{"id":5689,"date":"2023-10-18T01:16:54","date_gmt":"2023-10-18T05:16:54","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/10\/18\/mad-bad-and-dangerous-to-know\/"},"modified":"2023-10-09T08:20:16","modified_gmt":"2023-10-09T12:20:16","slug":"mad-bad-and-dangerous-to-know","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/mad-bad-and-dangerous-to-know\/5689\/","title":{"rendered":"Mad, Bad and Dangerous to Know"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Andy Last, Executive Partner, Purpose &#038; Sustainability at <a href=\"https:\/\/www.mullenlowe.co.uk\/\">MullenLowe<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s nothing new about climate change or social justice. They\u2019re issues that have affected people and the planet we share for hundreds if not thousands of years. The thought that these might be topics for brands has, however, arrived more recently.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take a year like 1968.\u00a0 The year Bill Bowerman designed the world\u2019s first track shoe, the Nike Cortez; when Lego extended its brand into theme parks with the first Legoland; and when Unilever launched a new \u2018U\u2019 logo for its corporate brand. 1968 was also the year of \u2018Earthshot\u2019, the first picture of the Earth from space, an image that helped kick-start the modern environmental movement. And the year of the then most far-reaching piece of social justice legislation in America, the Civil Rights Act in the wake of riots following the assassination of Martin Luther-King.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Climate change and social justice aren\u2019t new issues.\u00a0 But in 1968 brands could get along just fine without worrying about them. Nike didn\u2019t have to talk about civil rights, Lego didn\u2019t have to worry about the impact of billions of plastic bricks, and Unilever didn\u2019t have to worry about palm oil.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Things have changed since then.\u00a0 Gradually at first, and then suddenly.\u00a0 Brands like The Body Shop and Ben and Jerry\u2019s emerged in the 1970s, built on championing fairness and the planet. Oil companies sometimes came under attack from Greenpeace. But social justice and climate change weren\u2019t mainstream.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Then came 2020. COVID didn\u2019t create these issues, but it did make them impossible to ignore. COVID didn\u2019t make civil rights more important, but it did create the environment in which the death of George Floyd was impossible to ignore. For brands to be silent on Black Lives Matter was to be complicit, tweeted Netflix.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Nor did COVID create the climate emergency.\u00a0 But it did show the impact we have on the planet and what can happen when we\u2019re forced to pause. And the postponement of the 2020 UN Climate Change Conference (COP26) in Glasgow to the following year resulted in what could be called the first Finance COP \u2013 climate change moving to the centre of government, to questions for finance and prime ministers not just environment departments.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">2020 didn\u2019t make social justice and climate change important. But it made them important for all brands. That\u2019s why people miss the point when they say brand purpose doesn\u2019t matter. Brands that ignore the impact of social and environmental issues \u2013 with social justice and climate change at the fore \u2013 won\u2019t survive to see what will happen if their corporate owners ignore them.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Why? Because woke Gen Z consumers will insist on choosing only progressive brands and pay more for the privilege? No. Gen Z will grow older, take on more responsibilities, and behave as countless generations have before them. It\u2019s the other headwinds that will force brands to be proactive on social and environmental issues.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because regulators from California to China are passing climate laws forcing businesses to cut emissions. Across Europe and the UK, legislation from right and left-wing governments is leading to businesses having to reduce emissions, use fairer supply chains and avoid greenwash in their advertising.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because customers are forcing their suppliers to change.\u00a0 In 2001, UK retailers cancelled over \u00a37 billion of contracts because of concerns over suppliers\u2019 ethical or environmental performance.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because start-ups can take easy aim at established brands through social and environment first claims, from Tony\u2019s Chocolonely\u2019s \u2018slave-free\u2019 attack on Kit Kat and others to Chilly\u2019s taking on Evian.\u00a0 Big Chocolate, Big Water and Big Brands everywhere \u2013 no longer protected from scrappy start-ups by the old barriers to entry of big advertising budgets, big factories and big distribution networks \u2013 are having to comply to compete.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And because of the biggest headwind of all, coming from Wall Street and The City \u2013 places not previously known for their progressive take on environmental and social issues.\u00a0 Investors are tracking the environmental, social and governance (ESG) performance of the companies they hold shares in, not because they want to do the right thing, but because investing in a business that doesn\u2019t have its house in order on emissions is too risky. And investing in a company that doesn\u2019t understand the new social compact and act on it (fair supply chains, diversity of opportunity, transparency in doing business) stores up unwanted problems.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Businesses are being forced \u2013 by their customers, by their governments, by their shareholders \u2013 to invest in sustainability, to reduce emissions and inequalities.\u00a0 This system change is only going in one direction, with pressure groups and punchy start-ups pointing the way that individual consumer and employment choices will follow.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And once businesses have been forced to make those investments \u2013 reduced emissions and fairer supply chains do cost \u2013 then the questions move to the marketing department: how do we get a return on this investment?\u00a0 How do we protect our reputation and make sure people see we\u2019re not the bad guys?\u00a0 How do we change the market so less scrupulous competitors can\u2019t undercut us?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s what we\u2019re seeing now with the headlong rush to purpose marketing and with awards ceremonies overflowing with do good campaigns.\u00a0 These are brands trying to answer the new questions forced by corporate investment in ESG.\u00a0 And the results are a mixture of mad, bad and dangerous to know.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The mad campaigns where brands that have painstakingly built a clear positioning with established messaging and tone of voice, suddenly start championing random acts of altruism.\u00a0 The bad brands, paralysed by fear for getting woke wrong, who say nothing and whose silence is taken for guilt \u2013 \u2018to be silent is to be complicit\u2019.\u00a0 And the dangerous to know fashion brands trying to greenwash their troubles away by appointing a Kardashian as sustainability advisor.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brand communication needs to be brilliantly simple; climate change and social justice are really complex.\u00a0 It\u2019s not easy to combine the two.\u00a0 But it is possible.\u00a0 We\u2019re the first ad agency to have a sustainability consultancy fully integrated inside. We won\u2019t be the last. Our job is to make the complex simple and the simple compelling \u2013 to take the \u2018risky\u2019 and \u2018boring\u2019 out of brands addressing these now non-optional issues.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The vast majority of governments \u2013 the European Union plus 193 other nations \u2013 signed the Paris Agreement in 2016 to get to net zero carbon emissions by 2050.\u00a0 \u00a0Companies are being forced (by regulations and ESG investment criteria) to make their own Net Zero plans.\u00a0 The result of this will be that the number of brands who don\u2019t get sustainability will be net zero sooner that we think. It happens gradually then suddenly.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Businesses are being forced \u2013 by their customers, by their governments, by their shareholders \u2013 to invest in sustainability, to reduce emissions and inequalities.\u00a0 This system change is only going in one direction, with pressure groups and punchy start-ups pointing the way that individual consumer and employment choices will follow.<\/p>\n","protected":false},"author":7,"featured_media":5690,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-5689","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - 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