The concept of achieving net zero has become increasingly popular in recent years, as brands, businesses and audiences alike become more aware of the compound impact of human activities on the environment. But is there only one way for ad land to ultimately combat the problem? Is the only true path to net zero a world with no more products and no more ads?
Patagonia's Senior Global Director of Marketing, Vincent Stanley, argues that while reducing consumption and production levels can help reduce greenhouse gas emissions, it is not the only path to achieving net zero. In fact, he suggests that reducing consumption and production levels alone may not be sufficient to address the urgency of the climate crisis.
Stanley believes that the key to achieving net zero is to focus on making products and services that are sustainable and regenerative, and to promote these products and services through advertising that educates consumers on their impact on the environment. He argues that companies can still create products and advertise them, but they must do so in a way that is environmentally responsible and promotes sustainable behaviours.
Patagonia, a clothing company that has made sustainability a core part of its brand, is a prime example of a company that has taken this approach. Patagonia has developed a reputation for producing high-quality products that are designed to last, and for promoting sustainable behaviours through its advertising campaigns. The company has also invested in renewable energy and has committed to becoming carbon neutral by 2025.
In addition to focusing on sustainable products and advertising, however, there are other paths to achieving net zero for all corners of the industry:-
Reducing consumption levels
One way to reduce greenhouse gas emissions is to reduce consumption levels. This can be achieved by using less energy, reducing waste, and choosing more sustainable products. This can be achieved by reducing the amount of packaging used, recycling, and composting. Choosing more sustainable products, such as those made from recycled materials, can also help reduce waste.
Reducing production levels
Reducing production levels can also help reduce greenhouse gas emissions. This can be achieved by producing fewer goods or by producing goods that are more durable and longer-lasting. Using recycled materials can also help reduce the need for new production.
Reducing advertising levels
The production and distribution of advertising materials, such as flyers, billboards, and television commercials, can all contribute to emissions. However, it is important to note that advertising can also be a tool for promoting sustainable products and behaviours.
Alternative paths to net zero
While reducing consumption, production, and advertising levels can help reduce greenhouse gas emissions, they are not the only path to achieving net zero. There are many other factors to consider, such as renewable energy, energy efficiency, carbon capture, and storage technologies.
Renewable energy
Renewable energy, such as solar, wind, and hydroelectric power, can help reduce greenhouse gas emissions by replacing fossil fuels. In addition to reducing emissions, renewable energy can also create jobs and stimulate economic growth.
Energy efficiency
Improving energy efficiency in buildings, vehicles, and appliances can also help reduce greenhouse gas emissions. This can be achieved by using energy-efficient lighting, insulation, and windows in buildings, using hybrid or electric vehicles, and choosing appliances with the Energy Star label.
Carbon capture and storage
Carbon capture and storage technologies can also help reduce greenhouse gas emissions. These technologies capture carbon dioxide emissions from power plants and other sources and store them underground.
Let’s be honest, while we are living in an increasingly digital world, physical products are always going to exist, and advertising isn’t always going to be completely waste-free. Ultimately, it will take a combination of approaches and collaboration between governments, businesses, and individuals to address the urgent climate crisis and achieve net zero. Having brands such as Patagonia leading the charge is certainly a good start.
