in order first. Marketers must position sustainability at the heart of all strategy, put an end to greenwashing and drive sustainable behaviours through its unique power for storytelling.
“2023 is a year of reckoning”
Sustainability as an imperative for growth
A Deloitte survey of 1,015 CMOs indicates that brands are concentrating their efforts on shoring up their own internal sustainability practices as opposed to focusing externally on influencing customer behavior.
- 51% replied saying they were focused on improving internal marketing practises.
- 47% replied saying they are focused on promoting a more sustainable product/service offering.
- 45% replied saying they are focused on establishing long term sustainability commitments. [1]
Brands working on internal sustainability might be focused on reducing paper waste or energy usage, or creating more sustainable or transparent supply chains, among other actions.
- 38% said they are making packaging/distribution more sustainable
- 38% making commitments and having accountability to these commitments
- 38% rethinking marketing communication to encourage greener consumer behaviours
are focused on improving internal marketing practises.
are focused on promoting a more sustainable product/service offering
are making packaging/distribution more sustainable
rethinking marketing communication to encourage greener consumer behaviours
Marketers should remain vigilant on meeting and exceeding sustainability targets to remain relevant in the marketplace even in times of economic uncertainty.
