Five macro-shifts to address sustainability

Brian Carruthers

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands