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Advertising needs to be controlled and modified to reduce its impact on the climate, according to a report released as consumers prepare to spend billions on Black Friday.
The New Weather Institute think tank and We are Possible charity report examines how advertising indirectly contributes to climate change and the ecological emergency.
Researchers say that promoting consumerism, materialism, and a cycle of work and spending, as well as the role of industry in boosting sales of highly polluting beef, tobacco, SUVs, and flights, are all part of this indirect role.
The report says the advertising industry has so far escaped scrutiny for its role in contributing to climate change. Tim Kasser, professor emeritus of psychology at Knox College in Ill., Co-author of the report, said there was a body of evidence showing that in order to make progress in tackling climate and ecological degradation, it would be prudent to master and change the practices of the advertising industry.
“This report argues that there is sufficient strong empirical evidence to support the conclusion that the advertising industry indirectly contributes to climate and ecological degradation by promoting materialistic values and goals, the cycle of work and spending. focused on the consumption and consumption of two illustrative products. , namely beef and tobacco, ”Kasser wrote.
The researchers looked at several studies linking exposure to advertising with increased materialism. They say such exposure “reinforces the priority people place on materialistic values and goals” and is associated with “negative ecological attitudes and unsustainable behaviors.”
The desire to work longer in order to consume more is also posed at the door of advertising. “Advertising causes people to place a higher value on consuming what they see advertised and less on having more time available for non-professional activities,” the report says.
The industry also encourages the purchase of products that have a negative impact on the environment, such as beef and tobacco. “There are many studies that clearly show that raising cattle for beef relies on unsustainable water use, destroys forests that provide habitat and capture carbon, and emits high levels of greenhouse gases. greenhouse and chemicals such as phosphorus and nitrogen that cause excessive algae growth in water bodies, ”the report said.
Tobacco production also has a direct impact on the environment. “Each stage in the life cycle of a cigarette, from tobacco cultivation to cigarette manufacturing, including cigarettes and the elimination of cigarettes, is associated with specific climatic and ecological risks: deforestation, chemical pollution water and soil, CO2 and other harmful emissions. ”
Kasser said the correlation between tobacco advertising and its consumption was strong enough to have led the WHO to call for a complete ban on tobacco advertising in order to reduce its consumption.
Stephen Woodford, Managing Director of the Advertising Association, said: “Banning advertising for certain parts of the economy is not the solution; lobby for systemic change in the way an industry works, and recognize that advertising itself will make the best contribution to climate action by helping to promote these critical changes to people and by encouraging rapid change in behaviour.
“At the same time, our own industry must ensure that its operations have a real net zero impact, which is why we launched Ad Net Zero to reduce the carbon impact of the development, production and distribution of advertising to a real net zero by the end. 2030. This includes the objective of encouraging advertisers and agencies to measure the carbon impact of their campaigns, which is a positive and proven first step towards reduction. “
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