Havas, Ipsos and Virgin Media among those signing climate and sustainability manifesto
The Conscious Advertising Network (CAN) has signed on a raft of high profile brands, agencies and marketing giants for its climate and sustainability manifesto.
CAN believes advertisers should step up to the plate by re-engineering all aspects of their operations
Friends of the Earth, Havas Media Group, SSE, Ipsos, Virgin Media O2 and Purpose Disruptors are among those to lend their names to the initiative, which seeks to guide choices in advertising toward greener alternatives.
Highlighting the role that advertisers must play in tackling the climate emergency, the manifesto enshrines climate and sustainability as core tenets of best practice in business.
CAN believes advertisers should step up to the plate by re-engineering all aspects of their operations, from briefings to production and content, to ensure all actions are responsibly considered without creating or funding climate misinformation and disinformation.
CAN co-founders Harriet Kingaby and Jake Dubbins said: “Climate change is the biggest challenge of our generation and it’s important that advertisers are doing everything they can to ensure we meet our goals under the Paris Climate Agreement and keep warming to under 1.5 degrees. That means considering the impact of everything we do and make, including what our media spend funds and the norms that we project on screen. Advertising can have a huge role to play in changing hearts and minds about climate, defunding the disinformation economy, and decarbonizing our operations, but we must act now.”
Guiding advertisers step by step through the sustainability minefield, the manifesto provides a wealth of resources, tools and support groups to ensure the industry plays its part in adhering to the Paris Climate Agreement.
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The initiative comes as polling suggests just 24% of online UK adults believe brands should lead on climate.