By Gemma Bardsley, Jamie Hamill and Ed King.
Last year’s United Nations Climate Change Conference—commonly referred to as COP26—was billed as perhaps our best chance to avoid climate catastrophe. Genuine ambition was evident in finance and conservation, but the reluctance of major coal burners and exporters to phase out fossil fuels and the lack of major action to protect vulnerable communities and developing nations suggests that, as the dust settles, COP26 will be seen as an incremental rather than transformational step towards net zero.
Six months down the line, the global picture is in constant flux. However, the focus on net-zero has remained paramount within the context of a looming global energy crisis and urgent calls for a green transition. The international community appears to be galvanizing itself with the promise of global commitments in not just carbon but also plastics and biodiversity.
In the private sector—from finance through to brands—many have taken a seat at the table and committed to sustainable transformation at scale. Brands, as businesses, have a crucial role to play in decarbonizing their operations and value chains, reducing reliance on finite resources and eradicating waste.
However, the implication for brands could be far more seismic. The most recent IPCC report has set out that behavioral change has the potential to reduce global emissions by 40 -70% by 2050. Increasingly brands have a recognized role to play in helping consumers transition to more sustainable lifestyles. Using the power of purpose, storytelling and behavioral enablement, accompanied by innovation and reengineering, brands can shift the dial and help consumers adopt more sustainable choices.
Our latest report examines how brands can start to engage with the commitments coming out of COP26 and face into three key challenges: Ambition-Reality Gap; Decade of Delivery; and the Growth Paradox.
Behavioral Science, Advertising, PR, and Communications will play a major role in helping drive this positive impact. The new realities of sustainability will see a greater need for behavior change, public and consumer education, and impactful strategies that convene stakeholders around ambitious environmental and social goals. Brands are uniquely placed to build a bridge between these global commitments and everyday actions.
The Sustainability Practice within Ogilvy Consulting is uniquely placed to help brands address these issues. Read the report below and get in touch to discuss your sustainability brand challenges.