Brave Work in the Age of Climate Change: The Sustainability Imperative Colloquium

At the Advertising & Society Colloquium held on March 1, 2024, at the Smithsonian Institution’s National Museum of American History, University of Oregon advertising professor Deb Morrison delivered a plenary address emphasizing the advertising industry’s potential to address the environmental crisis. Following a keynote on intersectional environmentalism by Leah Thomas and a discussion on Smokey Bear’s legacy, Morrison called for the industry to leverage its creative power for climate action. Expanding on her research for her upcoming book, Brave Work in the Age of Climate Change: A Creative’s Guide to Advertising and Brand Messages in Complicated Times , to be published in 2025, she argued that advertisers can and must turn the tide on the climate emergency. She highlighted the importance of storytelling and data visualization, like Ed Hawkins’ “Warming Stripes,” to communicate climate change effectively. Morrison stressed the ethical imperative for the industry to combat greenwashing and adopt “brave work,” characterized by empathy, authenticity, and scientific literacy. She urged creatives to engage in activism, promote sustainable practices, and inspire societal change. Morrison’s address underscored the necessity for the advertising industry to evolve and embrace its role in solving the environmental emergency. This talk was part of a broader colloquium theme, “The Sustainability Imperative,” and followed a plenary by environmental activist Leah Thomas and a panel on the legacy of Smokey Bear.