Is sustainability still an elephant in the room for the marketing industry?

The Federal Government’s Climate Change Bill 2022 has made sustainability a major issue across all sectors, with a nationwide commitment to net-zero greenhouse gas emissions by 2050.

However, despite increased environmental responsibilities, local advertising and marketing professionals seem reluctant to publicise their initiatives.

In preparing this story – originally intended to focus on sustainability claims and practices – a dozen Western Australia-based marketing professionals were contacted for comment. Most either declined or never returned calls or emails. One representative from a peak industry body agreed to speak under anonymity, while another bluntly told this reporter to change the topic.

Despite the Australian Association of National Advertisers implementing its Environmental Claims Code on March 1 this year – a measure to ensure accuracy of eco-conscious claims in advertising – it has been difficult to gauge local industry opinions on the subject.

Perth-based Dilate Digital Lead Paid Advertiser Connor Brown said sustainability had not been a priority.

“If a client came to us and they were concerned about it, there are probably considerations we would make,” he said.

“We’re still – selfishly, I suppose – trying to elevate the brand, rather than necessarily trying to promote a particular message.”

For an industry focused on narrative and audience connection, the reluctance to discuss sustainability could be somewhat contradictory.

Author: Charlotte Goodwin is a third-year Bachelor of Global Communication and Media student at the University of Portsmouth in the United Kingdom, currently on exchange at Edith Cowan University as part of her dual degree.