AUCKLAND, Thursday: Wellesley St-based indie Federation Aotearoa has launched Impact, a specialist consulting division for brands in climate and sustainability.
Managing partner Olly Walker-Boden said: “We want to help marketing, sustainability and HR teams to create an authentic, inside-out brand purpose, with messages that are genuinely transparent about what a brand is doing for climate.
“This is an advertising industry first. We’ve invested in certification with Cambridge University’s Sustainability Leadership Institute and developed brand purpose planning tools to assist marketing leaders to embed sustainability and climate action into their brands.
“The launch of Impact follows its involvement in a number of key climate related initiatives. The agency and CCO Tony Clewett created the Auckland Forever climate brand for Auckland Council.
“This, together with other significant climate-strategy projects, spurred the agency’s commitment.
“Today’s consumers are expecting brands to do more, more authentically.”
“As a result, the agency’s leadership team committed more than 1000 hours with the globally recognised University of Cambridge Sustainability Leadership Institute.
“It is the first and only ad agency in Aotearoa New Zealand to become certified in business and climate and net zero transition, with managing partners Elizabeth Beatty, Olly Walker-Boden and ceo Sharon Henderson all completing the immersive Cambridge programme.
Elizabeth Beatty said: “Every organisation in Aotearoa should have a viewpoint on how their brand will communicate what they’re doing about the most pressing environmental and social issues of our time.
“Brands cannot afford to step forward on sustainability ‘wrong-footed’ – it’s a significant reputational risk and that’s why we’re advising clients on the issue of greenwashing, and how to navigate it with honesty and transparency.”
“Today’s consumers are expecting brands to do more, more authentically. Leaving sustainability as an operational silo that focusses only on reducing carbon emissions is an outdated model.”
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