Decarbonising media: how to turn greenwashing into greenworking
June Cheung, JAPAC MD of Scope3, offers three ways in which the ad industry and brands can turn greenwashing into greenworking.
As we move towards 2023, there’s much greater awareness around the role of the ad industry in helping to slow-down climate change. Sustainability is one of the six key focus areas of IAB Australia for next year and the topic has also shot up the priority list for most responsible brands and agencies.
The increasing focus on decarbonising media and advertising is a positive for both our industry and our planet. However, with awareness comes scrutiny – and scrutiny comes with its own inherent risks.
The most prominent risk to date has been greenwashing (defined by Investopedia as “making an unsubstantiated claim to deceive consumers into believing that a company’s products are environmentally friendly or have a greater positive environmental impact than they actually do”.)
