‘There’s a widening gap between brands saintlike messaging and people’

MARKETING & SUSTAINABILITY

EXPERT, WONDERS “WHERE’S THE DO-GOOD SPACE HEADING?” THE AUTHOR OF TWO

BOOKS ‘GOODVERTISING’ & ‘THE HERO TRAP’ SHARES SOME HINTS ON HOW MARKETEERS AND CREATIVES GOING FORWARD CAN CREATE CAMPAIGNS AND INITIATIVES THAT BUILD LONG-LASTING, LOVED BRANDS.

and false pretend. Our license to operate is on the line. It’s evident that there’s a widening communication challenge in front of us as brands talk about change in 2030, 2040 and even 2050 and all people want is for change to happen right now, right here. How to bridge this widening gap? How to explain to people that these multinational brands move like oil tankers, and it takes time to change course?

The door is closing on our industry Ultimately, the power is in the hand (and wallet) of people, and they can change what they buy today! We witnessed Extinction Rebellion stage a protest at Cannes Lions two years ago. There are increased calls for banning advertisement of carbon-intensive products such as meat and air travels. The industry isn’t prepared to deal with the widening mistrust and the knowledge gap in our industry is becoming clear. According to a report from the WFA, The World Federation of Advertiser’s, marketing lacks behind any other company function when it comes to its understanding of sustainability. If we don’t get our act together, people will view advertising as only part of the problem, not the solution. That’s a missed opportunity as communication and creativity can drive the much-needed mind- and behaviour change that’s ultimately needed.