Adland Must Shift Climate Change Language, As Fossil Fuel Client “Dilemma” Persists

Agency and marketing leaders have emphasised the urgency of transforming climate change messaging, and position responsible behaviours as not just appealing, but essential.

"When you talk to marketers one-on-one, they will tell you that the environment and the climate crisis are of high priority on a personal level,” Rebecca Darley, the chief marketing officer at Domain, said.

“But when it comes to that business question, it becomes difficult. Is it complexity? Is it just too much to do? Is it a low priority?”

Rebecca said there is an opportunity for proactive marketers to ensure sustainability and climate are a key consideration in campaigns.

“We can certainly wait until it's mandated, but what could we do as an industry now to make it easier for marketers to consider the issue of the climate crisis?”

Newly-minted DDB Sydney chief strategy officer Rupert Price said there are immediate changes advertisers can make today: reframe the language of climate communications.

"The simplest thing we can do tomorrow is change our language,” Rupert explained at the SXSW Sydney event.

“Changing the terminology we use around this subject makes it more of a reality and more urgent than we're currently treating it.

“We have to be aware that we influence changing people’s minds.

“Let's let go of ‘climate change’. [At DDB] we’re going to use the term 'climate crisis’, because that's the reality of the situation.

“Let's not talk about 'climate change sceptics' – if you don't believe that the climate is changing, then you are a climate change denier.

“Even just changing the language and terminology that we use regularly has a significant impact on how we think about these problems and how we respond to these challenges."

Sheryl Marjoram, DDB Sydney’s CEO, said the question of whether agencies should resign, or decline to work with, certain categories of clients is a difficult one.

“When it comes to the kind of clients that we work with and the kind of businesses that we choose to associate with, it's a dilemma, right?

“The easiest thing would be to walk away [from fossil fuel clients], but if we walk away, we're not in the room. If we're not in the room, we're not able to influence those decisions and some of those outcomes that we can be a part of.

“Change is inevitable. Change will come.

“It'll either be driven by legislators, in which case, the choices can be made for us, or we can choose to be in the room and make those choices together."

Sheryl was ultimately optimistic about the role the industry has to enact positive change.

"We need to get our own house in order, and to make sure that we are measuring our own impact and can be accountable to that,” Sheryl said.

Last week, DDB Sydney announced it would be partnering with Change the Brief to embed sustainability in the agency and creative process. A group of 20 ‘Green Champions’ will lead a six-week information program, and will share their insights with clients. The agency said it is also installing a beehive on the roof of its Sydney office, and running ‘Green Week’ initiatives.

“Advertising has the power to shape narratives and influence behaviour,” Rupert added.

“The most effective way to get people to engage in a topic or for them to feel encouraged to change their behaviour.”