Greener Marketing by John Grant

Author:John Grant [Grant, John]
Language: eng
Format: epub
ISBN: 9781119689133
Publisher: Wiley
Published: 2020-06-01T00:00:00+00:00

It’s interesting that the Financial Times chose to launch this campaign in the middle of the climate strikes. And yet chose not to mention the climate emergency in their declaration. Perhaps they worried that siding with XR might risk losing their audience? We also maybe need to bear in mind that the FT is no longer a UK title. It has 1.2 million registered readers in China.

The FT did, however, produce a stunning video on climate in partnership with the Royal Court theatre. The monologue takes the form of a newscast from 2050. A future where the world responded too little and too late and must now face the consequences. The newsreader speaks graphically about wars, riots, bio terror, ‘dengue fever on a world tour’. It is too hot to go outside for more than an hour in Doha, Austin, or Manchester. The message is one of regret that we couldn’t have had a better conversation about this in 2019:

We needed to make this as everyday as bath time, as graspable as pre‐packed sandwiches or your loved one’s hand. And we didn’t. Every time we tried to make the defining statement, we thought, maybe this is the one. Maybe this is the one that gets through. We didn’t need data or heroes. We didn’t even need voices pretending to be from the future. We’re in the same place. It’s not about our children or our grandchildren anymore. The future’s come to meet us. Most of the people watching this will be there when it happens. We needed to understand quietly every day that this is the future, now, Every single second.

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