Not-so-global warming: Why brands need to look local for global impact

This article provides key advice to enable brands to speak confidently and credibly about climate change to consumers.

Europe has been a tale of two halves in the summer of 2022. As the UK breached 40 degrees Celsius for the first time and France suffered a ‘heat apocalypse’, much of Russia was experiencing temperatures 10 degrees below the annual average. In the Middle East, Yemen and Iran have suffered deadly floods, just days after a heatwave abated. This shouldn’t come as a surprise. As language has shifted from warning of ‘global warming’ to ‘climate change’ or ‘crisis’, awareness has grown that extreme weather in both directions is more likely.

Context is everything in sustainability because it’s a human...

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