Katie (Risch) McAdams’ Post

The advertising industry stands at a pivotal moment. With WFA's #GARM and Ad Net Zero's Global Media Carbon framework on the horizon, we're given a unique opportunity to shift from debating methodologies to concentrating on what really matters: reducing emissions. This is our chance to craft a universally supported framework that drives the right actions. Read my thoughts in Ad Age: https://lnkd.in/du5Snswz

"Many consumers need help to understand what are sustainable products, to appreciate the benefit of making this choice, to use and dispose of the product in a way that minimizes any negative impacts, and to feel rewarded about continuing to make sustainable choices." Though the advertising industry is often seen as a large contributor to climate change, agencies have the power to bring about positive, meaningful change through their work. We had the chance to catch up with Carol stickler of Ogilvy New York about the many ways to unlock growth from sustainability and changing consumer behaviors. Read more below! #sustainability #advertising #climatechange #storytelling #interview #AdForum #Ogilvy https://lnkd.in/gnMtdMN5

Sustainability metrics now play a central role in business strategies, providing a transparent way to measure and communicate environmental and social impact. This transparency builds trust and credibility, allowing marketers to engage with their audiences who prioritize ethical consumption. #Sustainability #Marketing #ClimateAction #BBEB

Sustainability: The Ad Industry's Call to Action - Advertising has a crucial role to play to: - Promote sustainable options: Encourage "circular living" through marketing. - Fight greenwashing: Ensure transparency and genuine communication of sustainability efforts. - Industry transformation: Embrace sustainable practices and attract sustainability-minded talent. Marketers have the power to shape consumer behaviour and influence a positive shift towards a more sustainable future. Are you ready to be part of the solution?#Marketing #Sustainability https://ow.ly/G1ie50QRVwi

"Despite climate change being the single most emotive topic humanity is wrestling with, communications about sustainability are almost always dull" Are bland creative strategies hindering sustainability efforts? By focusing on surface-level messaging and imagery instead of identifying new ways to land outside of 'traditional sustainable marketing', brands risk alienating consumers and missing out on the opportunity to drive real impact. Three ways to get started: 🔮 Embrace authentic storytelling of past, present and future ❓Innovate creative strategies starting with the 'why', not the 'what' 🔗 Foster collaboration through shared media platforms Anyone looking for support with their sustainability creative strategy - get in touch 🪄 #sustainablemarketing #sustainability #marketingagency 4Change Marketing https://lnkd.in/egUh2kiv

With our upcoming webinar on Closing the Intention-action gap in sustainability (sign up below), it's great to see so much discussion of this issue by other experts in this article published by WARC “Too often [sustainability] is framed in a global, planetary context which is too abstract and unrelatable to most people. Instead, we need to emphasise the benefits to the individual’s world, not just the world.” Mark McGinn, Executive Director of Sustainability and Social Impact at Edelman And it is good to see the lack of focus on truly impactful behaviours recognised as a problem: "System1 analysed 1,000 UK TV ads from the past three years and found that only 8% featured an environmental message and those that did focused on some of the behaviours that are least impactful." https://lnkd.in/eCZu8Bzk? https://lnkd.in/eNUPJiYR #sustainability #consumerinsights #behaviouralscience #behaviouralinsights #behavioralscience The Marketing Society

2024's Ad Trends Snapshot! 🌐💡 #emergingadvertising #advertisingtrend #emergingtrendclass 🚨 Urgent Call: Businesses need eco-change post-COP, before it's too late. 🌟 Impact-Driven: C-suite, shift to impact-led brand building. CMOs drive eco-behavior change. 🔄 Sustainability Shift: 2024, sustainability impacts profits, market share - a chance to redesign! 🎯 Purpose-Driven: Diff between purpose & being purpose-driven. Integration fuels growth. 📣 Commitments: Stricter rules, so 2024 is about confident commitments, not campaigns. https://lnkd.in/g5UX5fJi 🔍 Transparency Rules: Meaningful ESG strategies, transparent reporting. Stella McCartney sets the standard. 💰 Values + Value: Consumers seek values + value. Clever alignment = loyalty, advocates. 📊 Sustainable Disclosures: EU requirements evolve. Showcasing value creation is key. 🌍 CMOs Lead: CMOs drive bottom line via recycling drives, end-of-life care. Brands like Finisterre and Patagonia set the bar. In 2024, let's use advertising for positive impact on people, the planet, and economies! 🌱🌍 #SustainableAds #BrandImpact #CMOLeadership  #emergingtrendsclass  #emergingadvertisingclass

