In his latest column, IPA president and international chief executive and vice-chairman of VCCP Julian Douglas argues that, ahead of Cop26, brands and agencies need to resist the temptation to stay shtum about climate change – and start to get stuck in.
Conscious consumption on the part of individuals will continue to grow. But take note – citizens are waking up to the knowledge that individual action alone will not get us to a net zero world. This will place increasing demand on brands to step up and ease the way for the transition of our society to a more sustainable future, says Helen Brain, Strategy Director & Joint Head of Social Change Hub at MediaCom UK.
Globally, the most environmentally conscious consumers are worth $382 billion to the FMCG sector alone, and became more valuable by c$78 bn in the last year. We can also see growth and innovation coming from plenty of other sectors. For example: