Content Creators Hold Back on Promoting Sustainability Amid Greenwashing Fears

18 09 2023

IMAGE: MIZUNO K

Unilever study uncovers barriers influencers face around creating sustainability content. The company is partnering with climate-focused nonprofits and launching a Creator Council to help address these barriers. From Unilever via Sustainable Brands • Reposted: September 18, 2023

A first-of-its-kind study by Unilever has revealed that although 60 percent of social media content creators want to make a positive impact on the environment, the majority (84 percent) are holding back from mentioning sustainability more in their content. While their content has the potential to drive more sustainable behaviors — with 78 percent of consumers claiming in an earlier study that influencers have the biggest impact on their sustainable purchasing and lifestyle habits — content creators fear greenwashing amongst other barriers.

According to the study — which polled the views of 232 content creators across YouTubeTikTok and Instagram in the UKUSBrazil and the Philippines — almost two-thirds (63 percent) are creating more sustainability content this year compared to last year; and three-quarters (76 percent) want to create even more in the future.

But content creators say they are holding back, with the fear of greenwashing coming out as the top barrier for over a third (38 percent). Other barriers include finding it difficult to transition from the main focus of their content to sustainability; thoughts on what is or isn’t sustainable can change; and not feeling educated enough on the key sustainability issues — all receiving 21 percent. Concerns about being cancelled was cited as a problem by 18 percent of respondents.

While more than half (58 percent) of influencers say they feel confused about sustainability or environmental labels, the study also found that over 9 in 10 (91 percent) would find each of the following types of advice helpful:

  • direct support to ask questions on sustainability briefs;
  • support dealing with audience comments;
  • and access to training about making trustworthy statements about company and product sustainability claims.

To help address this, Unilever — alongside a coalition of partners including sustainability nonprofits and a new Creator Council — today calls on other brands, agencies and technology companies to join forces with them to help content creators authentically and accurately drive more sustainable consumer choices through social media content.

The new coalition of partners includes sustainability experts from Count Us InUnited Nations Development ProgrammeRare and Futerra Solutions Union; as well as an independent Creator Council — a community of social media content creators across travel, beauty and lifestyle sectors specifically brought together to advise on and shape this initiative.

“We have long known that climate action isn’t only for governments. In fact, the IPCC reports tell us that public action could quickly save 5 percent of ‘demand side’ carbon emissions,” says Count Us In co-founder Eric Levine. “There has never been a more critical moment in history to be part of a coalition that puts creators at the heart of advancing new solutions. Using credible, science-based guidelines and behavior change theory, we have the potential to influence billions of people through the collective reach of the creator economy.”

The coalition will work to co-create an industry-wide digital solution that will bring together social media content creators, nonprofits and brands to accelerate accurate and effective sustainability content built upon science and behavior change theory to encourage more sustainable behaviors. Partners are currently developing a framework and guidelines to ensure the solutions are in line with the latest climate science.

Dr Adanna Steinacker — entrepreneur, public speaker, digital influencer and member of the Creator Council — says: “As a digital content creator, I feel a responsibility to inspire my audience with solutions that are better for our environmental and planetary health. It is crucial that brands and creators unite in this mission, dissecting science-backed information into creative storytelling that resonates with the public and influences change on a global scale. With adequate brand support, we can enhance sustainability content on social media, inform our communities accurately, and collectively contribute to a better environment.”

“We know that sustainability content on social media has the potential to drive more sustainable behaviors; but it needs to be informative and meaningful content,” asserts Rebecca Marmot, Unilever’s Chief Sustainability Officer. “Climate Week NYC 2023 is the perfect opportunity to collaborate with others and empower influencers to communicate on the key issues with credibility.”

Unilever invites brands, nonprofits and social media content creators to join the coalition by contacting Count Us In at contact@countusin.com.

To see the original post, follow this link: https://sustainablebrands.com/read/marketing-and-comms/content-creators-not-promoting-sustainability-greenwashing-fears





After the Bombshell IPCC Report, the Private Sector Can Close the Gap on Decarbonization

11 04 2023

Ice sheets breaking apart in Jökulsárlón, Iceland.  Image credit: Roxanne Desgagnés/Unsplash

By Mary Riddle from triple pundit com Reposted: April 11, 2023

The latest report from the Intergovernmental Panel on Climate Change (IPCC) outlines the widespread impacts and risks of climate change. The findings are grim: Global surface temperature has risen 1.1 degree Celsius above pre-industrial levels, and greenhouse gas emissions have continued their upward trajectory. Global governments are failing to meet their commitments to curb emissions, and current nationally determined contributions (NDCs) have the world on track to shoot past 1.5 degrees within the 21st century, making it far more difficultto limit warming to below 2 degrees.

As civil society fails to curb emissions and avoid the most catastrophic outcomes of the climate crisis, the private sector has an opportunity to drastically decrease emissions and lead the way to a decarbonized world.

