The topic of "sustainability"

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Many advertising professionals met in Cannes. Friends reported that it was very nice. played an important role in the speeches and award-winning advertisements. Purpose has become the leitmotif of advertising. Now and then, a few podium stormers and protest ships with large posters gave all participants a clear conscience and a sense of solidarity: the good people are gathered here who are improving the world through mindful, sustainable, tolerant and community advertising, giving it meaning. That is a respectable and understandable wish. But communication does not work like a one-way street in which everything that is shown is automatically mirrored.

The interchangeability, bigotry and opportunistic cambodia rcs data spirit of "purpose strategy" is slowly gaining ground in the industry and in science, but these alone are not the decisive arguments against the communicative purpose madness. The decisive argument is: By reporting on a mindful, sustainable and tolerant world, advertising relieves the public of the real transformation in all areas of our lifestyle. By suggesting that "a lot is already happening" and that we are "treating our environment and our people more sensitively" (which in reality only affects very few people globally), the illusion appears that the right thing is already on the way. However: the real change towards a - however (who actually decides that?) - "better world" has in fact not even begun yet. It is not: "Everything, just green", but "Everything much, much less".