Chapter 7

Supercharging Climate Action Through Creativity

INTRODUCTION

Creative industries, especially advertising, bear a historical responsibility in the climate action conversation. They have not only been at the forefront of driving change but have also been guilty of a history of misinformation and promoting excessive consumption. Advertising and other creative sectors are doing their job of persuading and selling ideas incredibly well — but they need to change.

Covering a multitude of sectors, from advertising, architecture, and film to software and TV/radio, these industries don’t just represent the heartbeat of the creative economy — they’re an imperative force for climate action and communication. UNICEF highlights that the significance of creative industries is dual: they are not only an engine for commercial and cultural innovation but also pivotal in propelling human development. When fostered and harnessed, these industries can overhaul our economies, boost socio-economic advancements, and spawn employment avenues. Besides their economic impacts, creative industries advocate for social inclusion and champion sustainable human development, carving a path for a greener and more inclusive future.¹

Future-proofing the Media Landscape

The media industry holds enormous sway over public perception and action. Together with marketing and advertising, it only drives consumer choices, but also shapes our understanding of major global issues including climate change. It’s crucial for this industry to recognize its influence — or Brainprint — on the public mindset, moving beyond simply decarbonizing its own operations.

The Business Case for Sustainability

Today, there’s a strong business case for sustainability. Market trends show that especially young consumers are becoming more environmentally and socially conscious. Businesses that prioritize sustainability will likely have a competitive edge in the future and stay relevant in the long term. Sustainability is not just an ethical choice — it’s a smart business strategy.

The New Role of Advertising & Marketing

Over the past century, the advertising industry has evolved from showcasing products to building emotional connections and shared values. As competition between mediums grew — with TV, radio and billboards vying for consumer attention — advertising narratives shifted from the ‘what’ to the ‘why’, focusing on how products make consumers feel. Social media has accelerated this evolution, driving brands to engage in meaningful conversations with their audiences. Whether a consumer chooses a brand now rests on the expectations, memories, and relationships it fosters — ultimately, the social value it offers to consumers.

Emerging Technologies

As climate impacts become ever more pressing, Artificial Intelligence (AI) and Blockchain are emerging as potential technological solutions. However, the integration of these technologies presents its own set of challenges, including governance concerns and issues of trust. While technology presents promising solutions, strategic implementation is key to realizing its full potential for a sustainable future.