neighbourhood, and by personalized email to contacts who in turn have passed it on to others in their workplaces. So by multiplying his actions in this way, Winter is effectively compensating for his remaining emissions and those of his family.


“We really are enjoying ourselves and I am looking forward to seeing our future bills to see what the change is. But one of the greatest aspects of this whole exercise is that I can see my three sons growing up now with a different attitude. They are genu- inely excited about the whole eco thing now,” Winter said.


The INOXIA advertising agency, based in Bordeaux, France, also sees climate neutrality as something that ripples through its influence on others—in this case its clients—as well as involving the direct activities of its own business.


The company has set targets for reducing its own emissions, by 20 per cent in 2 years, for example by subsidizing public transport use for its staff, using the train for business travel and operating a bicycle pool.


“Not all brands should look green—in fact probably too many are trying too hard!—but that doesn’t mean they shouldn’t act green.” —Monna Nordhagen, Brandlab


INOXIA’s Jean Marc Gancille says that by taking this kind of action now, the company is anticipating inevitable constraints that will come with tighter climate-related regulation in the future—such as a carbon tax. “We invest in research and development on the topic that will bear fruit when new laws are introduced,” says Gancille.


But INOXIA also specializes in running advertising and media campaigns for activities that genuinely benefit the environ- ment—and specifically counsels against the “greenwashing” that is often associated with the private sector’s approach to climate change. Gancille says the agency has recently gained contracts from national chains needing expertise in commu- nicating positive actions related to climate change.


40


“Until now, the resources of creative agencies have been at the service of an economy that generates social inequalities, wastes resources, encourages excessive consumption—and they have been very effective at it! This ingenuity can now be used to serve the issues of our time and help to change attitudes and perceptions of happiness, success and progress, by highlighting the limits on our resources and global warming,” says Gancille.


INOXIA has helped to set up a network of environmentally and socially innovative public relations professionals in France—and it no longer works with companies that take an irresponsible attitude towards the environment.


For the Norwegian marketing and communications company Brandlab, promoting climate-friendly practices to its clients is the greatest contribution it can make.


Brandlab’s Monna Nordhagen says, “This is the most important thing we do. We are a small company in offices heated by clean power and with limited airmiles. Our own impact is marginal—even though we try to have as small a footprint as possible anyway.


“Making a lot of effort for further reductions will produce marginal results. Our work for clients is overwhelmingly more important. We would prefer to focus on where we can have most impact—the advice we give to clients about reducing their own carbon dioxide emissions.”


For example, Brandlab recommends online advertising instead of print materials and direct marketing to reduce both costs and carbon footprint. The agency has also developed ideas for climate-friendly corporate gifts like mugs to replace disposable cups and solar-powered mobile phone chargers, and packaging concepts that minimize environmental impacts. It further advises clients to choose environmentally responsible suppliers.


“Not all brands should look green—in fact probably too many are trying too hard!—but that doesn’t mean they shouldn’t act green,” concludes Nordhagen.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50