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Greening Business: Advertising Must Adapt or It Will Die

In this new and riveting analysis Seb Munden explains why advertising must dramatically revolutionise attitudes to green. Advertising could do it fast and decisively. Its survival is threatened if it doesn’t.

Advertisers must align urgently with societal values to promote sustainable options. He explains why everybody in marketing and advertising needs to become “climate literate”. They must understand green claims, greenwashing, the challenges, the must do's and the must not do's.

Bold leadership in advertising can’t evade its responsibilities. It must ensure sustainability becomes a core business focus. This will shape the consumer behaviour to drive the profound change needed to achieve green.