Beyond “Sustainability”: How to Engage Non-Activists in the Climate Challenge
Ally Kingston and Louise McLaren
New research unlocks fresh insights into 42% of the UK population – moderate citizens whose voices aren’t typically part of online climate dialogue and who aren’t necessarily being actively considered by brands and by the advertising industry.
If you’re working in advertising in late 2021, you may well find yourself with an inbox full of sustainability briefs. And while that’s excellent news for the planet in theory, it can be a challenging topic on which to connect.
Often, creative development...