About episode
What do you think of when you consider advertising and its role in climate change? I’ll confess the first thing that comes to mind is the fossil fuel industry’s multi-billion dollar campaign to discredit climate science, deliberately confuse the public, and delay climate action.
But, of course, like every industry, advertising has a role to play in accelerating climate progress. Advertising creatives have storytelling skills that can help distill complex information, shift attitudes, and accelerate the adoption of climate solutions. At a more basic level, the narratives that capture our attention and gain currency in our collecting thinking play a powerful role in influencing corporate agenda, policymaking, and voters. So don’t count advertising out.
Today, I’m joined by Blake Harrop, President of Wieden+Kennedy Amsterdam. Whether or not you know it, you’re familiar with Wieden+Kennedy’s work. They’re a small creative firm with a big reputation, and they’ve been doing some genuinely interesting climate-related work. In our conversation, we talk big picture about the advertising industry and how it needs to evolve, and also what we can all learn from European countries’ effective climate communication. We also get specific and talk about some of Wieden+Kennedy’s recent projects and how they demonstrate advertising’s potential as a climate ally.
Lot’s to learn about and ponder if you listen with an open mind. Here we go.
In today’s episode, we cover:
- [3:19] Wieden+Kennedy history & what it’s known for
- [4:32] Why does advertising matter?
- [7:22] Should we be lauding the ad industry?
- [8:55] How the ad industry rewards success & opportunity to change perception
- [10:28] Wieden+Kennedy as a B Corp & what it means for their commitment to climate
- [13:06] Would Wieden+Kennedy work with fossil fuel companies in the future?
- [15:10] Working with Fortescue Future Industries & Google in Germany
- [19:16] Working with Orsted (Fmr. DONG Energy) & Corona
- [25:31] The pros & cons of sustainability as a selling point
- [30:10] Lessons on communicating climate change
- [33:23] The importance & urgency of climate action
- [36:22] Nuclear energy as a dream campaign from a climate perspective
- [39:43] A role for all of us to be advertisers for climate engagement
Wieden+Kennedy history & what it’s known for
Wieden+Kennedy, an independent advertising agency established in Portland, Oregon, is known for its creative prowess within the advertising industry. In this industry, where companies engage in buying and selling media and crafting direct marketing messages, Wieden+Kennedy stands out for its expertise in upper-funnel messaging, focusing on the big-picture narrative. Renowned for iconic work such as the “Just Do It” tagline for its first client, Nike, the agency maintains a global presence, collaborating with various consumer goods companies worldwide. With 10 offices, including the original one in Portland and the inaugural international office in Amsterdam, founded in 1992, Blake is responsible for overseeing the latter.
Why does advertising matter?
Blake emphasizes that advertising is integral to the consumer economy, influencing consumer choices and driving consumption, albeit contributing to issues of overconsumption. Acknowledging the industry’s role in the problem, he believes it should take responsibility for the part it plays. Blake sees the storytelling and message distillation skills within the advertising industry as valuable tools for conveying the complex nuances of climate solutions. He highlights Wieden+Kennedy’s success in utilizing these skills and advocates for the advertising industry’s increased commitment to climate change education, envisioning a more positive role in steering consumer decisions towards real solutions.
Wieden+Kennedy as a B Corp & what it means for their commitment to climate
Blake notes that the Amsterdam office achieved B Corp certification in 2021, followed by the global certification earlier this year. He clarifies that this doesn’t warrant praise, as the initial intention was to undergo third-party analysis to identify areas where improvements were needed in sustainability efforts. The certification, placing them alongside brands like Patagonia and Ben and Jerry’s, signifies a commitment to purpose over profit. Blake acknowledges the increased scrutiny as a B Corp but views it positively, recognizing the pressure to uphold higher standards. While the certification doesn’t imply perfection, he emphasizes the enduring incentive for the company to maintain its commitment to climate action.
Lessons on communicating climate change
Blake observes that in Europe, there’s considerable discourse on climate change, particularly noting the strong climate change journalism in The Guardian. Living in Amsterdam, he highlights the city’s mayor, a member of the Green Left Party, and the prevalence of climate goals among consumers and voters. Recognizing the increasing focus on climate, brands and consumer goods companies are venturing into sustainability. Advertising agencies, enthused by the prospect of promoting products that make a positive difference, should stay attuned to emerging sustainable solutions and play a role in championing and promoting them. Blake emphasizes the importance of ensuring that sustainable products from emerging companies, such as Oatly, the Swedish plant milk brand, or Veja, the vegan leather company, don’t feel like trade-offs but instead offer quality comparable to traditional products. He is passionate about avoiding the perception that choosing sustainability means settling for an inferior product. Acknowledging the challenge of capturing attention in a fast-paced world, Blake emphasizes the need for advertising to align with consumers’ needs and stresses the importance of never portraying climate-friendly solutions as compromises.
The importance & urgency of climate action
Blake suggests that a potential solution to effectively communicate the importance and urgency of climate action lies in leadership through storytelling. Recognizing the power of stories in shaping people’s understanding of the world, he advocates for an embrace of nuance in storytelling, pointing to Al Gore’s work on “An Inconvenient Truth” as a model for articulating complex issues in a relatable manner. Coming from the advertising industry, Blake sees brands and companies as having a unique role in addressing a diverse audience, as they must cater to their largest addressable audience and, in doing so, have an opportunity to take nuanced stands in the energy space. While pure-play renewable energy companies are impactful, a significant portion of the current and future energy economy will continue to involve fossil fuels. Blake emphasizes the importance of meeting people where they are, embracing nuance, and avoiding vilification, aligning with the approach of brands that aim to address large numbers of people in their self-interest. He acknowledges the exhaustion people may feel about their personal carbon footprint being portrayed as a problem, emphasizing the need for storytelling that energizes and motivates individuals to continue making sustainable choices.
Resources Mentioned
- Wieden+Kennedy
- B Lab
- Clean Creatives Pledge
- W+K & Fortescue Future Industries: The Power of Now
- W+K & Google DE: Every Decision Counts
- W+K & Ørsted: The Power of Wind
- W+K & Ørsted: Hello to a Better Future
- W+K & Corona: Oceans Week
- W+K & Corona: The Fish
- An Inconvenient Truth
- Yale Program on Climate Change Communication
Connect with Blake Harrop
- Connect with Blake on LinkedIn
Connect with Jason Rissman
Keep up with Invested In Climate
- Sign up for our Newsletter
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