Advertising and sustainability: a new paradigm

Mike Longhurst

Mike Longhurst believes that a new paradigm exists which now governs people's expectations of brands and the advertising that supports it.

Advertising And Sustainability: A New Paradigm

Mike LonghurstMcCann-Erickson

A recently emerging issue facing companies is sustainability; that is, the economic, social and environmental well-being of the planet. This article takes a look at how this affects our businesses of marketing and advertising, and also how it creates a new paradigm, and a new set of rules and expectations for our sector.

It is fair to say that we have all seen the groundswell of anti-capitalism and anti-globalism. Brands and corporations can be described as the lightning rods that attract the criticism in this battle.

As the public face of...

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