Fishburn Hedges

05.01.2010

Despite the lack of a binding agreement in Copenhagen, domestically, most developed countries will be looking to corporates to step up their environmental commitments in 2010.  In the UK, the Carbon Disclosure Project will come into force for all large companies in April, bringing new reporting and reduction requirements. 

If people agreed on one thing at Copenhagen it's that everyone - all businesses and countries no matter how big or small - will need to take urgent action on climate change.  And whilst some industries have so far been able to operate below the radar on climate change - agriculture being a major one but you could think of others - the tide has now turned.  DEFRA's food strategy launched  today by Hilary Benn recognises the significant role agriculture plays in carbon emissions and calls for a three million tonne saving by 2020. 

How businesses communicate their responsible practices is also evolving in line with wider communications trends.  In fact in some areas corporate engagement on issues - engagement being a key focus of corporate responsibility practice, very much in line with the work we do for Shell - is forming the cornerstone of campaigns that have traditionally used advertising.  Pepsi's Refresh campaign showcases this approach, an initiative to engage consumers in deciding on community projects to sponsor.  Pepsi is a former BBDO client, now with TBWA (also an Omnicom group agency).  In an era when distrust of advertising is growing, and trust of peer-to-peer is too, this shareable, content-rich type campaign which also shows the business' social conscience makes perfect sense. 

Posted by Clare Hinkley