How Adland Is Grappling with Europe’s Extreme Heat
Published on lbbonline.com, written by Scarlett Sherriff.
“Our success in driving client growth is innately woven with causing environmental damage”
Meanwhile, for the industry at large, and especially across Europe, the question of how advertising can not only acknowledge its responsibility in the climate crisis, but also use its status and powers of persuasion to combat its dire effects has become vital.
“It comes as no surprise that the advertising industry’s climate response is negligible, even diminishing, as wildfires blaze across Europe and we experience an extraordinary run of heatwaves and drought in the UK,” says Purpose Disruptors co-founder Jonathan Wise.
He argues that the existential impact of AI on the sector has been a distraction from the industry’s discussion around climate change describing it as a “short term lens” that leads to too many in the industry failing to see the bigger picture.
“The most important action the advertising industry can take, if it wants to take bolder action on climate, is to acknowledge that our success in driving client growth is innately woven with causing environmental damage,” he says. “Our primary goal is to drive consumption and consumption increases carbon emissions and decreases biodiversity. This is the truth that the industry, largely to date, has chosen not to speak.”
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