TriplePundit spoke with Steve Varley, global vice chair for sustainability at the big-four accounting firm EY, about the ways the private sector can help change the current climate trajectory and create long-term sustainable value.

“The IPCC report is not the first time that we’ve heard a claxon and seen the red flashing lights in a report done by eminent and prestigious scientists on the climate emergency,” Varley said. “We are not acting appropriately in business or government in response to the report. Capitalism can be a powerful agent, and if we can help stakeholders create value by becoming more sustainable, then the world will be more sustainable. The private sector can help close the gap on climate response when national governments are struggling to meet the expectations of a 1.5-degree pathway.” 

The fight against climate change and the road to COP28

The latest IPCC report is framing the global conversation leading up to the U.N. COP28 climate talks in December. Current NDCs — the formal term for country commitments to reduce emissions — put the world on track to see temperature increases between 2.2 and 2.4 degrees Celsius. And some governments are failing to implement their current emissions reductions strategies.

 “We should be tracking how countries improve their NDCs, if at all, on the way to COP28, especially for the G20,” Varley said, referring to the Group of 20 of the world’s largest economies. “I am encouraged by where the U.K. is getting to, but all eyes are on the United States, India, China and Saudi Arabia. We need to move from pledges and promises to progress and performances.” 

At the COP27 climate talks last year, the Joe Biden administration acknowledged that the public sector could not provide adequate financing to fund the transition to a decarbonized economy. A senior advisor to President Biden noted that the world needs the private sector to help unlock trillions of dollars of climate finance needed to avert the worst effects of the climate crisis, but currently, only a small fraction is available.

“As governments shrink away from meeting their commitments on their NDCs, now is the time for the private sector to step forward,” Varley noted. “For those parts of the world where there is a trust gap between civil society and business, this is our opportunity to walk the talk and show how we are decarbonizing at scale. We should come to COP28 with evidence to civil society how we are closing the gap and decarbonizing our businesses.”

Where do businesses go from here? 

The business case for sustainability is increasingly apparent for the private sector, and there are several ways that companies can create value for stakeholders and engage the public. “Sustainability is the defining challenge for businesses and business leaders over the next decade, and we need to address it proportionately,” Varley said. “Capitalism can, on occasion, wreak havoc on the world, but if we bring the power of the private sector as a change agent to the world, we can make the planet more sustainable. To do that, we have to encourage the creation and protection of value.” 

Additionally, the IPCC report needs to be made more available to folks outside of the sustainability sectors. “The private sector needs to translate the IPCC report into everyday descriptions so that civil society can better understand how not dealing with climate change will  impact their lives and the lives of their children,” Varley told us. 

The world is running out of time to act, and the next few years are critical. Governments must continue to support policies that allow for the flow of climate finance. “It’s difficult when politics does not support the climate change agenda, but the private sector is embracing and responding to the climate emergency,” he said.

“There is a quote that I like, that is often attributed to Napoleon: ‘The job of a leader is to establish reality and then give hope,’” he continued. “COP28 can establish realistic optimism and realistic hope. I am optimistic, because I see the great work in many companies around the world to decarbonize. Businesses can start the movement to overtake governments’ efforts to decarbonize at a national scale and close the gap.” The IPCC report notes that at current rates of implementation, adaptation gaps will continue to grow and that an influx of climate finance is necessary to avoid catastrophe. 

To see the original post, follow this link: https://www.triplepundit.com/story/2023/business-leadership-climate-change/770991





Climate damage is worsening faster than expected, but there’s still reason for optimism – 4 essential reads on the IPCC report

24 03 2023

Wildfires are becoming a greater risk in many countries as the landscape dries. Photo: Michael Nigro/Pacific Press/LightRocket via Getty Images

By Stacy Morford, Environment + Climate Editor, from The Conversation • Reposted: March 24, 2023

Reading the latest international climate report can feel overwhelming. It describes how rising temperatures caused by increasing greenhouse gas emissions from human activities are having rapid, widespread effects on the weather, climate and ecosystems in every region of the planet, and it says the risks are escalating faster than scientists expected.

Global temperatures are now 1.1 degree Celsius (2 degrees Fahrenheit) warmer than at the start of the industrial era. Heat waves, storms, fires and floods are harming humans and ecosystems. Hundreds of species have disappeared from regions as temperatures rise, and climate change is causing irreversible changes to sea ice, oceans and glaciers. In some areas, it’s becoming harder to adapt to the changes, the authors write.

Still, there are reasons for optimism – falling renewable energy costs are starting to transform the power sector, for example, and the use of electric vehicles is expanding. But change aren’t happening fast enough, and the window for a smooth transition is closing fast, the Intergovernmental Panel on Climate Changereport warns. To keep global warming below 1.5 C (2.7 F), it says global greenhouse gas emissions will have to drop 60% by 2035 compared with 2019 levels.

he extent to which current and future generations will experience a hotter world depends on choices made now and in the coming years. The scenarios show expected differences in temperature depending on how high emissions are going forward.IPCC sixth assessment report

In the new report, released March 20, 2023, the IPCC summarizes findings from a series of assessments written over the past eight years and discusses how to stop the damage. In them, hundreds of scientists reviewed the evidence and research.

