Lars Voedisch’s Post

Happy Friday! 📢 This week, ANZ is talking about… ♻ Open Media UK held their ‘Moving Media Forward: Insights From B Corps in Media’ event in celebration of B Corp month. Our ANZ UK director, Elle Chartres appeared on the speaker panel, discussing the B Corp movement in media, this year's B Corp month theme ‘this way forward’, and why events like these are so important. See here for more information on the event: https://lnkd.in/e-7nhkxa 💚 ‘Greenwashing is advertising that carries misleading environmental claims, and it’s a serious issue.’ The ANA talks about Greenwashing, and how to avoid it! In this new article, the ANA dive into the Sustainable Advertising book, co-authored by ANZ Chair, Sebastian Munden and Advertising Association's Comms Director, Matt Bourn. Also, sharing the 12 principles of the Green Claims Guide from WPP and looking at the World Federation of Advertisers (WFA) ‘Global Guidance on Environmental Claims’. See the educational article here: https://lnkd.in/eDBjrsbY 🌟 ANZ US Director, John Osborn talks about three ways advertisers can support sustainable behaviour change in an article with The Drum. These 3 include: -         Educate and Inform -         Provide positive inspiration -         Finding the ‘and’ in great messaging and design See here to take a look at these concepts and include them into your advertising plans!: https://lnkd.in/ebvFvBaZ

"Why is no one in advertising talking about sustainability anymore?" - thought-provoking article by Phoebe O'Connell on the subtle slip of climate crisis communications from the advertising agenda. It's a change I feel I've noticed subconsciously, with more 'immediate' topics taking to the stage -- cost of living crisis, rise in AI, global conflict (all of which important issues, but not that the climate crisis isn't any less urgent). Contagious' article pose some theories to Leo Rayman, Matt Bourn and Ollie Joyce as to why the industry may not be prioritising sustainability as it once was - be it the devaluation of ESG, moving onto the next 'fad' or the cost of sustainable choices. Their discussion on brands being put off by the threat of greenwashing accusations I thought was particularly interesting -- " 'The sad thing from my point of view is that good things are not being talked about because they're worried about not being perfect and getting attacked. That leads us to not sharing experiments or failures,’ says Rayman. There needs to be space for improvement, agrees Bourn. ‘There's not a lot of room for good or better, there's only perfect or terrible. And if we're going to learn from each other, as a global industry, then “better each year” is how we're going to do it.’ That’s why the cynical response to Apple’s Mother Nature film was disappointing, says Joyce. ‘If you don't have the most important brands on the planet standing up and making statements like that, and saying, look, it's not perfect, but we are driving progress, then I think we’re in a much worse place.’ " While greenwashing (and 'greenhushing' - a new term I learnt reading this article) IS a problem, I feel it begs an interesting question as to whether some brands' concern of their reputation is preventing them from taking the bolder, 'out-of-the-box 'sustainable choices. A concern that stems from society's at-times strong judgement of a "good" brand doing the "right" thing - a scepticism which has unfortunately been shaped by some bad brands genuinely doing wrong. But maybes this leaves the other, in-between brands playing it safe: not wanting to get it wrong, and therefore not even trying. (Even writing this makes me worried it looks like I'm agreeing with greenwashing brands...) "The upshot of all this is that sustainability hasn’t dropped off the radar completely — but the action is all upstream and the comms are not up to scratch." https://lnkd.in/ebRcDXFf #sustainability #environment #communications #green

✅ Regulation is coming that will help marketers to move forward with their climate communications. TL;DR version below... 1. Collaborate with industry partners like Ad Net Zero, WFA and IPG Mediabrands to progress and prepare for the changes. 2. Collaborate with colleagues to tell an authentic sustainability story, to the right audience, at the right time, and derive commercial value. 3. Collaborate with trusted NGOs to provide the platform, support research, sharpen messaging, and leverage our abilities to influence consumer behaviour. With consistent 'data to prove', marketers can embrace and celebrate climate action efforts, communicating with confidence according to consistent, concrete criteria 💪. The time, is in fact, now. #SustainableMarketing #SustainableAdvertising #ESGMarketing #SustainabilityCommunications

