As Cop26 approaches, one agency is launching its own eco-focused practice
PR agency Red Consultancy has launched a new service offering to help corporate clients market their eco-friendly credentials, with Avon, McDonald’s and Sky among the founding clients.
The Cop26 climate change conference is coming to Glasgow next month
As the world’s attention turns to what nation states and businesses promise to do to prevent the worst effects of man-made climate change at the Glasgow Cop26 summit, Red Consultancy says Green@Red will “help brands to develop both their climate change strategies and define the vital consumer and stakeholder engagement campaigns to support them.“
According to Red, the launch was propelled by the media interest in products and announcements relating to climate change and sustainability. Its own research claims that use of the term ‘net zero’ in press announcements increased by 38%; that stories on sustainable packaging grew by almost 50%; and that announcements of meat-alternative products grew by 122%.
The new service offering launches with founding clients Avon, Smart Energy GB, McDonald’s, Sky, Epson and Zen.
Emily Morgan, managing director of operations and innovation at Red, who will head up the new business unit, said: “Every brand or business wants to be a net zero hero. But whether it is setting out long-term strategy or engaging consumers and stakeholders, the risks are as significant as the rewards. Green@Red will help clients focus on the right actions, the right engagement and the right communications strategies.”
The consultancy has enlisted the help of sustainability strategist Nita P Woods and Sara Vaughan, creator of Brands with Purpose, to bolster its own expertise. Woods said: “We will be delivering our collective expertise to address the most pressing environmental challenges for businesses. I believe there is a role for responsible PR and communications that affects positive change across businesses, starting today.”
Vaughan commented: ”The time to act is now. Not only does the planet need business to take an urgent stand, but the huge increase in people using their purpose in their pocket to demand planet-friendly practices and products means that ultimately only companies that truly, transparently embrace and embed this, and tie it to their commercial success, will survive and thrive.”
Sustainability has been a lucrative vein for advertising and marketing firms lately. In July, WPP head honcho Mark Read declared that ”demand is off the scale” for its ESG services.