Push advertising companies to abandon large oil clients


Here is one To be completely correct: Between 2015 and 2019, oil and gas companies doubled their share of capital expenditures for renewable energy and carbon capture technologies.This is the chaser: this accounts for Less than 1% According to data from the International Energy Agency, Big Oil’s overall capital investment; 99% still Went to oil and gas.

The additional context depicts the investment of fossil fuel companies in green energy.Now, as the state and district courts organize Ongoing litigation Against large oil companies Mislead the public Regarding its role in climate change, a new alliance is being established between the public relations and advertising agencies responsible for corporate messaging.

Duncan Meisel is the director of Clean Creatives, an alliance of advertising, public relations, and marketing professionals that aims to Reject the contract With fossil fuel companies. Meisel said the idea of ​​the promise came after years of working with environmental non-profit organizations in which progressive messaging activities are often opposed by the oil industry talking points of well-funded public relations firms.

“Individuals in the creative industries have the right to talk to their leadership, the organizations they work with, and have them stop promoting the companies that are most responsible for climate change,” Messer said. So far, more than 300 individual workers and 120 organizations have signed the pledge.

“Shell may come to us with a $1 million contract, and we are abandoning it,” said Roger Ramirez, chief growth officer of Mustache, a New York advertising agency that signed the promise earlier this year. Ramirez said it was not an easy decision because “the reality is that the business was not established to maintain rejection of potential large-scale events.”

Although Ramirez and others in the agency have long supported social causes, Cognizant, the agency’s parent company, has reservations. Mustache has approximately 60 people and is a medium-sized organization owned by a multinational parent company that cooperates with fossil fuel companies. In the past, Mustache also undertook some of these contracts, which made the promises even more abrupt.

“This is definitely an obstacle for us and requires a lot of conversation,” Ramirez said, describing several months of conversations between Mustache and Cognizant employees.

The Mustache team eventually persuaded its owners to link Clean Creative’s commitment to its previous commitment to diversity and racial justice, and believe that racial justice should include environmental justice and sustainability.

Adam Lerman, deputy creative director and chairman of sustainability at Mustache, said that most advertising agencies have similar structures, which means that the promise of sustainability—no matter how big or small—means to persuade superiors. Leman recommends starting the conversation by emphasizing how leaders’ goals align with their careers, even if they don’t realize it.

“If you can determine the common interest and provide legal, verifiable evidence, say,’Hey, this thing we care about is related to another thing, if we do A and B at the same time, we are actually hypocrites,’ this It may be a method.”

Since 2017, some state and local governments have been embroiled in ongoing legal battles with oil and gas companies, accusing them of misleading the public regarding the role of fossil fuels in climate change.Although no advertising agency is listed as a defendant, the complaint Specify 15 campaigns As misleading, this means that the institution that initiated these activities may be involved in the case.

In August, the American Advertising Agency Association Release guide Point out the Federal Trade Commission’s standards to organizations that avoid greenwashing, which is to have “reliable evidence” to support environmental claims. Alison Pepper, the group’s executive vice president for government relations, said there is a “gap” between the Federal Trade Commission’s rules on “reliable evidence” in support of claims and consumer expectations. She said the organization has urged the FTC to further clarify its rules on environmental claims to reduce greenwashing.


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