Here are four essential reads by co-authors of some of those reports, each providing a different snapshot of the changes underway and discussing solutions.

1. More intense storms and flooding

Many of the most shocking natural disasters of the past few years have involved intense rainfall and flooding.

In Europe, a storm in 2021 set off landslides and sent rivers rushing through villages that had stood for centuries. In 2022, about a third of Pakistan was underwater, and several U.S. communities were hit with extreme flash flooding.

The IPCC warns in the sixth assessment report that the water cycle will continue to intensify as the planet warms. That includes extreme monsoon rainfall, but also increasing drought, greater melting of mountain glaciers, decreasing snow cover and earlier snowmelt, wrote UMass-Lowell climate scientist Mathew Barlow, a co-author of the report examining physical changes.

“An intensifying water cycle means that both wet and dry extremes and the general variability of the water cycle will increase, although not uniformly around the globe,” Barlow wrote.

“Understanding this and other changes in the water cycle is important for more than preparing for disasters. Water is an essential resource for all ecosystems and human societies.” 


Read more: The water cycle is intensifying as the climate warms, IPCC report warns – that means more intense storms and flooding


2. The longer the delay, the higher the cost

The IPCC stressed in its reports that human activities are unequivocally warming the planet and causing rapid changes in the world’s atmosphere, oceans and icy regions.

“Countries can either plan their transformations, or they can face the destructive, often chaotic transformations that will be imposed by the changing climate,” wrote Edward Carr, a Clark University scholar and co-author of the IPCC report focused on adaptation.

The longer countries wait to respond, the greater the damage and cost to contain it. One estimate from Columbia University put the cost of adaptation needed just for urban areas at between US$64 billion and $80 billion a year – and the cost of doing nothing at 10 times that level by mid-century.

“The IPCC assessment offers a stark choice,” Carr wrote. “Does humanity accept this disastrous status quo and the uncertain, unpleasant future it is leading toward, or does it grab the reins and choose a better future?”


Read more: Transformational change is coming to how people live on Earth, UN climate adaptation report warns: Which path will humanity choose?


3. Transportation is a good place to start

One crucial sector for reducing greenhouse gas emissions is transportation.

Cutting greenhouse gas emissions to net-zero by mid-century, a target considered necessary to keep global warming below 1.5 C, will require “a major, rapid rethinking of how people get around globally,” wrote Alan Jenn, a transportation scholar at the University of California Davis and co-author on the IPCC report on mitigation.

There are positive signs. Battery costs for electric vehicles have fallen, making them increasingly affordable. In the U.S., the 2022 Inflation Reduction Act offers tax incentives that lower the costs for EV buyers and encourage companies to ramp up production. And several states are considering following California’s requirement that all new cars and light trucks be zero-emissions by 2035.

“Behavioral and other systemic changes will also be needed to cut greenhouse gas emissions dramatically from this sector,” Jenn wrote.

For example, many countries saw their transportation emissions drop during COVID-19 as more people were allowed to work from home. Bike sharing in urban areas, public transit-friendly cities and avoiding urban sprawl can help cut emissions even further. Aviation and shipping are more challenging to decarbonize, but efforts are underway.

He adds, however, that it’s important to remember that the effectiveness of electrifying transportation ultimately depends on cleaning up the electricity grid.


Read more: Revolutionary changes in transportation, from electric vehicles to ride sharing, could slow global warming – if they’re done right, IPCC says


4. Reasons for optimism

The IPCC reports discuss several other important steps to reduce greenhouse gas emissions, including shifting energy from fossil fuels to renewable sources, making buildings more energy efficient and improving food production, as well as ways to adapt to changes that can no longer be avoided.

There are reasons for optimism, wrote Robert Lempert and Elisabeth Gilmore, co-authors on the IPCC’s report focused on mitigation.

“For example, renewable energy is now generally less expensive than fossil fuels, so a shift to clean energy can often save money,” they wrote. Electric vehicle costs are falling. Communities and infrastructure can be redesigned to better manage natural hazards such as wildfires and storms. Corporate climate risk disclosures can help investors better recognize the hazards and push those companies to build resilience and reduce their climate impact.

“The problem is that these solutions aren’t being deployed fast enough,” Lempert and Gilmore wrote. “In addition to pushback from industries, people’s fear of change has helped maintain the status quo.” Meeting the challenge, they said, starts with embracing innovation and change.

To see the original post, follow this link: https://theconversation.com/climate-damage-is-worsening-faster-than-expected-but-theres-still-reason-for-optimism-4-essential-reads-on-the-ipcc-report-202116