Change the Story, Change Behaviour, don’t Cop out!

With ESG remaining a key focus, the media industry has the opportunity to support advertisers to influence consumer behaviour, corporate priorities and societal norms.

Share price and sustainability are now intrinsically linked, powering the future of profitable business. In fact, 90% of global chief financial officers expect environmental, social and governance (ESG) to remain a top focus over the next five years, according to a recent Accenture survey.

The media and advertising industry plays a pivotal role in shaping the narrative that good business is sustainable business. By positioning brands’ products and services as leaders in this movement, the media industry can align with societal values while demonstrating a clear positive impact on share price performance.

You can’t make money on a dead planet

Ahead of Cop29, experts projected that $1.3tn would be required annually by 2035 to help developing nations shift to a low-carbon economy and adapt to the devastating impacts of extreme weather.

However, the conference fell short of this goal, with only $300bn billion pledged, primarily in grants and low-interest loans from developed countries.

The remaining $1tn annual gap must now be addressed through private investment and innovative funding mechanisms, such as levies on fossil fuels or frequent flyer surcharges — all proposals still under discussion.

Why the media industry must lead the way

If “Medialand” were a country, it would rank as the world’s 20th-largest economy (valued at $1tn), placing it in the top 10% of nations that signed the Paris Agreement. This highlights the industry’s immense power to shape public opinion and drive corporate accountability.

As global storytellers, advertisers can influence consumer behaviour, corporate priorities and societal norms. The challenge is clear: how can the media industry rise to the occasion and take meaningful action?

There are three main ways to meet this challenge.

Align campaigns with UNSDGs: Start by identifying a brand’s alignment with the United Nations Sustainable Development Goals (UNSDGs). By integrating these goals into campaigns, brands can demonstrate leadership in sustainability.

For instance, a brand committed to Goal 13 (climate action) can promote its efforts to reduce carbon emissions or support renewable energy initiatives.

Engage clients on sustainability messaging: Boards are increasingly asking their marketing teams to explain how sustainability commitments are being communicated to customers. Agencies must craft transparent, impactful narratives that build trust and enhance consumer brand sustainability perception — a critical factor in purchasing decisions.

Leverage media’s economic and cultural power: With its significant economic influence and unmatched cultural reach, the advertising industry is uniquely positioned to prioritise sustainable storytelling, challenge outdated norms and amplify messages of climate action. This means we can play an integral role in global behaviour change.

UNSDGs in corporate strategies

The UNSDGs have become a powerful framework for businesses to align their strategies with global priorities. Companies are increasingly adopting these goals to address pressing issues such as climate change, gender equality and responsible consumption.

For example, to align with Goal 5 (gender equality) and Goal 10 (reduced inequalities), organisations are embracing inclusive practices in hiring, leadership and product development. Meanwhile, companies are signing long-term renewable energy agreements in line with Goal 7 (affordable and clean energy).

Businesses are embedding UNSDGs into supply chain management, using ESG data to ensure suppliers meet sustainability and social responsibility criteria, driving accountability throughout their value chains.

Media responsibility

The advertising industry has an extraordinary opportunity — and responsibility — to shape the narrative for a sustainable future. By aligning with global goals, engaging clients on meaningful campaigns, and leveraging its influence to promote systemic change, we can drive progress on the world’s most pressing challenges.

This isn’t just the right thing to do — it’s good business. Consumers increasingly seek brands that reflect their values; agencies that embrace sustainability will become essential partners in an evolving market. However, we must focus on real, impactful efforts rather than allowing any initiatives to devolve into meaningless drivel. Enough is enough — our actions need to genuinely inspire and deliver tangible results.

The stakes couldn’t be higher. It’s time for the media industry to take the lead, help change behavior, and make sustainability the defining story of our time.