The ad industry stands accused of being responsible for much of the planet’s environmental and social problems. A story in Campaign suggests that many now see the industry’s future role as redemption. Mark Earls argues that advertising’s contribution to the world should be offering desirable ethical alternatives. Earls offers ad land some advice on how to avoid becoming in his words, “a complete pariah”. He says agencies should be much more selective about which brands they work with, as the industry has done with tobacco. Agencies must take a more challenging attitude towards clients when addressing green matters too. “Sustainability represents the single largest opportunity for forward thinking business today,” says Fernando Rodes Vila, chief executive of Havas.

Thanks to Paula Bjork for this story. Paula is Swedish but doesn’t look it.


Image credit: www.motifake.com/tags/evil

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