Girl Planting seeds

How advertising can repurpose itself to serve cities in more sustainable ways

Noisy, ugly and dirty. Advertising has polluted cities, annoyed consumers, and jeopardised its own existence. Beyond a mass-media cacophony, brand communications' significant carbon footprint and runaway consumption are certainly contributing to what economists call market failure.  In the UK, for instance, advertising produces 2 million tonnes of carbon dioxide emissions a year. That's equivalent to heating 364,000 UK homes for a year, according to CarbonTrack.  In this sense, should messages such as a City of Melbourne campaign inviting people to cycle more even be allowed? On the one hand, it is better to communicate a solution (cycling) to the issue than not. On the other, if the communication contributes to the problem more than the solution, what's the point of it?  Read more....

 

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