The advertising industry is poised to play a part in solving the most serious problem we face—climate change.
And it is a challenge, with a formidable gap—71% to 26%—between consumers who say climate change is as big a risk as COVID and “eco actives,” consumers who actually turn their environmental concerns into action. Closing that gap is the vital marketing challenge of our generation.
Our starting point is to relentlessly articulate climate solutions as growth opportunities, not as purpose programs—as if Tesla and its original purpose of growth and innovation in sustainable transport isn’t proof enough. So, we need to stop presenting vague trends and identify the financial value of meeting audience demand in sustainable products and services.
It’s also worth looking at the startup space for breakthrough business ideas. There is almost a perfect example on YouTube: The Little Loop is a children’s clothing company that rents the clothes that kids grow out of so quickly, but still caters to their individual identities. One potential investor failed to understand the concept and said fast fashion would never change. Another (Stephen Bartlett of Social Chain) compared it to the music industry and said that change was inevitable. This is a strong analogy around how the shift to more sustainable consumption—where growth can still be achieved through buying different kinds of services and products—will evolve.