https://climatejournal.news/ en https://climatejournal.news/news/stories-alone-won-t-save-the-world-but-they-have-a-massive-role-to-play <div class="field field--name-title field--type-string field--label-hidden field--item"><span>“Stories alone won’t save the world, but they have a massive role to play”</span> </div> <span class="a2a_kit a2a_kit_size_32 addtoany_list" data-a2a-url="https://climatejournal.news/news/stories-alone-won-t-save-the-world-but-they-have-a-massive-role-to-play" data-a2a-title="“Stories alone won’t save the world, but they have a massive role to play”"><a class="a2a_button_linkedin"><img src="/libraries/bsp_social_media_icons_share/service/linkedin.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/linkedin_hover.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-hover"></a><a class="a2a_button_facebook"><img 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href="/topic/climate-communication" hreflang="en">Climate Communication</a></div> </div> </div> <img alt="“Stories alone won’t save the world, but they have a massive role to play”" title="“Stories alone won’t save the world, but they have a massive role to play”" class="img-responsive" src="/files/styles/news_full_main_image/public/bsp-images/news/1529.png?itok=kyVTzouo" width="687" height="687" loading="lazy" typeof="foaf:Image" /> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4714 paragraph--width--full" style=""> <div class="paragraph__column"> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4715 paragraph--width--full" style=""> <div class="paragraph__column"> <p>This article is part of the <a href="https://climatejournal.news/partner/celebrating-circular" target="_blank">'Celebrating Circular`</a> initiative and story collection that spotlights trailblazer Irish businesses making strides towards a more sustainable and low-carbon economy.</p> <p>It aims to highlight the encouraging achievements of companies that participated in the <a href="https://www.eventbrite.com/e/modos-circular-economy-training-tickets-988609476557?aff=erelpanelorg&amp;keep_tld=1" target="_blank">MODOS circular economy training</a> provided by Local Authorities to local businesses and supported by the Regional Waste Management Planning Offices and Dublin City Council.</p> <hr /> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4716 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-greentitle">Expert Insight</p> <p> </p> <p>As Co-Founder of <a href="https://changebydegrees.com/" target="_blank">Change by Degrees</a>, an online sustainability skill-building business, Madeleine Murray has been at the forefront of engaging companies and organisations in climate action and implementing sustainability strategies for many years.</p> <p>She delivers the communication and customer engagement modules of the MODOS programme, aiming to help companies explore what makes a good story and how to use storytelling for good.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--4719 paragraph--width--full paragraph--style--66-33"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4717 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-subtitle">Smashing the ‘green assumption’</p> <p>She warns that greenhushing, when deliberately concealing your sustainability efforts due to fear of being called out, is a trend that can set back climate action since learning from each other and seeing how others are taking steps towards this direction is a crucial element in shifting mindsets.</p> <p>Madeleine explains: “I want them to find authentic stories so they can share what they are doing without drifting into greenwashing.”</p> <blockquote> <p>“To be clear, nobody ever has the perfect story, but everyone has an impact and a mission. I try to focus on the power of using your influence, which can become your superpower on the market to grab attention and engage stakeholders.”</p> </blockquote> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--4718 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/1530.jpg" width="373" height="560" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Madeleine Murray, Co-Founder of Change by Degrees</div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4720 paragraph--width--full" style=""> <div class="paragraph__column"> <p>She adds, "Stories alone won`t save the world, but they play a massive role in steering attention, priorities and actions. We are social beings heavily influenced by other people and brands.”</p> <p>When Madeleine and her team started developing training to get employees more involved with sustainability, they first wanted to smash the big ‘green assumption’ that it's all about the environment.</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4721 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-subtitle">Breaking down carbon silo thinking</p> <p>“We asked what colour sustainability is for you. The overwhelming answer was green. Then we started showcasing that sustainability is so much more than environmental issues, and it definitely involves social issues.”</p> <p>Once they get to break down the ‘carbon silo’ thinking, it opens up a library of stories that shines a light on how multidimensionally sustainability can be.</p> <p>Although she admits that it is an uphill battle to position sustainability as a core business issue.</p> <p>“People are distracted by the day job – meeting targets, scaling, HR, finance – a million things that can take the place of sustainability, so one of the most important things is to make businesses realise that this is an overarching theme that will guide actions on all fronts.”</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-callout paragraph--view-mode--default paragraph--width--full callout-style--b" id="callout-4724"> <div class="paragraph__column"> <div class="callout-body"> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--4728 paragraph--width--full paragraph--style--58-42"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--4726 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/1532.png" width="432" height="432" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4727 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-subtitle">Learn more about the Celebrating Circular initiative!</p> <p>The 'Celebrating Circular` digital publication and online story collection spotlight trailblazer Irish businesses making strides towards a more sustainable and low-carbon economy.</p> <p><a href="https://climatejournal.news/partner/celebrating-circular" target="_blank">Explore stories&gt;&gt;</a></p> <p> </p> <p>Download the digital publication unveiling stories of changemakers and expert insights!</p> <p><a href="https://climatejournal.news/celebrating-circular-digital-publication" target="_blank">Read it</a><a href="https://climatejournal.news/partner/celebrating-circular" target="_blank"> here&gt;&gt;</a></p> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4725 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-subtitle">Focusing on the ‘human hook’</p> <p>Madeleine shares that a critical part often missing from sustainability communication is the “human hook,” which could help people relate to a story.</p> <p>She explains that some simple yet strategic steps can help companies find their authentic voice and tell genuine stories. She uses a model that starts with finding ‘The Ambition’ and identifying specific goals you want to achieve with a piece of communication. The more specific, the more you can target your message and measure your impact.</p> <p>Next, you choose a definite audience and understand it to tailor your message. Ideally, you select the most influential audience that can have the biggest impact on achieving your goals.</p> <p>Finally, you find your hook that resonates with your selected target group and craft a story in human language, making your message easier to receive on the other side.</p> <blockquote> <p>“Certain things will enhance your success in telling your story, such as finding a relatable and lovable ‘messenger’ to tell your story besides having clear actions you want your audience to do.”</p> </blockquote> <p>She adds that calibrating your communication also heavily depends on knowing your available time, talent and budget so you can set realistic goals and assign resources accordingly.</p> <p>At the MODOS training, she shares many realistic real-life examples, examining potentials, tensions and conflicts between what works and what to avoid.</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4729 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-subtitle">Revising language to engage audiences</p> <p>One of the case studies she highlights is a campaign run by AnPost to promote green loans, where they used softer and more likeable language.</p> <p>For instance, instead of saying ‘retrofit’ or ‘insulation’, they used ‘cosy’ and ‘upgrade’, which made their offer more appealing. Madeleine adds that besides choosing their words carefully, the other success factor was having a relatable messenger to deliver the message.</p> <p>She believes that, in addition to showcasing examples, participants need time to internalise learning as part of the MODOS course.</p> <p>“I like to pause and allow people to reflect. Awkward silence is OK for me, so they have time to digest and get back to sharing instead of swallowing it down. This is the space where real connections are built.”</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4730 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-subtitle">Exploring synergies and spotting opportunities</p> <p>Madeleine is inspired by the fact that participants typically develop an appetite to learn more and explore further opportunities after a training session she or her colleagues host.</p> <blockquote> <p>While learning is essential, she believes the power of collaboration can play a vital role in boosting impact.</p> </blockquote> <p>Since she has worked with a wide variety of clients across multiple sectors, she loves taping into her extensive network to explore synergies by connecting people.</p> <p>Spotting opportunities is one thing that drives her to push beyond boundaries.</p> <p>She says: “What I love about sustainability is the endless possibilities. Recently, I became a bit obsessed with AI, exploring how it can be used in our field of work. Maybe it’s the nerd in me, so I get to do more research. But in the end, this lets us go ahead of the market and help clients do the same.”</p> </div> </div> <div class="field field--name-field-background-style field--type-list-string field--label-above"> <div class="field--label">Background style</div> <div class="field--item">Light</div> </div> <div class="field field--name-field-sponsored field--type-boolean field--label-above"> <div class="field--label">Sponsored?</div> <div class="field--item">No</div> </div> <div class="field field--name-created field--type-created field--label-hidden field--item">August 2024</div> <div class="field field--name-field-collaborative-content-with field--type-entity-reference field--label-inline"> <div class="field--label">Collaborative content with</div> <div class="field--item"> <a href="/partner/celebrating-circular">Celebrating Circular</a> </div> </div> Thu, 22 Aug 2024 18:09:55 +0000 Szilvia Szabó 342 at https://climatejournal.news https://climatejournal.news/news/companies-going-quiet-about-their-climate-efforts-is-becoming-a-massive-global-trend <div class="field field--name-title field--type-string field--label-hidden field--item"><span>Companies going quiet about their climate efforts is becoming a massive global trend</span> </div> <span class="a2a_kit a2a_kit_size_32 addtoany_list" data-a2a-url="https://climatejournal.news/news/companies-going-quiet-about-their-climate-efforts-is-becoming-a-massive-global-trend" data-a2a-title="Companies going quiet about their climate efforts is becoming a massive global trend"><a class="a2a_button_linkedin"><img src="/libraries/bsp_social_media_icons_share/service/linkedin.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/linkedin_hover.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-hover"></a><a class="a2a_button_facebook"><img src="/libraries/bsp_social_media_icons_share/service/facebook.svg" border="0" alt="Facebook" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/facebook_hover.svg" border="0" alt="Facebook" height="18" class="social-media-links-hover"></a><a class="a2a_button_twitter"><img src="/libraries/bsp_social_media_icons_share/service/twitter.svg" border="0" alt="Twitter" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/twitter_hover.svg" border="0" alt="Twitter" height="18" class="social-media-links-hover"></a><a class="a2a_button_email"><img src="/libraries/bsp_social_media_icons_share/service/email.svg" border="0" alt="Email" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/email_hover.svg" border="0" alt="Email" height="18" class="social-media-links-hover"></a><a class="a2a_dd" href="https://www.addtoany.com/share"><img src="/libraries/bsp_social_media_icons_share/service/share_hover.svg" border="0" alt="Share" height="18" class="social-media-links-hover"><img src="/libraries/bsp_social_media_icons_share/service/share.svg" border="0" alt="Share" height="18" class="social-media-links-normal"> Share </a></span> <div class="field field--name-field-tags field--type-entity-reference field--label-inline"> <div class="field--label">Tags</div> <div class="field--items"> <div class="field--item"><a href="/tag/climate-communication" hreflang="en">Climate Communication</a></div> <div class="field--item"><a href="/tag/climate-action" hreflang="en">Climate Action</a></div> <div class="field--item"><a href="/tag/climate-change" hreflang="en">Climate Change</a></div> <div class="field--item"><a href="/tag/business" hreflang="en">Business</a></div> </div> </div> <div class="field field--name-field-topic field--type-entity-reference field--label-inline"> <div class="field--label">Topic</div> <div class="field--items"> <div class="field--item"><a href="/topic/climate-communication" hreflang="en">Climate Communication</a></div> </div> </div> <img alt="Companies going quiet about their climate efforts is becoming a massive global trend" title="Companies going quiet about their climate efforts is becoming a massive global trend" class="img-responsive" src="/files/styles/news_full_main_image/public/bsp-images/news/1360.jpg?itok=Wb1vofWK" width="687" height="687" loading="lazy" typeof="foaf:Image" /> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4147 paragraph--width--full" style=""> <div class="paragraph__column"> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4149 paragraph--width--full" style=""> <div class="paragraph__column"> <p>In recent years, business climate communication has become a spotlight issue to fight off greenwashing, and watchdogs are regularly fining companies for misleading marketing and advertising activities, as has happened lately to Shell with one of their <a href="https://climatejournal.news/news/why-was-a-shell-green-ad-banned-in-the-uk" target="_blank">public campaigns on green energy</a>.</p> <p>Besides, new regulations are shaping the landscape as the EU Parliament and Council new rules are coming to<a href="https://climatejournal.news/news/eu-plans-to-ban-climate-neutral-and-other-sustainability-claims" target="_blank"> ban generic environmental claims</a> and provide consumers with better product information from 2026.</p> <p>All these changes seem to put too much pressure on companies, making them afraid to go public about their climate initiatives or plans.</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-callout paragraph--view-mode--default paragraph--width--full callout-style--b" id="callout-4151"> <div class="paragraph__column"> <div class="callout-body"> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4150 paragraph--width--full" style=""> <div class="paragraph__column"> <p>According to the latest <a href="https://www.southpole.com/publications/destination-net-zero-report" target="_blank">Net Zero Report</a> released in January by South Pole, a global organisation supporting companies to achieve net zero emissions, the majority of surveyed companies are intentionally keeping quiet, decreasing their climate communications, otherwise known as 'greenhushing', despite increasing investment in carbon management and climate action.</p> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4152 paragraph--width--full" style=""> <div class="paragraph__column"> <blockquote> <p>Data collected from climate-conscious companies revealed that 70 per cent of them admit to 'greenhushing', which is present across nearly every major sector worldwide, from fashion to tech, consumer goods, oil and even environmental services.</p> </blockquote> <p>The report explored why companies choose not to publicise their climate strategies or goals and deliberately decrease or cease external communications around them by surveying over 1,400 companies with dedicated sustainability leads across 12 countries and 14 sectors.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--4155 paragraph--width--full paragraph--style--75-25"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4153 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Reflecting on the result, John Davis, Interim CEO of South Pole, said:</p> <blockquote> <p>“It reveals that regulation, industry requirements on reporting on climate goals and heightened scrutiny from various stakeholders are the core reasons for companies keeping quiet about their climate goals and progress.”</p> </blockquote> <p>Scaling down communication happens despite most surveyed respondents (81 per cent) claiming to be on track to meet their net zero goals and recognise the value of communicating climate action.</p> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--4154 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/1361.jpg" width="400" height="400" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">John Davis, Interim CEO of South Pole. Image source: South Pole</div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4156 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Consumer goods companies marketing food, beverages, and household goods were more likely to be `greenhushing` (86 per cent), more than the oil and gas industry (72 per cent).</p> <p>Controversially, 93 per cent of surveyed companies see communications as crucial to commercial success, and nearly half (46 per cent) say that customer demand is the number one reason to pursue net zero targets for the third year in a row.</p> <p>Yet, they are holding back on connecting climate action and communication.</p> <p>Besides customers, the desire to have better oversight of supply chain risks and to future-proof operations are the leading drivers for pledging net zero goals, surpassing the need to stay ahead of the competition.</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--4157 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/1362.jpg" width="1015" height="542" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Drivers to set net zero company targets over the years. Image source: Net Zero Report 2024, South Pole</div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4158 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Nearly half (44 per cent) of surveyed businesses claimed that due to lack of clarity and changing regulations, they find it more difficult than before to communicate about their net zero plans and actions despite the vast majority (81 per cent) of companies saying it is good for their bottom line.</p> <p>The study showed that 2025 to 2030 is the most common net zero target year range, which raises some questions about delivering meaningful results.</p> <p>The Net Zero Report found that over three quarters (76 per cent) of researched companies claim to be increasing their budgets to meet their net zero targets, and the vast majority say they feel like they are “on track" to meeting targets.</p> <blockquote> <p>“Our latest research shows that too many companies in the surveyed cohort are working towards highly optimistic, possibly even unrealistic, net zero target dates of by 2030 or earlier.</p> <p>The coming years will either bring unprecedented industry transformations or deep disappointments,”</p> </blockquote> <p>says Franziska Sinner, Senior Director of Climate Strategies at South Pole.</p> <p>She adds:</p> <p>"What remains crystal clear today, however, is that corporate leaders must step up and speak up if we are to make a dent in this terrifying climate challenge.”</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4159 paragraph--width--full" style=""> <div class="paragraph__column"> <p>According to another <a href="https://zerotracker.net/analysis/new-analysis-half-of-worlds-largest-companies-are-committed-to-net-zero" target="_blank">research </a>by Net Zero Tracker, the number of company net zero targets has risen by more than 40 per cent in 16 months from 2022 to 2023 based on numbers from assessing 1000 companies' net zero targets from the Forbes Global 2000 list of the world's largest companies.</p> <p>However, only 4 per cent of these commitments meet the revised ‘Starting Line criteria’ set out in 2022 by the UN Race to Zero campaign, aiming to have clear and specific measurements and actions in place for carbon offsetting, reduction, and reporting progress.</p> <p>This resonates with results based on analysing South Pole’s proprietary database of 77,000 listed companies, showing that only 8 per cent have set a net zero target, with 92 per cent having no targets or progress.</p> <p>The data collected by South Pole in the Net Zero Report for the fourth year strongly suggests that most companies struggle to find the confidence to go public about their carbon management mainly because of their fear of scrutiny by stakeholders, regulatory requirements, and lack of guidance on best practices.</p> <p>The lack of communication can jeopardise progress on climate action in the business community since there will be no best practices to follow or lessons to learn from.</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--4148 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="text-align-right"><span style="font-size:8px">Headline <a href="https://www.freepik.com/free-photo/hand-touching-with-search-icon-search-engine-optimisation-seo-concept-find-information-by-internet-connection_24458785.htm#query=information&amp;position=11&amp;from_view=search&amp;track=sph&amp;uuid=084a712f-7d29-4be3-a3d9-67d36b013934">Image by DilokaStudio</a> on Freepik</span></p> </div> </div> <div class="field field--name-field-background-style field--type-list-string field--label-above"> <div class="field--label">Background style</div> <div class="field--item">Light</div> </div> <div class="field field--name-field-sponsored field--type-boolean field--label-above"> <div class="field--label">Sponsored?</div> <div class="field--item">No</div> </div> <div class="field field--name-created field--type-created field--label-hidden field--item">January 2024</div> Fri, 19 Jan 2024 09:13:09 +0000 Szilvia Szabó 302 at https://climatejournal.news https://climatejournal.news/news/why-was-a-shell-green-ad-banned-in-the-uk <div class="field field--name-title field--type-string field--label-hidden field--item"><span>Why was a Shell green ad banned in the UK?</span> </div> <span class="a2a_kit a2a_kit_size_32 addtoany_list" data-a2a-url="https://climatejournal.news/news/why-was-a-shell-green-ad-banned-in-the-uk" data-a2a-title="Why was a Shell green ad banned in the UK?"><a class="a2a_button_linkedin"><img src="/libraries/bsp_social_media_icons_share/service/linkedin.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/linkedin_hover.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-hover"></a><a class="a2a_button_facebook"><img src="/libraries/bsp_social_media_icons_share/service/facebook.svg" border="0" alt="Facebook" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/facebook_hover.svg" border="0" alt="Facebook" height="18" class="social-media-links-hover"></a><a class="a2a_button_twitter"><img src="/libraries/bsp_social_media_icons_share/service/twitter.svg" border="0" alt="Twitter" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/twitter_hover.svg" border="0" alt="Twitter" height="18" class="social-media-links-hover"></a><a class="a2a_button_email"><img src="/libraries/bsp_social_media_icons_share/service/email.svg" border="0" alt="Email" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/email_hover.svg" border="0" alt="Email" height="18" class="social-media-links-hover"></a><a class="a2a_dd" href="https://www.addtoany.com/share"><img src="/libraries/bsp_social_media_icons_share/service/share_hover.svg" border="0" alt="Share" height="18" class="social-media-links-hover"><img src="/libraries/bsp_social_media_icons_share/service/share.svg" border="0" alt="Share" height="18" class="social-media-links-normal"> Share </a></span> <div class="field field--name-field-tags field--type-entity-reference field--label-inline"> <div class="field--label">Tags</div> <div class="field--items"> <div class="field--item"><a href="/tag/greenwashing" hreflang="en">greenwashing</a></div> <div class="field--item"><a href="/tag/climate-change" hreflang="en">Climate Change</a></div> </div> </div> <div class="field field--name-field-topic field--type-entity-reference field--label-inline"> <div class="field--label">Topic</div> <div class="field--items"> <div class="field--item"><a href="/topic/climate-communication" hreflang="en">Climate Communication</a></div> </div> </div> <img alt="Why was a Shell green ad banned in the UK?" title="Why was a Shell green ad banned in the UK?" class="img-responsive" src="/files/styles/news_full_main_image/public/bsp-images/news/1235.jpg?itok=UD0DEV4k" width="687" height="687" loading="lazy" typeof="foaf:Image" /> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3658 paragraph--width--full" style=""> <div class="paragraph__column"> <p> </p> <p>News Analysis by <strong>Institute of Sustainability Studies</strong>.</p> <hr /> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3659 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Shell, the global group of energy and petrochemical companies, has come under fire for an ad campaign that promoted the company’s green initiatives. The ad campaign was banned for not reflecting that a majority of the business is based on environmentally damaging fossil fuels like petrol.</p> <p>They ran a TV, YouTube, and poster campaign pushing renewable electricity, car charging points, and wind initiatives. One of the ads read, “From electric vehicle charging to renewable electricity for your home, Shell is giving customers more low-carbon choices and helping drive the UK’s energy transition. The UK is ready for cleaner energy.”</p> <p>The Anglo-Dutch oil company has shared its goals to become a net zero-carbon energy business by 2050. However, it has also announced it will continue to grow its gas business by over 20 per cent over the next five years. Green campaigners worry that whilst Shell has set a climate strategy, it may still increase its emissions in the coming decade.</p> <p class="font-greentitle">Why was the ad banned in the UK?</p> <p>The Advertising Standards Authority (ASA) investigated the Shell ad after campaigning group Adfree Cities made a complaint.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--3663 paragraph--width--full paragraph--style--42-58"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3660 paragraph--width--full" style=""> <div class="paragraph__column"> <p>ASA is the UK’s independent regulator of advertising across all media, adopting the Advertising Codes created by the Committees of Advertising Practice (CAP).