The sustainability marketing and communications team at GoodSense has become the first in New Zealand to join Comms Declare, a climate communications group that advocates for a shift away from promoting fossil fuel industries.
The core message of Comms Declare is clear: communications professionals should stop representing the fossil fuel sector. The group believes that this action is one of the most significant steps the industry can take to help steer society toward climate solutions. After four years of successful operation in Australia, Comms Declare has now expanded its efforts into New Zealand.
This move comes amid growing global pressure to halt the promotion of fossil fuels. Earlier this year, UN Secretary-General António Guterres urged governments and businesses to stop advertising fossil fuel companies, which he has described as the “Godfathers of climate chaos.” More than 40 jurisdictions worldwide, including 16 in Australia, have already imposed restrictions on fossil fuel promotions, thanks to advocacy from Comms Declare.
Matt Halliday, spokesperson for Comms Declare Aotearoa, praised GoodSense for taking a leadership role in this shift. “Signing up to Comms Declare is the best way to show you understand the urgency of the climate crisis,” said Halliday. “Kath, Jo, and the GoodSense team are leading the way. If you run a business or agency in the communications sector, we urge you to join them in committing to do better.”
Kath Dewar, founder and managing director of GoodSense, shared the company’s reasons for joining the initiative. “We don’t work with any fossil fuel products or high climate-harm services because it would contradict our other work with brands that are actively making a positive impact for people and the planet,” Dewar explained. “With communities across Aotearoa already facing the devastating impacts of extreme weather, we see this commitment as a necessary step. We want more communications agencies to reject fossil fuels in the same way they have turned away from working with tobacco companies.”
The launch of Comms Declare in New Zealand comes at a critical time. In September 2024, the group published the “F-list” – a list of agencies in New Zealand and Australia still representing fossil fuel clients. Comms Declare is now calling on more agencies and individuals in the communications industry to heed the United Nations’ call to action and divest from fossil fuel clients, pushing the industry towards more responsible, climate-conscious practices.
As the global community continues to grapple with the urgent need for climate action, GoodSense’s bold move is a step in the right direction, showing the power of communications professionals in shaping a sustainable future.
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