The majority of the public supports climate action and the need for government and business to commit to Net Zero targets. But what role does advertising and marketing have to play? And what will be the impact on marketing budgets?
While it may be easier simply to ignore climate action, the fact is the world is on course to achieve Net Zero emissions in the next ten to twenty years. So, rather than stick your head in the sand, it is important to understand what this means for marketing and particularly for marketing budgets, as the cost of GHG emissions becomes a tangible cost to business.
To help people who are not currently directly working in the sustainability division of the company we have structured this guide into three parts. This will help the marketing community better to rewrite their strategies to support Net Zero targets.
1. Explaining the language around Net Zero Carbon Emissions.
To get you started, we have translated into marketing terms the standards and reporting requirements covering Net Zero Targets which are by necessity detailed.
2. How Corporations are Structuring and Communicating their Net Zero Targets.
In the second article in this series, we explain what’s included and what is not, the pitfalls and the way this affects marketing. And why marketing has its part to play beyond managing brand reputation and what possible outcomes you could be aiming for.
3. The Dos and Don’ts of Marketing Activity within Net Zero Targets.
The final article outlines the opportunities available to all forward-thinking marketing practitioners. This includes why lowering carbon emissions in your supply chain will lead to better targeting and therefore better value from your budget, rather than losing it paying often miscalculated off-set costs.