Post by account_disabled on Feb 14, 2024 6:21:33 GMT -5
The growing trend towards sustainability has led many communication agencies to join the movement. However, according to industry professionals, many lack solid knowledge on the subject, according to Eco Business .
At an event organized by Clean Creatives in Singapore, the lack of sustainability expertise in communication agencies and the risks associated with it were highlighted. While the note focuses on Asia, this issue is not limited to the region and highlights the global need for agencies and clients to take steps to ensure authenticity in sustainability claims .
Sustainability on the rise
At the event of Clean Creatives , a non-profit India Phone Number List organization based in the United States, whose objective is for agencies, advertisers and advertising and public relations professionals to disassociate themselves from the fossil fuel industry, industry professionals highlighted their concern about the prevalence of unsubstantiated environmental claims in advertising in Asia.
Carolina Rodriguez, executive director of creative agency focused on sustainable development Dilicidar, shared her experience entering the advertising world, describing it as “an insane experience.”
He noted that while there is enthusiasm for sustainability, both clients and agencies lack a full understanding of the topic. This lack of knowledge, astutely compared by Rodriguez to “teenage sex,” reflects a desire to appear committed to sustainability without truly understanding how to address it.
“[Sustainability] is like teenage sex. Everyone wants to be perceived as if they are achieving it. But no one knows if they are doing it right and there is no type of adult supervision.
Carolina Rodriguez, executive director of the creative agency Dilicidar.
Don't hire agencies that don't understand sustainability: Sustainable communication experts
Qiyun Woo, a creative communicator in Singapore and a consultant for carbon measurement firm Unravel Carbon, also agrees that you should never hire communications agencies that don't understand sustainability, and highlighted some alarming issues.
The creative revealed that she had received briefs from agencies that contained false environmental claims. This not only jeopardizes the credibility of sustainability communicators, but also suggests a lack of diligence on the part of agencies in verifying client claims, she emphasized.
In this regard, Woo advocated for raising the level of sustainability knowledge within agencies, highlighting the growing concern that many are misrepresenting or falsifying sustainability claims due to low awareness in the industry.
"I've had to say [to the agency], 'I can't say this because it's not true and it affects my credibility as a sustainability communicator,'" Woo said, adding that she has received reports from agencies that wrongly claimed their clients have net goals. zero, referring to cutting greenhouse gas emissions until they are as close to zero emissions as possible.
Social Responsibility of communication agencies
Woo said he doesn't blame communications professionals for having misconceptions about sustainability reporting, because he sometimes finds it difficult to navigate the technical terms and jargon.
Natalie Seisser, founder and creative director of ANEWKIND in Singapore, noted that creative agencies often have little power to challenge their clients' sustainability claims as they are at the end of the value chain. This lack of ability to challenge claims may contribute to the overall greenwashing problem .
At an event organized by Clean Creatives in Singapore, the lack of sustainability expertise in communication agencies and the risks associated with it were highlighted. While the note focuses on Asia, this issue is not limited to the region and highlights the global need for agencies and clients to take steps to ensure authenticity in sustainability claims .
Sustainability on the rise
At the event of Clean Creatives , a non-profit India Phone Number List organization based in the United States, whose objective is for agencies, advertisers and advertising and public relations professionals to disassociate themselves from the fossil fuel industry, industry professionals highlighted their concern about the prevalence of unsubstantiated environmental claims in advertising in Asia.
Carolina Rodriguez, executive director of creative agency focused on sustainable development Dilicidar, shared her experience entering the advertising world, describing it as “an insane experience.”
He noted that while there is enthusiasm for sustainability, both clients and agencies lack a full understanding of the topic. This lack of knowledge, astutely compared by Rodriguez to “teenage sex,” reflects a desire to appear committed to sustainability without truly understanding how to address it.
“[Sustainability] is like teenage sex. Everyone wants to be perceived as if they are achieving it. But no one knows if they are doing it right and there is no type of adult supervision.
Carolina Rodriguez, executive director of the creative agency Dilicidar.
Don't hire agencies that don't understand sustainability: Sustainable communication experts
Qiyun Woo, a creative communicator in Singapore and a consultant for carbon measurement firm Unravel Carbon, also agrees that you should never hire communications agencies that don't understand sustainability, and highlighted some alarming issues.
The creative revealed that she had received briefs from agencies that contained false environmental claims. This not only jeopardizes the credibility of sustainability communicators, but also suggests a lack of diligence on the part of agencies in verifying client claims, she emphasized.
In this regard, Woo advocated for raising the level of sustainability knowledge within agencies, highlighting the growing concern that many are misrepresenting or falsifying sustainability claims due to low awareness in the industry.
"I've had to say [to the agency], 'I can't say this because it's not true and it affects my credibility as a sustainability communicator,'" Woo said, adding that she has received reports from agencies that wrongly claimed their clients have net goals. zero, referring to cutting greenhouse gas emissions until they are as close to zero emissions as possible.
Social Responsibility of communication agencies
Woo said he doesn't blame communications professionals for having misconceptions about sustainability reporting, because he sometimes finds it difficult to navigate the technical terms and jargon.
Natalie Seisser, founder and creative director of ANEWKIND in Singapore, noted that creative agencies often have little power to challenge their clients' sustainability claims as they are at the end of the value chain. This lack of ability to challenge claims may contribute to the overall greenwashing problem .