The most recent report from the Intergovernmental Panel on Climate Change (IPCC) declared “a code red for humanity”. To avert the most catastrophic effects of climate change, it’s vital – for all humans and creatures alike – that we successfully halve greenhouse gas emissions by 2030.
The problem is no one understands what this looks or feels like.
People want to play their part but halving emissions feels like an overwhelming task. And, when you consider that 60% of emissions are from household consumption, the advertising and marketing industries, whose purpose is to drive consumption, starts to feel incredibly problematic. .
If consumption is driving climate change, it’s crucial that leaders in our industry come together to reflect on the tension this creates and the shifts that are needed for us all to contribute towards halving emissions for 2030. But, with that all said and done, where do we even start?
The future needs a rebrand
Currently, the future has an image problem. Instead of terrifying, dystopian futures, we need compelling visions of what our world could look like. We need to see and feel what a good life can be like in 2030.
In consultation with the British public, Purpose Disruptors, a network of advertising insiders, have researched what people’s visions of 2030 are to understand what a good life in 2030 would look like.
Based on these findings, three adverts for 2030 have been created collaboratively with Iris, McCann and Gravity Road that create new visions of “a good life in 2030”.
The big screen
Impressively, out of over 4,000 entries, the campaign was selected to showcase the ‘Good Life 2030’ work at COP26 in Glasgow.
On 12 November at 10am, ‘Advertising a Good Life 2030’ will be showcased for an hour live at COP26 on the day dedicated to culture. Shown live on the biggest stage – the IMAX cinema – the documentary will also be live-streamed globally for world leaders and business leaders to watch. And the other super exciting bit? You can take part too, wherever you are.
Julie Reid, our Head of Strategy and volunteer with Purpose Disruptors, said: “Participating in COP26 is a massive opportunity to show the world that we, in the advertising and marketing industry, are serious about tackling climate change. We want people in our industry to feel energised and actively harness their creative superpowers to really do something about the climate crisis. But we also want those who can’t attend COP26 to live stream and to participate in this monumental piece of work.”
If you want to take part, visit https://www.goodlife2030.earth/cop26 for more information.