Or is the industry just another tool in the Green-washers arsenal to delay any serious response?
The sustainability conversation is strengthening in the region as The Climate Summit COP28 is coming to Dubai at the end of the year, but many agencies and brands still seem oblivious to the challenge and lack the right training and education. In a country where 30% of GDP still stems from oil exports it’s no easy feature, but one can choose to embrace sustainability as an opportunity or stay paralyzed in fear of change.
The advertising industry’s licence to operate is on the line, if we don’t step up to the challenge and showcase how we can part of the solution and showcase a better way forward for society. Creative ideas, new powerful narratives and innovative behaviour change programs are all desperately needed. For the most part, we do have the sustainable solutions at hand, but we need to mobilize all of us. I believe we as an industry can – what do you think? More about the Festival here: https://www.dubailynx.com
PS: If you’re in Dubai and want to discuss this further or want to be part of the solution, please don’t hesitate to contact me.