VILLAIN OR HERO? ADVERTISING’S ROLE IN THE NET ZERO ECONOMY

Advertising is a big reason that we have got to this point. Often described as the architects of desire, advertisers have delivered huge economic success for growing brands, but also has hardwired consumption into culture and society. How do we uncouple value creation from the consumption economy? Can what got us here really be used to get us where we need to be? This session will unpack the villainous side of advertising – consumption, fossil fuelled driven status quo, greenwashing and misinformation – as well as the possibilities for advertising to play a more positive role. Can advertising persuade audiences to buy into sustainable products and services and drive down emissions at the same time?