Rezension
"Our industry has long prided itself on driving instrumental change and there has never been a moment in our history where this has been more relevant or needed. Sustainability is complex and nuanced, which is why Sustainable Advertising is such an essential text for the Advertising industry today. If you have ever asked yourself where to begin in the quest to create a more sustainable tomorrow, this book is without a doubt where you should start." ("Dame Annette King DBE, Global Lead, Marketing, Accenture Song, and Chair, Advertising Association")
"Advertising has a powerful influence on how people behave, and this is as relevant to climate action as it is to consumer trends. This book tells us everything we need to know to make climate action happen." ("Dame Carolyn McCall DBE, Chief Executive, ITV")
"Essential reading and a necessary check-in on the global industry's drive towards sustainable branded communication. More than that, it's a tool and a resource that will help us all understand how to collectively drive progress through creativity." ("Simon Cook, Chief Executive, LIONS")
"The power of advertising is in its potential to change minds and change the way we live. This paradigm-shifting book demonstrates how that potential can now be harnessed for the better, to change our behaviour and lifestyles before it is too late, so that we can make the greatest change imaginable - to change to save the planet. To transform our economies to become sustainable for the future, the use of the advertising medium is the ultimate message - and this is the ultimate and indispensable guide on how to deliver the message and the change we all need to embark on." ("Rt Hon Chris Skidmore OBE, former U.K. Energy and Clean Growth Minister and Chair, the Independent Net Zero Review")
"The transition to a NetZero economy - much like digitization and the rise of AI - is an unstoppable force that firms globally will have to come to terms with, shifting business and operational models, or risk being devaluated into oblivion. In this transition, two factors are undeniable: Action is possible and rewarded NOW; and advertising - our perennial mechanism for demand generation and behaviour change - will need to play a crucial role in every firm's successful transition. In Sustainable Advertising, Matt and Sebastian lay out a compelling, clear, and practical path for advertising professionals - in agency, client, or media side - to lead thoughtfully and successfully in this domain." ("Felipe Thomaz, Associate Professor of Marketing, University of Oxford’s Said Business School")
"Matt and Seb have been at the heart of the advertising industry's drive to become more sustainable since the climate action workstream was first established by the UK's trade bodies. This book brings together all their experience and expertise about how the industry can decarbonise and ensure every campaign makes a positive contribution to a sustainable future. A must read for every advertising practitioner, with simple and straightforward guidance on how to be effective and impactful." ("Alessandra Bellini, President, Advertising Association")
"The advertising industry doesn't have a pretty track record, too often shaping demand for a stream of unsustainable products. Now the authors issue a rallying cry for advertisers to become active allies in the big shift to sustainable lifestyles. Packed full of practical tips and guides, based on years' experience, they show how, in the end, every ad could become a green ad, promoting sustainable services and products, and helping us all live with less. It's a total transformation that must happen - and fast." ("Harriet Lamb, Chief Executive, WRAP (Waste & Resources Action Programme)")
"At Meta, we envision a just and equitable transition to a zero-carbon economy, and we are working with others to scale inclusive solutions that help create a healthier planet for all, ensuring that no one is left behind. It is critical that we are all doing our part and sharing best practices to educate and inspire. Sustainable Advertising is an important resource for marketers to share their meaningful progress to the path to decarbonize their operations and drive consumer behavior change." ("Christy Cooper, Global Director, Industry Relations, Meta")
"The green economy is the opportunity of a generation for innovators, marketers and their agency partners. Seb and Matt have brought together the collective wisdom of those shaping an advertising industry which accelerates a sustainable future. It is full of insights, tips, and case studies, designed to help anyone involved in an advertising campaign to make a real difference now." ("Keith Weed CBE, President, Royal Horticultural Society and Former Unilever CMCO")
"The advertising industry is at a crossroads. Our legitimacy is on the line. Pretending things are greener than they are, that's like farting in public and blaming the person next to you. We have to take responsibility not for our minuscule emissions, but the advertised emissions, if we are to lead the way to a liveable tomorrow. It's time to read." ("Thomas Kolster, author of Mr. Goodvertising and The Hero Trap, Marketing and Sustainability Advisor")