The Sustainable Media Summit from Horizon Media is fast approaching! Integrating sustainability into your operations is no longer just a box you can check - it's an imperative being demanded by consumers, shareholders, employees, and governments. Your ability to reframe your stakeholders' perceptions of value around sustainability will open new growth opportunities in addressable markets worth trillions of dollars. On May 23 some of the leading voices in marketing, media, and sustainability are coming together at the Horizon Media offices in NYC to discuss how to reach this consumer set, how to recognize greenwashing, reframing your narrative for sustainable development, and building a carbon-neutral media supply chain. If you are a #B2B or #B2C #enterprise, #SMB, and #startup #executive or #director in #marketing or #media and you value #sustainability in your work, organization, and #communications then you don’t want to miss this. We have a very limited number of seats left! If you’re in the room you’ll hear from: Mary de Wysocki, Chief Sustainability Officer at Cisco Jonah Smith, VP of Environmental Social Governance Strategy & Programs at IBM Ann Tracy, Chief Sustainability Officer at Colgate-Palmolive Peter Land, Professor at NYU Stern School of Business and former CSO at DICK'S Sporting Goods Dan Slagen, Chief Marketing Officer at Tomorrow.io Jay Altschuler,, SVP of Global Media at Mastercard Maher Nasser, Director of the Outreach Division at the United Nations Matthieu Salvignol, CEO & Founder at OUTSEE and former US Country Manager at Vejas Giovanni L., VP of Global Retail Development at Rothy's And a lot more See the full speaker list, the day’s agenda, and register to join us at summit.horizonmedia.com A special thanks to our partners at TransUnion, Magnite, and SeenThis for helping make this all possible!

This issue is bigger than a few large companies prioritizing AI over sustainability. While what they do is significant, it’s certainly not the entire picture. ESG is no longer the story. Rather, the story is: How are we going to solve the climate problem? Who are going to emerge as the leaders in this arena? There is a wave of founders and companies with great ideas and technologies addressing this. Those are the stories that are begging to be told. https://lnkd.in/gwvV73p8 #Sustainability #ClimateSolutions #ESG

Integrating sustainability into your marketing strategy isn't just about following a trend — it's about embodying a genuine commitment to making a positive impact.🍀 Here's how you can lead the charge: 𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜 𝐜𝐨𝐦𝐦𝐢𝐭𝐦𝐞𝐧𝐭: make sustainability a cornerstone of your company's ethos. It's more than a buzzword; it should be woven into the fabric of your organization. Conduct a thorough assessment of your environmental and social footprint, and let your values guide your actions. 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 𝐚𝐧𝐝 𝐜𝐫𝐞𝐝𝐢𝐛𝐢𝐥𝐢𝐭𝐲: trust is paramount in sustainability efforts. Back up your claims with concrete data and evidence. Be transparent about your progress, as well as the challenges you face along the way. Avoid greenwashing at all costs — it's not just misleading; it can tarnish your reputation irreparably. 𝐈𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐞𝐝 𝐦𝐞𝐬𝐬𝐚𝐠𝐢𝐧𝐠: sustainability should be seamlessly integrated into all aspects of your #marketing. From packaging to advertising and even customer interactions, every touchpoint is an opportunity to showcase your commitment to a better world. Craft compelling narratives that resonate with your audience and highlight the positive impact they can make by engaging with your brand. 𝐏𝐚𝐫𝐭𝐧𝐞𝐫𝐬𝐡𝐢𝐩𝐬 𝐟𝐨𝐫 𝐩𝐫𝐨𝐠𝐫𝐞𝐬𝐬: collaboration is key to driving meaningful change. Seek out like-minded businesses, NGOs, and community groups that share your #sustainability goals. By joining forces, you can amplify your reach and create a collective sense of responsibility towards building a more sustainable #future. Let's lead the way in merging digital innovation with environmental and social charges. #SustainableMarketing #DigitalAgency #MakingAnImpact