1. Hope of the extinction rebellions

With reference to the provided later of the extinction rebellion in the UK, a profound focus can be highlighted from their perspective in terms of addressing the consequences of climate change in a successful manner. As per my concern, the extinction rebellions have looked forward to ensure the consequences of sustainability to a large extent as an integral part of tackling the global climate and ecological emergency. In this regard, the consideration of an open letter to respective advertisers as well as agencies eventually reflects their focus to generate awareness regarding the toxic impact of climate change disaster (McCarthy, 2019).

The members of the extinction rebellion eventually paid attention to obtain distinctive sustainable efforts from the perspective of marketers as well as potential stakeholders associated within the advertising industry. The prime reason behind this awareness as well as efforts of the extinction rebellion members reflect the warning announced by the United Nations to have only 12 years left in terms of limiting the climate change disaster (McCarthy, 2019). They are eventually looking forward to generate subsequent awareness among common people to force the marketers to eliminate environmental impact. The adoption of a civil resistance model is also highlighted in this article from the perspective of the extinction rebellions as an integral part of supporting their focus on sustainability as well as climate change actions.

Three subsequent demands are also placed by the extinction rebellion in this case that can also be signified as an integral focus of the year achievement. According to their demands, subsequent government intervention is also required with the declaration of a climate emergency. The conceptualisation of legally binding policies is eventually highlighted by the extinction rebellion members from the governmental perspective in terms of cutting down the amount of carbon emissions to net zero by the end of 2025 (McCarthy, 2019). Adequate citizen awareness has been also confronted by them by building a citizen’s assembly to effectively monitor the changes. According to their focus, the advertising industry has been on target in terms of inspiring valuable changes required for dealing with climate change.

2. Response of the UK ad agencies and their clients

With reference to the mentioned problems and issues regarding climate change, the UK advertisement agencies and clients should consider a sustainable approach to communication. The topmost concern in this context highlights the consideration of green marketing strategies that could be highly beneficial for the UK ad agencies to respond to climate change (Lam and Li, 2019). Distinctive focus on digitalisation of marketing activities can also be highlighted in this case, which would ensure elimination of paper waste and others. For example, the context of a renowned global brand Starbucks can be highlighted that has extensively promoted green marketing practices as an integral part of ensuring environmental protection (Tsai et al. 2020). The UK ad agencies are eventually recommended to cut down greenhouse gas emissions from their overall advertising as well as promotional activities with reference to deal with the toxic impact of climate change.

Figure 1: Components of triple bottom line theory

(Source: Walker et al. 2020)

The context of the triple bottom line theory can be highlighted in this regard. The theoretical understanding defines the sustainability framework with reference to three valuable areas including people, profit and planet for measuring the success of a business (Walker et al. 2020). The prospects of the planet are highly preferred in this context with due regards to ensure environmental welfare by eliminating the detrimental effect of climate change disaster. Along with green marketing and digital promotion, the conceptualisation of eco-friendliness should also be assured by the UK advertising agencies with the help of eco-friendly products as well as recycled materials. As an example, the case of a renowned global brand Apple can be highlighted that has profoundly focused on eco-friendly features within their communication approach. Along with considering the attributes of sustainable and green marketing, Apple has been looking to demolish the usage of carbon materials in their products (Apple world, 2020). The green policies of Apple eventually include renewable energy as well as recyclable materials. In this manner, Apple is also fighting against climate change where the prospects of single use plastic packaging have been eliminated by the organisation while ensuring investments for carbon removal. These initiatives should be followed by the UK ad agencies in terms of ensuring sustainable and green communication.