What Reaching Net Zero Means For Marketing

Companies will have to do much more than they have pledged to if the earth is to avoid the most catastrophic effects of the climate crisis – all levels of their operation, including marketing will be involved, according to a new report by management consultancy McKinsey.

Why it matters

“Achieving net-zero emissions by 2050 would entail a fundamental transformation of the global economy,” the report states. While it will cost a lot of money, there are opportunities to be found, but the task will not only involve marketers communicating what their companies are doing, but in helping to change behaviour among citizens/consumers. These skills will be critical to business’s management of this transition.

What it says.

ations that would arise from a more disorderly transition would likely be far greater.

“The required economic transformation will not only create immediate economic opportunities but also open up the prospect of a fundamentally transformed global economy with lower energy costs, and numerous other benefits—for example, improved health outcomes and enhanced conservation of natural capital.

“The key issue is whether the world can muster the requisite boldness and resolve to broaden its response during the upcoming decade, which will, in all likelihood, decide the nature of the transition.” 

Credit: WARC