Changing Perspectives... on the Environment

As someone working in sustainability, I often feel like I’m the lone voice in the room; representing a niche interest, fighting for “doing the right thing” up against the prevailing interest in profit and growth.

Maybe this is you too. Or maybe you’ve felt the need to leave your personal views at the door. You care about the planet, but at work you need to focus on ‘business outcomes’.

Well, if that’s you, I have good news. Not only are you not in the minority – the board might actually thank you for standing up for sustainability after all.

Here are three myths that get in the way of us prioritising sustainability in advertising, and why we need to reframe them:

I’m in the minority caring
This is the most prevailing – and yet it’s not true! According to various scientific studies reviewed by The Guardian, between 80% and 89% of the world’s population want stronger climate action. This is an overwhelming majority.

In Australia, research from YouGov immediately before the recent election showed that climate change action was an important factor for over 70% of millennials and GenZ in determining their vote.

And in our own industry we see a similar pattern, with the most recent Mediai survey showing tht 71% of the media industry believe it’s important that their business prioritises climate sustainability.

Individuals might care, but companies only care about profit
Dig beneath the headlines, and most companies care a lot about sustainability. In fact, it’s a key topic in the boardroom.

Why? Because climate change represents an existential threat to most businesses in some form. Investors want a company to thrive in the future – and that means addressing climate change urgently.

The proof? A recent review by PWC of 7,000 company disclosures found that 84% were keeping or accelerating their climate targets.

From this year, new Australian laws require large companies to measure their climate impact and outline a plan to reduce it. If your company or client isn’t paying attention yet, they soon won’t have a choice.

I only work in advertising – how much difference can I really make?
Let’s unpack that. For starters, advertising has a significant role to play. A company’s advertising can account for up to 40% of its total emissions. Globally, advertising is estimated to account for 2% to 3% of total emissions – roughly the same as aviation.

If you work in advertising, you can make meaningful difference simply by making more informed choices. Start by getting the data, understanding where your emissions are coming from, and taking steps to reduce them.

As our industry purpose reminds us: We Are The Changers. We have the power to drive positive change – not just our clients and our teams, but for society as a whole.

So what’s stopping you from raising sustainability in your next meeting? Think it’s too niche or not welcome in the board room? Think again.