One reality of global climate change is that human behaviors bear responsibility. The advertising industry also bears substantial responsibility for this ongoing tragedy of climate change. Consumption—and the consistent persuasive messages that push society to consume—plays a significant role in causing the planet's climate and environmental degradation. This study examines whether leaders in the advertising industry recognize the problems of climate change, and assesses their perceptions of their own ability as well as the ability of the industry to address climate change. Results of a sample of industry leaders show that more than three-fourths of respondents see climate change as a serious problem. These leaders also perceive fairly high levels of self-efficacy as well as industry efficacy in addressing the problem. Leaders suggest that education of clients, consumers, and agency personnel can not only encourage courageous messaging around climate change, but can also build stronger relationships as well.

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Launched on MUSE
Open Access
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