The Drum's editorial commitment to green advertising goes beyond #EarthDay, with guest authors, tangible solutions, and celebrating great work year round. We're not afraid to get our hands dirty by calling out agencies pitching big oil, or calling out #greenwashing in the industry. For today, let's focus on the positives. As we celebrate the beautiful plant we live on, let's work to keep her safe from climate change, ocean acidification, overconsumption, and ravaging of her resources. John Osborn, Director of Ad Net Zero US shares sustainable solutions so you can be the change: https://lnkd.in/g6iW_wJS #careaboutclimate #sustainability

Consumer expectations & the regulatory landscape around sustainability are evolving – fast. Here's how marketers & comms professionals can best navigate this change according to Jessica Marati Radparvar, founder of Reconsidered and Change Hub 🌳 Taken from our event 'Sustainability in Marketing' back in December 🌳

Rich and powerful people/corporations have opinions they can assert. Opinions don't change facts. Work will continue to establish 'The Global Media Sustainability Framework' or GMSF Thanks Ad Net Zero https://lnkd.in/eeeNWCyG

If you read anything this week, let it be this.   This article hits the nail on the head in addresses the various barriers and opportunities in sustainability today - especially within the marketing and advertising industry.   If you’ve seen other headlines, it’s clear that there are things going in the wrong direction – with major corporations walking back their emissions reduction commitments, a growing backlash against a variety of ESG issues, even impacting ESG investing.   The article insightfully covers: * the weariness around sustainability, * the questions as the proverbial rubber has started to meet the road when it comes to the complexity of emissions reduction plans, * hesitation with increasing greenwashing regulations in the EU, UK and US. * On top of this, the reality that AI is capturing the industry’s mindshare this year.   However, it’s not a universal backstep – the contributors discuss not seeing all attitudes influences by the anti-ESG movement, and feeling that the backlash is often overstated. And the major lever that we still haven’t pulled in the industry – our ability to reshape consumer demand.   “…‘Boards got slightly obsessed with [sustainability] for a bit.’ But just because the hype has been transferred onto something new (generative AI), that doesn’t mean businesses have moved on. ‘The conversation we're having with companies and agencies now, it’s proper business change stuff that is big and fundamental and deep.’ Says Leo Rayman."   “Sustainability is still a top-three priority for businesses, agrees Matt Bourn, at least among the companies that are members of the AA. ‘There's no denying that we've got a battle on our hands because of other things,’ he says. ‘We can't accept that there isn't room to talk about this as well.’”   “But something interesting is happening, which Mindshare research terms ‘accidental sustainability’. Cost-cutting behaviours such as secondhand buying, mending and repairing, reducing food waste, taking public transport and limiting energy consumption are all up. ‘We’re not talking about sustainability, which is associated with loss and sacrifice, but talking about behaviours, which happen to be sustainable, through a different lens,’ he says. The transition to a post-carbon economy poses a huge opportunity for businesses, too, says Rayman.”     Thanks to Leo Rayman at EdenLab consultancy, Matt Bourn at Advertising Association and Ollie Joyce at Mindshare for sharing valuable, on-the-ground perspectives on this important topic.   And thank you to our Ad Net Zero / Ad Net Zero US community for your ongoing support in making sure sustainability stays high on our agendas and continuing to work on the expansion of sustainability standards and best practices in our industry.   #sustainableadvertising #climateaction #sustainability #consumerbehaviorchange #AdNetZero

Our mission is to bridge the climate creativity gap through harnessing the power of storytelling for good 💚 But to bridge the climate creativity gap, we need to up-skill creatives in their sustainability communications which is why we created our landmark Greenwash Watch course. Following yesterday's vote in the EU parliament to restrict vague environmental language, below we offer tips creatives can take NOW in their sustainability marketing to avoid greenwashing. We offer full training and certification through the Greenwash Watch and invite you to join us to supercharge your creative climate impact - credibly! 🚀 "Brands can't afford to wait for legislation to come into force and those that stay quiet are missing out on opportunities to communicate credibly with audiences. The key is upskilling marketers and their agencies to get climate communications right, and we offer the pathway to achieve this." - Gill Wilson, Lead Trainer #creativesforclimate #EUgreenwashingban #greenwashwatch

🖍️ Want to future-proof your creativity? ✅ Want to be be part of the solution? ♻️ Want to help people live sustainable lifestyles? 💡Learn how to avoid greenwashing with Clean Creatives. See the post 👇👇

For our ESG and Audit network! Big news in the greenwashing space. These are new standards we have been waiting for! Are you excited to start implementing these? It creates a whole new risk and compliance structure to advise on, whether you are a technical sustainability specialist or auditor by trade.