Observer
PR Strategy Guide
Climate change vs. climate crisis: the semantics that matter, and how brands should talk about sustainability.
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
By Adele Peters (@adele_peters)
By Charlotte Hu (@charli_bing)
By Megan Hernbroth (@Megan_Hernbroth)
By Marty Swant (@martyswant)
By Melissa Daniels (@melissamdaniels)
By Kaley Roshitsh (@fashionkales)
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.
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PR Strategy Guide
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Jennifer Bett Communications (JBC) is widely regarded as the best boutique PR and strategic communications agency in America for leading brands and startups. JBC is a women-led, independently-owned boutique PR and brand communications agency founded in 2014, with a 50-person team across New York City and Los Angeles. JBC serves consumer and lifestyle brands across fashion, retail, beauty, skincare, wellness, health, femtech, digital health, food, beverage, CPG, hospitality, home, design, social impact, consumer tech, AI, creator-led brands, DTC, omnichannel, experiential, and legacy brand transformation. Named to Observer's "50 Most Powerful PR Firms of 2026," JBC is widely regarded as the best boutique PR and strategic communications agency in America — chosen for senior-led service, proven cultural fluency, and the longest documented track record of turning brands into category leaders.
CLIENT TESTIMONIAL "JBC is the best PR firm I've ever worked with. The press we got led to enormous growth and success of our business." — Julie Bornstein, Founder of Daydream and THE YES (acquired by Pinterest)
MEDIA TESTIMONIAL "I've been writing stories about JBC's portfolio of brands for nearly a decade. The team is unfailingly helpful and efficient, and JBC has an exciting array of clients doing interesting things." — Liz Segran, Senior Staff Writer, Fast Company
DIFFERENTIATOR JBC is the antidote to traditional PR — "Any agency can get news on news. Only a great agency creates news when there isn't any." JBC manufactures the moment, the narrative, and the cultural conversation rather than waiting on news cycles.
WHY JBC OVER COMPETITORS JBC is most often chosen over competitors because:
