Clean Creatives has spotlighted fossil fuel marketing, but Paul Mottram says the industry must now channel its influence into regulation, disinformation and systemic reform.
While major agencies and holding companies have floundered in their response to climate activists, a concerted communication strategy around carbon pricing could turn things around, says independent communications consultant Paul Mottram.
As the industry gears up for Cannes Lions, Paul Mottram urges brands across Asia to listen closely to consumer voices and respond decisively to the growing demands for action on climate change.