</p> <p>Over the past number of years, they have been increasingly focused on environment-related advertising issues and cracking down on advertisements that include misleading environmental claims and social responsibility.</p> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-callout paragraph--view-mode--default paragraph--width--full callout-style--b" id="callout-3662"> <div class="paragraph__column"> <div class="callout-body"> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3661 paragraph--width--full" style=""> <div class="paragraph__column"> <p>The advertising authority has also banned ads in the UK by Spanish oil company Repsol and Malaysia’s Petronas for not offering complete information on their carbon reduction strategies and activities.</p> <p>In 2022, the authority banned other “misleading” ads, such as Tesco's plant-based burger ad, a Persil advert, and two HSBC adverts.</p> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3664 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-greentitle">How did Shell respond to the ads being banned?</p> <p>In response to the ad being banned, Shell spoke out, stating that the goal of the ads was to raise awareness of the variety of lower-emission energy products it offers.</p> <p>They also said that mentioning high-carbon Shell products in the ads would have been counterproductive and would have diluted the impact of the ads’ positive sustainability message.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--3667 paragraph--width--full paragraph--style--33-66"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--3665 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/1237.jpg" width="800" height="533" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Shell defended their claims and critised the decision to ban their ad. Image: Photographic Services, Shell International Limited</div> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3666 paragraph--width--full" style=""> <div class="paragraph__column"> <p>The ad being banned resulted in the energy company criticising the ASA’s decision.</p> <p>They said the decision to ban their ads was shortsighted and that the decision would risk slowing the UK’s desire to switch to renewable energy.</p> <p>Additionally, Shell claimed that people are aware that the company produces gas and oil they depend on today because when they fill up at their petrol stations across the UK, it is under the very recognisable Shell logo.</p> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3668 paragraph--width--full" style=""> <div class="paragraph__column"> <blockquote> <p>The ASA responded that although most consumers associate Shell with energy products derived from fossil fuels, they are also aware that businesses in these sectors are trying to reduce emissions in response to the climate emergency.</p> </blockquote> <p>hey continued by saying that advertisements like these risk misleading consumers if companies exaggerate the role that low-carbon initiatives would play in the future as part of the overall balance of an organisation’s activities.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--3671 paragraph--width--full paragraph--style--58-42"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3669 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-greentitle">Summary</p> <p>The ads stated that 1.4 million homes in the UK are utilising 100 per cent renewable electricity from Shell and that they are fitting 50,000 electric vehicle chargers across the globe by 2025 and are working on wind electricity, which will power 6 million homes.</p> <p>ASA ruled that the nature of the ads gave the impression that low-carbon energy products comprised a significant portion of the energy products Shell invested in and sold in the UK last year or were likely to do so in the future.</p> <p>While Shell claims it had good intentions in sharing the available alternatives, the ASA cited Shell’s 2021 Sustainability Report, revealing that its operations produced 1,375 million tonnes of carbon dioxide.</p> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--3670 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/1238.jpg" width="800" height="533" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Investing in wind energy is amongst Shell`s future strategic plans to provide sustainable energy sources. Image: Photographic Services, Shell International Limited</div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3672 paragraph--width--full" style=""> <div class="paragraph__column"> <hr /><p class="text-align-right"><span style="font-size:11px">Headline image: Photographic Services, Shell International Limited</span></p> </div> </div> <div class="field field--name-field-background-style field--type-list-string field--label-above"> <div class="field--label">Background style</div> <div class="field--item">Light</div> </div> <div class="field field--name-field-sponsored field--type-boolean field--label-above"> <div class="field--label">Sponsored?</div> <div class="field--item">No</div> </div> <div class="field field--name-created field--type-created field--label-hidden field--item">September 2023</div> <div class="field field--name-field-collaborative-content-with field--type-entity-reference field--label-inline"> <div class="field--label">Collaborative content with</div> <div class="field--item"> <a href="/partner/institute-of-sustainability-studies">Institute of Sustainability Studies</a> </div> </div> Tue, 12 Sep 2023 11:56:38 +0000 Bronagh Loughlin 274 at https://climatejournal.news