Lecture 11: Climate crisis & Advertiser

Question 1

Hartman et al. Advertising as part of the problem

Why is the advertising industry part of the problem (climate change)?

Answer 1

The industry has a high carbon footprint and asdvertising has a role in driving the internet’s carbon emissions

Question 2

Purpose Disruptors | advertising as part of the problem

What are ‘advertised emissions’?

Answer 2

Greenhouse gas emissions that results from uplift in sales generated by advertising

risen by 11%

Question 3

Hartman et al. | advertising as part of the solution

What can the industry do as a solution to climate change?

Answer 3

Greening the advertising industry

promoting climate-friendly consumption through geen advertising

demarketing climate-harmful consumption

Question 4

Hartman et al. |

What’s next for the industry?

Answer 4

Toward a climate-friendly paradigm shift

fighting greenwashing

leveraging low-carbon media campaigns and advertising carbon footprint information

cutting ties with climate-harmful companies

Question 5

Purpose disruptors |

What’s next for industry?

To reduce advertised emissions, advertisers should…

Answer 5

advertise less (reduce ad spend)

make adertising les effective ( < ROI, Return on Investment)

change what is advertised

or a combination !!

Question 6

RED framework; explain it

Answer 6

a lens to consider the climate impact of exisitng prospective client by categorizing them in 3 groups

Red = high carbon brands with little opportunity to re-engineer demand towards low-carbon alternatives
Action: reduce ad spend

Amber = established brands that can accelerate the adoption of lower-carbon alternatives
Action: transaction to ad spend

Green = new and emerging brand that are sustainable
Action: increase ad spend

Question 7

Hartman et al.

What’s next fot research?

Answer 7

Defining and operationaizing concepts and constructs

Assessing the impact of advertsing on climate change

focusing green advertising research on mitigating climate change