This is a real opportunity for brand owners but it will require brands to be open and honest. It is no use saying that you are carbon neutral if you are just off-setting and not actually reducing your energy consumption and emissions.
This will mean marketing professionals will have to move away from simple product-based claims to an approach based on educating consumers about the impact of their choices - step forward PR.
Michael Bennett, MD, Pelican PR.
Send your letters (200 words maximum) to firstname.lastname@example.org.