Advertising with a conscience

When Jamie Henn last year founded Fossil Free Media, a non-profit agency supporting climate communications, he soon found himself frustrated with the amount of problematic advertising still coming from fossil fuel industry. “The more that I was stepping back into purely doing communications work, realised you're getting swamped by other side”, says Henn, who is co-founder 350.org and worked there until Begin campaign pointing out emissions natural gas problems methane leakage, comes multi-million dollar ad emphasising cleanness gas, says. “You suddenly realise swimming against this tide misinformation. So in November, 2020, launched Clean Creatives, that's pressuring PR agencies to stop industry spread “I realised, wait sec, as much we need do our job telling story effectively—and there's certainly ways can improve, also really have combat misinformation flowing Creatives part rising number initiatives hitting public smooth over its image. Its first report, released December, outlined handful examples how firms had helped obstruct action positioning companies solution change. In just one example, it discusses BBDO supported ExxonMobil's algae biofuels campaign, which aimed position company leader on clean energy. However, even 2013, Rex Tillerson, then CEO ExxonMobil, admitted venture “probably further” than 25 years away developing useable fuels. While asking creatives essentially boycott clients, are taking upfront line, working remove advert campaigns create misleading impressions about what Last year, complaint lodged environmental law firm ClientEarth UK national contact point OECD's corporate guidelines, argued two BP's global were scale energy focus. adverts focus low carbon products but reality, BP spending £4 every £100 investments. The rest spent their traditional oil business”, blog said at time. National Contact Point decided not accept complaint, indicated would proceeded already withdrawn campaigns. argues decision sets precedent for complaints greenwashing. Other groups aim glamourise highly unsustainable products. charity Possible's Badvertising August, aims halt promotion fuelling crisis, initially targeting Sports Utility Vehicles (SUVs), flights, promotion. Targeting SUVs context an obvious choice: they heavily advertised product well incredibly polluting. International Energy Agency (IEA) has warned SUV sales, consume quarter medium-size cars, could negate benefits rise electric cars. It separated only sector did see fall 2020. Robbie Gillett, manages drawing direct precedence curbs put harmful like tobacco. “Once culturally society agreed, tobacco smoking bad us, agreed promoting it”, “We think similar arguments be made around [the sale of] diesel petrol cars polluting vehicles, due phased Britain 2030 anyway.” specifically targets rather stopping those being available, although less these sold before ban better. Possible calling prohibited dirtiest third measured CO2 per kilometre, all too big fit standard parking space. supports calls banning local level, things 2019 junk food Transport London network. All actions take long held fuels towards somewhat common target: marketing They argue sector, fact, plays fundamental role perpetuating behaviours, both individual societal level. idea pull us behaviours may good or course nothing new. Many highlighted sometimes unnerving impact desires aspirations. Naomi Klein's 1999 international bestseller No Logo increasing infringement aspect people's lives. 1957, Vance Packard's classic book Hidden Persuaders set tapped unconscious persuade them buy know lot brain works 40 ago, learned confirms advertising, indeed communication general, far complex process used was,” 2005 paper theory academics Robert Heath Agnes Nairn. attention processing model, people often unaware emotions feelings, when don't consciously engage remember adverts. This lends weight argument industry's use sophisticated techniques sell linking emotions. Groups such AdFree Cities, Gillett with, encourage excessive consumption knock-on impacts wellbeing environment. “It's cultural water swim in”, Gillett. But making instead actually play positive transition. puts practise up signed pledge start cleaner clients. called ‘Clean Creatives’, ‘Polluted PR’”, Henn. “Because we're hoping recruit cause.” effect lend skills creativity help solve crisis promote transition It's consider messages sending world, sustainability own “Everything emissions, board change together”, Marylyn Carrigan, professor Heriot Watt University, key helping lead sustainable Making available people, giving clear information understand small changes behaviour make massive difference advertisers about, she especially crucial gain easier access without trying hard, “A reasons aren't contextual reasons”, “Often infrastructure something. People inconvenience.” emphasises joined thinking across company, where raw materials come produced happens end life advertised, Carrigan. “Marketing, actually, particularly sustainability, chain really.”, kind practise. Purpose Disruptors London-based network insiders reshape tackle brilliant together workers products, visions values activities coherent net-zero world,” Ad Net Zero, initiative led UK's Advertising Association, offers advice “net zero plan” place, including “harnessing advertising's power support consumer change.” Until recently, been large campaigning, tending land pay ads. countries move forwards implementing net goals, will increasingly various roles different industries playing support—or hinder—progress reduce emissions. With arguably huge influence pressure step game likely increase.