Irina Giri , Marketing Director of Change Foods , works at the intersection of food and climate, promoting the transformation of sustainable food systems.
From droughts and floods to wildfires and rising temperatures to hurricanes, the current and potential effects of climate change are visible everywhere. But research from the Climate Action Tracker (via CNN ) shows that countries have yet to meet them. The terms of the Paris Agreement and the World Meteorological Association report indicate that global concentrations of greenhouse gases continue to rise.
What is holding back climate action? Why is it sometimes difficult for governments, companies and individuals around the world to find a common answer? Unfortunately, I think the answer lies in the fact that we have different understandings of the problem. We have no truth.
Despite the overwhelming scientific agreement among more than 99% of scientists that humans are changing the climate, we still see a lot of confusion and disagreement about the rationale and actions needed. A recent study by King's College London (via Bloomberg ) found that in Europe, "people estimate that the proportion of scientists who agree that anthropogenic climate change is happening is 68%," when in reality the number is almost 100%. . In the United States, a study published in Nature Communications found that while 66% to 80% of the public support major actions to mitigate the effects of climate change, they rate the level of support on average at only 37% to 43%. All of this can lead to a lack of coordinated response.
Meanwhile, a report by InfluenceMap (via CNN ), an energy and climate think tank, found that “the amount of climate-positive messaging used by the Big Five oil and gas companies ... is out of step with their spending on low-carbon technologies. PBS Frontline's three-part documentary The Power of Big Oil examines the allegations that have caused a storm in the industry.
The media is now dominated by net zero promises and green messages. In my opinion, some of these companies have chosen to focus on sustainability initiatives while ignoring the larger business strategies at stake. Behind each of these campaigns is a public relations professional or marketer who simply creates them and does their job.
So, isn't it time for marketers and PR people to take an ethical oath? Isn't it time to consider our work and its impact beyond our immediate activities in a broader perspective? Isn't it time to take an honest look in the mirror and ask yourself, "Is my work having a positive or negative impact on the world?"
Marketing and advertising professions have become the least trusted professions. According to a 2020 Gallup study, advertisers in the United States are rated higher than just car salesmen and members of Congress in the public's perception of their integrity and ethical standards. But the industry can still have a major impact on shaping policy, public opinion and consumer behaviour. The marketing and PR companies of big business can dictate what we believe, how we vote and what we buy. Isn't it time for industry to take responsibility to help us keep the planet livable? Isn't it time for marketers and PR people to take an ethical oath similar to the Hippocratic Oath that doctors take?
This oath goes beyond doing our jobs well and serving our customers with integrity. It can go beyond personal interests and the interests of each individual organization. I believe that this oath requires us to take a broader view of the fund of our work and the business of our clients for peace through the lens of a broader moral and ethical responsibility to humanity.
We all have preferences about where we spend most of our time and talents. I think we should challenge ourselves to evaluate our companies and customers from a broader perspective. Sometimes it can mean getting fired from a job or business. Sometimes this may mean holding the organization's employees accountable for being honest about the initiative and its impact. Sometimes this can mean condemning greenwashing to encourage accountability.
I know this is a difficult task, and I certainly don't have all the answers. However, given the impact of climate change, I do not think we need to adhere to a narrow definition of professional ethics. I hope you will join me in discussing and articulating this pledge and moving the marketing and public relations profession toward trust, integrity, and positive impact.
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