Most Read

  • Telkom CEO Sipho Maseko to step down
    Telkom has announced that its CEO and executive director Sipho Maseko will step down on 30 June 2022. The telecoms company said the process to appoint a successor is well underway and a designated group CEO will be announced in the not too distant future.
  • How cooking oil brought a moment of joy during a dreadful week
    It is possible that cooking oil prevented more looting in South Africa in the last week than the president, the ANC, the intelligence community, the army and the police combined. This, without question, says something about the versatility of the product. It says even more about the state of the state. When you are shown up by canola, you might want to revisit your strategy. By Howard Feldman
  • Park Advertising launches digital performance unit, Lucid Media
    Performance Media across Search, Social and Programmatic platforms is the single fastest growing area of digital media in South Africa. Combine that with the detailed analysis of campaign management, tagging and ad operations, and it becomes apparent that these highly specialist functions require a highly specialised unit.
  • Transnet hit by cyberattack - Operations disrupted nationwide
    The Transnet Port Terminals website has been hacked, implying that all companies under Transnet have been affected. All Transnet websites were down at the time when reporting was done for this SA Trucker article. The publication cited sources who requested to remain anonymous because they are not allowed to speak to the media.
  • #BehindtheBrandManager: Meet Tamsin Darroch of Kellogg's South Africa
    Few food brands have the historical connection with consumers around the world as Kellogg's does, having held meaning at the breakfast table for over a century. By Lauren Hartzenberg
  • Business unusual for small enterprises on the road to recovery
    The Covid-19 pandemic has hit South Africa's small business sector hard and there are grim statistics to bear this out. Those statistics will not be repeated here. After all, if you are a small business owner setting out on the road to recovery, the last thing you probably want is more details of the toll the pandemic has taken on small enterprises. Far more useful would be some good, solid tips on how to build back better after any business setbacks. By Ameen Hassen
Show more
Advertise on Bizcommunity

Subscribe to industry newsletters

Advertising can lead the charge on climate change. Here's how

The climate crisis has been a dark cloud on the horizon for some time now, but 2019 is the year the world's political and business leaders at Davos officially put the issue at the top of their "worry list". And Prince William recently asked Sir David Attenborough the ultimate question: "Why has it taken so long for those in key positions of leadership... to act on environmental challenges?"
© Markus Spiske via Unsplash.

The evidence of a climate crisis is all around us. And Prince William is right to point out that it’s leaders who have a role to play. So, let’s turn the question on ourselves: why are leaders in advertising taking so long to help brands resolve the climate crisis? We have immense potential to go beyond lip service and make a real difference. So why isn’t advertising’s stepping up to the plate?

People are wising up to greenwashing

Just look at the impact campaigns that have fought against stereotypes have made. As marketers and advertisers, we use culturally relevant insights daily and use them to create campaigns that make a difference, that moves people. That make headlines. If we apply the same skillset and passion to the climate crisis, we could replicate the impact the stereotype-fighting campaigns have.

Of course, many brands and agencies should be applauded for already trying to tackle the thorny issue of climate change. And many of us are taking steps to reduce our personal impact on the environment.

But people are wising up to greenwashing and often feel cynical when a brand starts shouting about its environmental creds. There’s also a misconception that doing your bit means jumping on the environmental bandwagon or that brands investing in eco-campaigns are all talk and no action. And it’s true, for every legitimate brand initiative, there’s an empty one.

Guarding against greenwashing

Terms such as "environmentally friendly", "organic", and "natural" or "pure" are popping up on marketing campaigns across the world...

31 May 2019

So we need to do more. But how?

Responsible advertising

Environmental economist Pavan Sukhdev in his book Corporation 2020, makes a compelling case for "responsible advertising": a traffic-light system that highlights how long a product will last, where its materials come from and whether it can be recycled.

Such an approach enables consumers to easily make purchasing decisions based on a brand’s ethical creds, meaning market forces would push advertisers into cleaning up their supply chains and operations. That would create much more impact than using marketing to merely start or support a debate.

And for an industry that’s so obsessed with reaching the fabled millennials and Gen Z, responsible advertising taps into their demand for brands with purpose. And if you need any more proof that the climate crisis is top of mind for younger generations, look no further than 16-year-old Greta Thunberg.

No age limit on inspiration. Celebrating the promise of our young leaders

Around the world, young leaders are taking their future into their own hands. From South Africa to Sweden, the youth of today are working to create a vision of tomorrow that is better than today...

By Michael Hathorn, Issued by Ginkgo Agency 10 Jun 2019


Let's do Biz