"Office Hours" #4: Climate Crisis > Climate Change
Hi everyone,
Since our last issue, we’ve been busy discussing the differences in semantics between the terms “climate change” and “climate crisis.” The former describes global warming in scientific, almost passive terms — and in environmental circles, is no longer considered accurate in reflecting the seriousness of the overall situation. Serious may not even be the right word for it; grim is more like it. Just consider the latest Intergovernmental Panel on Climate Change (IPCC) report, which came courtesy of hundreds of climate scientists around the world: Climate change is, in fact, a crisis caused by fossil fuels — and it’s only going to get worse.
We at JBC aren’t in the business of fossil fuels. PR as an industry, however, isn’t not, though. In 2004, BP hired PR firm Ogilvy & Mather to brand and popularize the term “carbon footprint,” promoting the dangerous misconception that climate change is not the fault of an oil giant, but of individuals. Everyday industries from fashion and beauty to home and design rely on crude oils to create the products we wear on our bodies and welcome into our homes. Take fashion: According to a recent report published by the Changing Markets Foundation, 67% of more than 4,000 garments across 12 popular European brands — including H&M, Zara and even Louis Vuitton — contained petroleum-based fabrics, like polyester, nylon and PVC.
What are we doing, then, to ensure we’re not part of the problem?
Here at JBC, sustainability alone is not simply enough. We refuse to advise our brand partners to promote ethical consumption when consumer advocacy is needed in equal measure. Our roster of portfolio brands reflects this mission, as do all activations and interactions with which we engage with the media.
This takes the form of initiatives big and small. Last month, Air Company launched Sustainable Aviation Fuel made from captured carbon dioxide. Stuart Landesberg, co-founder and CEO of Grove Collaborative, visited the White House to celebrate the passing of the landmark Inflation Reduction Act, which will provide the most ambitious funding ever for tackling climate change. Fashionphile’s solar roofs, which were installed earlier this year, are on track to generate over 200,000 kWh of electricity before the year’s end; that reduces greenhouse gas emissions by 120,000 pounds — the same as 2,500 trees absorbing a year’s worth of carbon dioxide. Cabinet Health provides its customers and enterprises with plastic-free packaging for their everyday medicine, reducing personal healthcare waste. And with Halloween fast approaching, Primary is encouraging its shoppers to use their clothing for costume purposes, rather than buy single-use costumes.
The climate crisis is dire, but our response to it doesn’t have to be. Below, we’ve highlighted a few of recent stories from our brand partners that show that this is a battle we can fight together.
‘Til next time,
Jenny & Melissa
Air Company x Fast Company
This jet fuel was made by sucking carbon out of the air. It could power your flights by 2024
By Adele Peters (@adele_peters)
Air Company x Popular Science
Sustainable jet fuel is taking off with commercial airlines
By Charlotte Hu (@charli_bing)
Air Company x Axios
Sustainable vodka company sells jet fuel
By Megan Hernbroth (@Megan_Hernbroth)
Grove Collaborative x Forbes
Drew Barrymore’s first Grove Collaborative campaign takes an optimistic tone to address plastic’s dire problem
By Marty Swant (@martyswant)
Nuuly x Modern Retail
How Nuuly is using technology to aid in sustainability tracking
By Melissa Daniels (@melissamdaniels)
Fashionphile x WWD
The luxury of repair: How high-end handbags are being restored, primped and prepped
By Kaley Roshitsh (@fashionkales)
west~bourne x Forbes
Chef turned food entrepreneur aims to build a zero-waste brand
By Esha Chhabra (@esh2440)
If you’re looking for more inspiration to act on your sustainability goals, our piece on the Fresh Start effect explores the psychology of turning intention into action.