This post is by Darren Woolley, Founder and Global CEO of TrinityP3. With his background as an analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader in optimizing marketing productivity and performance across marketing agency and supplier rosters.
The world is facing a climate crisis.
Those words are stark. Alarming. But unfortunately, true. The world of communications and advertising is all about words. Using words and images to persuade an audience.
Persuasion is powerful. It can be used for good. To change unhealthy or antisocial behaviours. To grow businesses and brands. Or it can be used for evil. To mislead and deceive. To take advantage. To do harm, mentally, physically and emotionally.
It is the Peter Parker Principle – “With great power comes great responsibility”. Therefore, the time has come to make a stand as a communications professional and as a communications company and declare your support for the climate and the environment.
Comms Declare is an organisation where communications professionals and companies (public relations, media agencies, advertising agencies and the like) can declare their support for climate action and make a stand against using the persuasive skills of the communications profession to develop and spread misinformation, lies and propaganda to further the interest of the major polluters who benefit from inaction on the climate crisis.
But why should you declare?
1. You would have the support of the majority
A recent poll showed that 79% of Australians care about the issue of climate change. 82% worry that continued inaction will result in future bushfires as were experienced in Summer 2020.
As communications professionals, we pride ourselves on understanding and relating to the thoughts, fears and emotions of consumers. Declaring your support for the climate would be a visible declaration of your alignment with the mood of the population. Declare now.
2. Your employees and staff will rally to the cause
Declare for your company, business, agency or organisation and your staff will be encouraged to rally to the cause. After all, 79% of your staff are likely to care about the issue of climate change and want to be able to take tangible action through their place of work and their profession. It is time to declare for the climate, not just for your organisation, but as an individual too. Declare now.
3. It’s the right thing
The climate crisis is not a matter of opinion. The science is in on man-made climate change and we are facing an environmental catastrophe. This is not about the future; the consequences are happening now. We witness it in the news every time there is another environmental disaster, from floods to drought, storms and bushfires.
Which side of history do you want to be on? The person who used their skills and abilities to support climate delay and denial? Or the person who stood up for what was right? It is time to declare. Declare now.
4. We’re running out of time
As you can see from the climate clock, time is running out. The question for you is, when will you make a stand? Or more importantly, what will it take for you to take action? While the man-made change in the climate has now been traced back to the start of the industrial revolution and the burning of fossil fuels, the issue has been in the global consciousness and been actively discussed in the media for several decades now. So, what is stopping you? Declare for the climate now.
5. It is more effective to be public than private
Sure, privately you are concerned about the climate crisis. Privately you fear the impact unchecked greenhouse gas emissions are having on the environment. Privately you wish there was something you could do. Privately you worry about the future for your children and your grandchildren.
But doing this privately is a huge waste of time and energy. As a communications professional you have the skills and the capabilities to change opinion and bring about change. Isn’t that what you say to your clients every day? So, it is time to take a stand and be a leader. Doing so will encourage others to follow. Declare now.
6. It is practical and tangible action
I know that taking action on the climate crisis can feel like a huge challenge. How can my small contribution to reducing greenhouse gas emissions make any kind of significant impact on the global problem? It is exactly the type of propaganda the major climate polluters want you to believe. If your contribution feels insignificant, then why make the effort?
But you are not just anyone. You are a communications professional. Each day you go to work to assist your clients to shape public opinion, inform consumers on the options available, present your client’s product or service in the best and most convincing way. So, while reducing your personal greenhouse gas emissions may be a small, but important step, declaring for the climate is a huge step as you bring your unique skills and abilities to the task. Declare now.
7. Do it for your clients
Just as the majority of consumers care about the climate crisis, increasingly investors, company boards and senior management are also reading the writing on the wall and looking for how they need to transform their businesses to achieve reduced or net-zero emissions.
While corporate strategy is working to communicate these efforts and procurement is increasingly addressing supply chain emissions, greenhouse gas reductions, marketing is often either overlooked or considered not to have a significant contribution to make. Yet, you will be surprised how many opportunities present themselves to help your clients on this topic when you join the conversation and declare. Declare now.
8. Do it for your future success
The fastest-growing sectors in business are those addressing the climate crisis. From sustainable sources of energy to life-cycle product engineering and manufacturing and more, the smart investment money is moving away from the old fossil fuel polluters to the new net-zero emission categories and innovations.
These are the businesses of the immediate future and the ones who will be choosing communication partners who are also committed to a net-zero sustainable future. By declaring today, you are hanging out the shingle that says open for this future business. Declare now.
9. An opportunity to go from fear to optimism
At the moment, all you hear about the climate crisis is the fear-mongering of the vested interests of both sides of the argument. The carbon and climate polluters are telling you that without their continued pollution the world as we know it will end. Electricity will fail and essential supply chains will be lost. On the other side, some climate activists claim that if we don’t achieve net-zero emissions this decade, the climate will collapse into chaos.
In the middle, it can feel hopelessly pessimistic. But once you declare for the climate you find a much more optimistic perspective. Joining a community of like-minded communication professionals all dedicated to using their persuasive skills to bring about positive climate action is certainly a positive experience. Declare now.
10. Do it because you can
Okay, so you may not own your own business. You may work for a large global company where the decisions are made on the other side of the world. And the decision is – is it better to stick with fossil polluters, rather than do what you know is right. They are most likely the same companies that continue to work for tobacco companies and put profits before ethics.
But that does not mean you cannot make a personal stand. Very few employers will make you work on projects that are against your beliefs or ethics. (Imagine having an animal lover working on a fur account.) All it takes is for you to make a stand and declare you are against the continued climate damage caused by climate polluters. There is no more definitive way to do that than to declare. Declare now.
Let me be clear and transparent. I have declared as an individual and for our organisation, for all of these reasons and more. Since 2007, we have been actively supporting marketing and marketers and their agencies globally in addressing the climate crisis. We want you to join us. Declare now. https://commsdeclare.org/declare/
Is your marketing strategy aligned to your company’s sustainability policy? Do you measure and optimise your carbon emissions? Find out how we can help