Unpacking Cannes: The Bold Eco-Initiatives Shaping Sustainable Futures Amidst Controversy

Are consumers happy with how brands tackle environmental issues? A recent report from VisualGPS reveals they’re not. In partnership with MarketCast, Getty Images surveyed thousands from 25 countries, including the U.S., U.K., and Brazil, about corporate sustainability efforts.

One striking result: about 90% of participants feel it’s a company’s responsibility to improve society and the environment. But more than just words are needed. The report shows that 66% of U.S. respondents don’t believe brands are truly committed to sustainability. Even more, 72% doubt their environmental claims.

Dr. Rebecca Swift from Getty Images emphasized, “People want to see real action. They want to believe in the impact they’re seeing.” Visual credibility is crucial now; two-thirds of people want images and videos showing genuine efforts against climate change and how it affects individuals.

In the advertising world, some agencies have pledged to work only with eco-friendly clients. However, not all agencies are on board. Clean Creatives, an environmental advocacy group, took a cheeky approach by sending a “Cannes in a Can” to employees while their leadership enjoyed the Cannes Lions festival. This package included sand from the festival location and quirky items meant to spark discussions about corporate responsibility.

Duncan Meisel, Clean Creatives’ executive director, noted that many employees feel trapped working for companies that do not align with their values. “Climate change is another test of that leadership,” he said. He believes the agency model is shifting, and part of this change must include moving away from fossil fuels.

Moreover, Clean Creatives’ initiative has been gaining traction as environmental awareness in marketing grows. They aim to foster conversations that might influence high-level decisions within these companies.

In a related move, Creatives for Climate recently launched a matchmaking service connecting clients with agencies that refuse to work with fossil fuel companies. This initiative is part of a broader effort to encourage brands to adopt sustainable practices, emphasizing that change is necessary for survival.

According to a 2022 survey by Nielsen, 66% of consumers are willing to pay more for sustainable brands. This trend reinforces the idea that consumers are ready to support companies that commit to real change. People want brands that practice what they preach, making sustainability not just a trend but a necessity. As Lucy von Sturmer, CEO of Creatives for Climate, said, “Change now, or get left behind.”

For more insights on corporate sustainability, check out reports from trusted sources like [the World Economic Forum](https://www.weforum.org/agenda/2022/01/sustainability-strategy-business-corporate-strategy/) and [the UN Environment Programme](https://www.unep.org/resources/global-environment-outlook-6).

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