This year's Earth Day theme is "Invest in Our Planet," which focuses on harnessing the full power of innovation to solve today’s environmental challenges. It’s about creating a new kind of economy by using the bold, collective action that is needed for a green and prosperous future.
In fact, dentsu International recently published a global study highlighting green consumer attitudes and behaviors related to climate change to better understand how these redefine environmental strategy for corporate growth. And what did they find? That sustainability has shifted from the margins and niche projects to a CEO and boardroom conversation about purpose, growth and future strategy. Brands with sustainable initiatives win consumer trust and in order to keep that trust they need to lead the climate conversations and be open about their climate impacts.
As mainstream businesses, global corporations and governments focus their attention on the climate emergency, the speed of change both required and possible is increasing with more collaborative action, innovation and education.
At dentsu X, our focus has always been the experiences and moments that bring people and brands together. We approach sustainability the same way. Agencies and brands must work together to create sustainable solutions that benefit people and our planet. Our network enables organizations to make meaningful progress when it comes to sustainability and climate change. We believe that agencies play an important role in driving real change for brands that are willing to be open about their climate impact – creating new value for them in culture & bottom-line performance that can only come from being fully transparent about what they do & don’t do; how they do it; and why they do it.
The mission of brands, platforms, and agencies who are invested and passionate about making critical change should be to get society engaged in and thinking about sustainability all the time. It also means taking responsibility in leading the innovations for sustainable technologies.
Climate change is a complex topic that has a direct, but often unseen and unquantifiable impact on people's lives. Earth Day is about putting our planet first. We’re focused on delivering success for our clients and partners through technology, data-driven insights, and proven strategies across media, advertising, and digital channels. Our mission is to expand the cultural conversation around climate change.
Our shared commitment is what drives us – and the industry – forward. The small actions we take today to defend the environment should be bold, sustainable investments that will build a greener tomorrow for all of us. And it’s on all of us, individuals to companies, to take real action towards a more sustainable future.
Learn more about the rise of sustainable media and strategies business must take to implement change in dentsu and Microsoft’s report.