Picture this: I’m a bright-eyed 21-year-old marketing graduate walking into my first job, armed with dreams of creative storytelling and meaningful connections.
I’m ready to conquer the world one campaign at a time. But seven years later, I have a reality check that some of you might be able to relate to.
More in the replay …
But let’s dig into the event recap. ⤵
The ugly truth behind many pretty campaigns ˎˊ˗
What started as a love affair with marketing's "fun, creative, collaborative, and thrilling" facade slowly revealed something far more sinister.
After nearly a decade in the trenches, I discovered that my industry is playing a starring role in one of the greatest deception campaigns in modern history.
The culprits? Disinformation, misinformation, and pollution.
They’re the unholy trinity of marketing's continued contribution to delaying climate progress.
Disinformation: fossil fuel playbook ˎˊ˗
During my talk, I shared about the undisputed champions of climate deception—fossil fuel companies. These industry titans didn't just stumble into climate denial; they orchestrated a symphony of lies.
Take ExxonMobil's "advertorials" campaign, as an example, where advertisements are disguised as editorials that ran weekly in prestigious publications like the New York Times. For decades, they weaponised science against itself, repositioning climate change as a "theory" rather than a fact.
Their 1991 memo cheerfully announced "Doomsday is cancelled," dismissing climate evidence as "weak" and "non-existent."
Spoiler alert: it wasn't. 🗣️
But perhaps the most insidious move was BP's $100 million campaign that gave us the "carbon footprint" concept. Suddenly, climate change wasn't about massive corporate emissions; it was about your lifestyle choices.
Brilliant deflection.
Misinformation: The Merry-Go-Round ˎˊ˗
While fossil fuel companies perfected disinformation, the broader business world has embraced misinformation with alarming enthusiasm.
Shell's feel-good TV ad features birds, wind farms, and zero mentions of fossil fuels, all while investing 98.7% of their budget in oil and gas. Meanwhile, the European Commission has revealed that 53% of green claims are vague or misleading, and 40% lack any supporting evidence whatsoever.
Social media where "natural gas is clean" and methane leaks are just minor hiccups on the road to sustainability.
It's like calling a house fire "aggressive indoor heating."
Pollution: More than just smokestacks ˎˊ˗
Every Black Friday frenzy, every FOMO-driven purchase, every "limited time offer" that creates artificial urgency, there's a marketer behind it.
The sobering reality? Nearly 80% of Black Friday purchases become waste within a year.
We're not just talking about physical pollution. The advertising industry bombards us with 13,000 messages daily, creating what experts call "mind pollution."
Where do we go from here? ˎˊ˗
But here's where my talk took a hopeful turn.
The marketing industry is having its come-to-Jesus moment. Research shows that 93% of marketers want to make a difference in sustainability, and 75% would change their daily work if they knew how.
The transformation roadmap is clear: Replace disinformation with stronger regulations, skill up to avoid misinformation, and shift from pollution-driving growth to serving the well-being of all.
Your call to action ˎˊ˗
It's time to decouple our talents from pollution.
We can sign pledges against disinformation, skill up on greenwashing detection, and use our considerable powers for good for all.
After all, if marketers can convince people that a diamond is forever and that they need the latest smartphone every year, imagine what we could accomplish if we turned those talents toward saving the planet.
Now that's a campaign worth creating. 🩵
So, what’s next? ⤵
Join the community:
Sign the pledge to decouple yourself from fossil fuels!
Skill up on how *not* to greenwash!
Catch the replays from our summer series:
Stay tuned for another 3-part series coming this autumn!
Can marketing be a force for good in the world? Let’s start a conversation. ⤵
See you soon,
Megan
🩵💙
Disclaimer: I’m a busy person, so this newsletter was partially written with generative AI. I used it to repopulate the event script and create a cohesive copy. If the content is incorrect, please reach out to me.
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