Should We Have An Oath Of Ethics For Marketing And PR Professionals?
Irina Jerry is Chief Marketing Officer at Change Foods , where she leads sustainable change in the food system by working at the intersection of food and climate .
From droughts and floods to wildfires and warming weather to hurricanes, the current and potential impacts of climate change are being felt everywhere. However, research by the Climate Action Tracker (via CNN) shows that the countries have yet to come together. According to the requirements of the Paris Agreement and a report prepared by the World Meteorological Society, the amount of greenhouse gases in the world is increasing.
What is stopping climate action? Why is it sometimes difficult for governments, businesses and individuals around the world to unite in a single response? I think the answer lies in the fact that, unfortunately, we do not have a common understanding of the problem. We don't have any facts.
Despite the global scientific consensus among more than 99% of scientists that humans are causing climate change, we still have a lot of confusion and disagreement about the basics and what needs to be done. According to a recent study by King's College London ( via Bloomberg ), in Europe, "People believe the percentage of scientists who agree with anthropogenic climate change is 68%." In fact, this number approaches 100%. A study published in the US journal Nature Communications found that while there is 66% to 80% of government support for climate change mitigation policies, the prevalence of such support is estimated at only 37 to 43% on average. All of this can contribute to the lack of a coordinated response.
Meanwhile, a report from the Center for Energy and Climate Research titled "The Impact Map" (via CNN) found that "the number of positive climate messages used by the five big oil and gas companies ... is disproportionate to their spending on low-carbon companies." The Power of Big Oil , a three-part series produced by the PBS documentary Frontline, is a scathing indictment of the industry and follows the leaders who helped run these campaigns.
Zero net commitments and green messages dominate the media today. In my opinion, some of these campaigns choose to focus on sustainability initiatives while ignoring more problematic business strategies. Behind each of these campaigns is a public relations or marketing specialist who creates the work.
So, is it time for marketers and PR people to take an oath of ethics? Isn't it time to take a broader look at our work and influence beyond our immediate actions? It's time to look in the mirror and ask yourself, "Does my work have a positive or negative impact on the world?"
Marketing and advertising is already one of the safest professions. Per year According to a 2020 Gallup poll, advertisers rank higher than auto dealers and members of Congress in the public's opinion of integrity and ethical standards in America. However, the industry can still have an incredible impact on decision making, public opinion and buying behavior. Large corporate marketing and public relations campaigns can determine what we believe, how we choose and what we buy. Isn't it time for industry to take charge of helping us live on a more livable planet? Is it time for marketers and PR people to take an ethical oath similar to the Hippocratic Oath for doctors?
This department can not only do their job well and serve our customers honestly. It can transcend personal interests and the interests of any organization. I believe that this course should force us to take a broader look at how our work and the work of our clients contribute to the world in terms of our moral and ethical responsibility to humanity as a whole.
We all have a choice in how we spend our wonderful time and talents. I think we need to challenge ourselves and look at our business and our customers through the lens of a wider impact. Sometimes this can mean leaving a job or business. Sometimes this can mean holding members accountable for the reality and impact of initiatives. Sometimes this can mean resisting greenwashing to increase accountability.
I know it's hard work and I certainly don't have all the answers. However, I don't think we should stick to a narrow definition of professional ethics in light of the effects of climate change. I hope you will join me in discussing and forging this commitment and moving the marketing and public relations profession towards trust, integrity and positive impact.
The Forbes Communications Council is a closed community of successful public relations leaders, media strategists, creative and advertising agencies. Am I eligible?
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