Shreya Mukherjee, svp, group strategy director, social impact practice lead, Deutsch NY
What role can ad agencies play to curb climate change?
As the architects of persuasive communication, it falls on us to energize our efforts towards framing the climate crisis in a way that moves minds and helps change behavior. We are at a decisive point looking straight into an impending catastrophe. How can we urge and persuade our clients to build more sustained, active efforts to truly offset their footprint that connects with the Intergovernmental Panel on Climate Change goals? Move beyond hollow social media driven checkboxes? We need to move from awareness only to action-oriented programs. We must make it easier for consumers to go from intention to action. We need to create a collective movement. The one-off campaign or a pro-bono effort is a tactic of the past.
If a brand doesn't have a plan to become more sustainable, does it risk alienating the next generation of consumers?
I think the words of teen climate advocate, Greta Thunberg are a clear indicator of the mindset that will become mainstream soon. Her quote is telling of what this generation expects from leaders, especially business leaders: “I want you to feel the fear I feel every day. And then I want you to act. I want you to act as you would in a crisis. I want you to act as if our house is on fire.” Source tracking for example, is becoming a mainstream trend. Consumers want to wear, eat, be around the change they want to see. Generation Z is believed to be one of the most socially-conscious generations to date. Any brand that sits on the sidelines is a brand that has lost touch with today’s striking reality and its impact on tomorrow’s buyer.
What can companies do to be more transparent about sustainability?
Not embed their efforts on the CSR section of a website page that is hard to track down. A company’s ‘impact on planet’ message needs to be front and central to their brand identity.
