Advertising Week Debate Finds That Advertising Didn’t Cause The Climate Crisis, Actually
Advertising Week APAC kicked off in Sydney with a debate about whether the advertising industry had caused the climate crisis that has led to heatwaves and wildfires in North America and Europe, successive hottest days ever and warnings about the destruction of Australian natural landmarks.
Chaired by Josh Faulks, CEO of the Australian Association of National Advertisers (AANA), the debate featured some big names from adland taking turns to debate the causes of the climate crisis and advertising’s role within it.
None of the speakers said that the industry we know and sometimes love was blameless. Instead, they debated the extent of our fault and the extent to which we can provide the solution.
“With a clear conscience, ask yourself when was the last time you bought something you wanted but didn’t need?” said Georgia Leathart, head of strategy at Hearts & Science Australia.
“Was it that pair of white sneakers you’re wearing that you got specifically for today? Was it that slightly newer model of phone that you saw on TV, even though your existing model was just fine? Was is that single-use plastic bottle of water you bought at the train station on the way here, even though you have half a dozen Frank [Green] water bottles sitting at home?
“Advertising is, without a doubt, a force for evil in the fight against climate change.”
Leathart’s opening statement was designed to elicit a Damascene revelation from the white sneaker-wearing, iPhone 14-toting, Frank Green water bottle-sipping audience. However, Sam Wagstaff, director at climate and nature investment and advisory firm Pollination, made it clear that adland was just one cog in a global death machine.
“I’m not from the advertising industry. I work with evidence and real science, no bells, no whistles, just facts for carbon accounting and corporate climate disclosure to decarbonisation strategy and clean tech,” he said.
“My company is helping save the world, but who’s destroying it? I know for a fact that the advertising industry isn’t the cause.”
Wagstaff then went on, using the narrative from a children’s book about an overloaded boat with a range of animals from cows to sheep and donkeys to a mouse representing the fossil fuel industry, government, investors and ordinary people, respectively. The message was clear, all of the occupants were in some way responsible for the boat being overloaded and sinking.
“Isn’t that cute? A children’s book to summarise an incredibly complex issue,” said Catherine Bowe, client council and industry trade lead at Meta APAC.
“I’m here to tell you that we’re responsible for more than just demand… The seemingly innocent and pervasive world of advertising constantly bombards us with messages and enticements is not just a nuisance to be annoyed. As we marvel at the power and reach of digital advertising, let us not be blind to the fact that it is responsible for a staggering four per cent of total carbon emissions.”
“The onus is on us, the advertisers to confront the undeniable truth. Advertising has caused the climate crisis in our pursuit of profits and growth.”
Then, Bowe went on to deliver some of Meta’s tried-and-trusted climate spin. It’s a carbon-neutral organisation, she explained, with its data centres being run on wind farms, for example. But, she said the fact remained that the demand created by advertising and the tech to support it caused the climate crisis.
Michelle O’Neill, director of brand at Nine, then took to the stage to explain that, yet again, advertising played a significant role in the climate crisis but “it is not the protagonist.”
Channelling the good book, O’Neill, explained that while advertising might have played a part in consumers coveting thy neighbour’s oxen in an effort to keep up with the Joneses, the audience had free will — “We live in Sydney, Australia, not North Korea.”
“What we have is an overwhelming choice. We are drunk with desire and often it’s a desire for more that we need. It’s the choices we make to consume every day that have us in the mess we’re in. If it makes you feel any better, we’ve been at it for ages,” she said.
“Gluttony, one of those fabulous seven deadly sins penned by Pope Gregory a few centuries ago is overconsumption to the point of waste. Another favourite was greed. I argue that more is our human condition. In my 40 years in advertising, almost every campaign I have worked on has been a comparative brand positioning.”
But rather than suggesting we’re all doomed — no good advertiser would do that — O’Neill said that advertising can lead the charge to a solution.
“It requires each of us to make changes. Brands are working at speed to do it. Companies are striving to do it. I just ask for all of you today to take ultimate personal responsibility to think less about more and think more about enough.”
Let’s see if that is reflected in Nine’s marketing for its upcoming shows.
In the end, the team that rejected the motion that advertising caused the climate crisis won the day in a popular vote. It was clear that none of them rejected the idea that advertising played a part but that the industry was not wholly responsible for the climate crisis.
Of course, in a room of advertisers, is that surprising? Turkeys rarely vote for Christmas, after all.
Please login with linkedin to comment
advertising weekLatest News
X Defends Record On Removing Child Abuse Content As It Promises A Safer Environment For Advertisers
B&T warns this article references the murky & sordid world of online child abuse. Plus, the murky & sordid Elon Musk.
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
Is there a study into the correlation between Thursday's diminished TV numbers & the increased sale of pub schnitzels?
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.