Most people view climate change as a global emergency. But how do we address it? According to research from the UN, people don't want to take individual action to impact change, such as by adopting a plant-based diet. Instead, they want to see governments and corporations enact institutional change.

Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?

The language of climate change is evolving. Once popular terms such as ‘global warming’ and ‘greenhouse effect’ are being replaced by ‘the climate crisis’ and ‘climate emergency’. The shift not only reflects how the crisis is worsening but also how the climate conversation is maturing.

The COVID-19 pandemic simultaneously exposed people to the impact of climate change and distracted their attention from it, leaving many struggling to make the right decisions and take meaningful action. So, how can brands assist Americans in their next steps towards sustainability?