We live today in a tipping point period, preoccupations around climate change have never been so present and so validated as in the last months. Not only a consensus of scientists proved that it was right to think more often in terms of co2 emissions and environmental impacts but a larger number of the global population is jumping on board and discern that immediate action is required.
Advertising cannot be impermeable to this gigantic consumer behaviour evolvement and needs to embrace these changes. It is obvious that there is a need for a greater transparency in the advertising industry in different levels and in greater extend. This is why they decide at the agency to promote exclusively sustainable brands, initiatives and to review certifications before to agree on any collaboration.
Andrea will explain what exactly is sustainable advertising (not sustainable communication or green washing) and how to distantiate both antagonist schemes.