Last Wednesday I attended Ad Week’s Climate Change Symposium. Here, the world of NYC advertising shared with the audience that it has found its niche within the climate change agenda, which is to engage ‘consumers’ and ‘internal stakeholders’ in a movement that in turn will activate policy and drive global agreements.

But honestly, my overall take-out from the symposium is that I don’t yet feel the advertising approach best leverages the possibility of ‘marketing’ today: brand leadership and innovation on key global issues; the role advocacy and citizen engagement; wholly integrated, collaborative and ground-up in approach; peer-to-peer and community platforms, service thinking and cooperative models in place of campaigns; tied to business innovation and transformation; and beyond communications to new market stimulation. Nor is it enough.

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