Five macro-shifts to address sustainability

Research by McCann Worldgroup Truth Central has identified five ‘macro-shifts’ the agency believes can help chart a path towards greater sustainability.

What does COP actually stand for? What is the UNFCCC?  Can you name a UNSDG? What about INDC? And that’s just the acronyms*. Define anthropogenic. Explain the biogeochemical cycle. What’s the significance of thermohaline circulation?

Such technical, scientific language abounds in media coverage of the climate crisis, Nadia Tuma-Weldon, SVP and director at McCann Worldgroup Truth Central, told the Ad Net Zero conference running alongside COP26 in Glasgow. But it’s not how ordinary people talk about it.

And they do talk about it – Truth Central’s research shows 82% of people globally believe that climate change is the biggest challenge...

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