I discovered recently that more than 50 big-hitting leaders in London’s advertising world have signed an open letter committing to action on climate change, in response to Extinction Rebellion’s call to arms in May. One sentence in the letter smacked me right between the eyes.
“We are aware that as an industry, we have at times been complicit, knowingly or unknowingly, in exacerbating our current climate crisis through promoting unsustainable consumption on behalf of our clients.”
I find it momentous that a sector as beholden to clients as advertising is acknowledging the damage that comes from wielding their power solely for client profit. And that so many of its leaders are willing to publicly commit to do something about it.
In his talk at Hay Festival in May, Mike Berners-Lee, environmental expert and author of ‘There Is No Planet B’, talked about exactly this type of collective action as key to addressing the climate crisis. When society coalesces around new attitudes and behaviours, we reach a tipping point when our cultural norms ‘flip’ – what was ok is suddenly not, as he showed happened with tobacco when the ban on smoking in public spaces came into effect. I see action like this letter, and the intent and commitment behind it, as an optimistic sign we are moving towards that point on climate. It’s a hopeful counterpoint to images of plastic-filled oceans and melting ice caps.
Advertising isn’t the first sector to recognise that their reach and impact is a superpower (and responsibility) when it comes to looking after our planet. Sport has been moving in that direction for years, as Dr. Susie Tomson, a sports sustainability consultant and passionate champion knows well.
“Since the London Olympics I’ve seen a huge shift in attitude. Sustainability is now mainstream – few can afford to ignore it. Many sports institutions have plans aligned to the U.N. sustainable development goals, more sponsors are looking for deeper alignment on sustainability, and what was optional for sporting events is becoming a given – bans on single use plastics and offering recycling bins for example.”
Susie paints a picture that sees a confluence of changing broader attitudes, real vision and action from influential bodies, and recognition that money talks. When sustainable practices are in everyone’s interest, change happens. I’m sure similar factors will play into debates within advertising on how to proceed. And as in sport, it will be a long road. I for one am onboard for the journey.
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An occasional celebration of words and writing worth reading. Or best avoided.
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