Advertising has a significant role to play in creating calls to action for behaviour change – whether in driving consumer behaviour or shifting perspectives about issues.

This story is a reflection of Ogilvyearth’s approach to the creation of campaigns that could inspire new understanding and action in a world that is rapidly changing.

The Conscious Brand book was born in 2008, and now you are holding in your hands the next chapter of the story – one that could have the most profound impact on the way we do business. Consider the change that could be implemented if sectors worked together to adapt to the resource-related issues we will all face in the future

As communication specialists our job is to tell inspiring stories that are relevant and authentic. As part of the greater communications industry the opportunity to lead by example has never been more appropriate.

Melissa BairdEditor and Strategist

A conscious industry is one that sees itself as part of a wider context than its responsibilities to shareholders and the ‘bottom line’. It has an obligation to take into consideration the social, environmental and economic landscape in which it operates. We don’t have any option other than to adopt these principles, because if we don’t consider the environmental impact of our industries we are simply going to demand more of the planet than it can give. We are already placing a burden on the world’s resources and ability to absorb the unwanted by-products of industry that is one and a half times what is sustainable in the long term. We are over our environmental spending limit. We simply cannot keep producing goods without considering their total life cycle and what happens to the resources that are bound up in the waste stream. By creating a conscious industry and having businesses tackle these issues together we can create solutions.

Hermann Erdmann

CEO: REDISA (Recycling and Economic Development Initiative of South Africa)

Published by Ogilvyearth South Africawww.ogilvyearth.co.za

First published in 2013© Ogilvyearth 2013All rights reserved

Concept: OgilvyearthEditor: Melissa BairdIllustrations: Charmaine Taylor Writers: Sandra Visser & Ivan AyliffeLayout: Asanda Rani & Charmaine TaylorRepro: Charmaine TaylorPrinting & Binding: FormesetPaper stock: 200 gsm Cacoon

I believe the advertising industry has a major role to play in communicating the changes that face our world: to create campaigns and tell stories that encourage a new way of thinking about brands and their role in society. The Conscious Brand (2008) was our first contribution to the story; The Conscious Industry is its natural successor. The narrative has been a collaboration of insight from thought leaders who are making a massive difference to the way in which business is run and to our perspective on our relationship to the environment.

Steve Massey

Managing Director: Ogilvyearth South Africa

Published by OgilvyEarth South Africawww.ogilvyEarth.co.za

First published in 2013© OgilvyEarth 2013All rights reserved

Concept: OgilvyEarthEditor: Melissa BairdIllustrations: Charmaine Taylor Writers: Sandra Visser & Ivan AyliffeLayout: Asanda Rani & Charmaine TaylorRepro: Charmaine TaylorPrinting & Binding: FormesetPaper stock: 200 gsm Cacoon

E

21

43

65

87

Deforestation

threatens to destroy

nearly half of the

world’s plants, animals

and microorganisms

in the next 25 years.

10

It takes around 40 litres of crude oil to produce one passenger tyre.

There is enough tyre cord in a 36.00-51 Earthmoving tyre for

you to be able to stand on earth and fish

on the moon.

9

12

About 250 million

children ages 5 to 14 are forced to

work in sweatshops across the world.

Consumers are willing to pay 15% more for products that are not made in sweatshops,

while sweatshop salaries, when

doubled, will only increase the cost

of an item by 1,8%.

11

14

16

in everything we do, and

leading by examplemust be our motto too.”

“Let’s strive for better practices

our current situation

is through solutions that will last and constant innovation.”

“The only way to move beyond

15

1817

20

If the world carries on

like it has functioned

up to now, we will run

out of lead in 42 years,

tin in 40 years and

silver in 29 years.

19

22

:

2423

26

The brand had done

its best and hoped

their goal would be accomplished. 2827

One and all soon voted “yay”:

the letter could be published.

27

30

And thus the brand could smile again.

The industry was mending.You see, a conscious industry

29

va

powered by Zoom advertisingThe environmental facts in this book were sourced as follows:

p.7: www.savetheamazon.org/rainforeststats.htm p.10: REDISAp.12: www.dosomething.org/tipsandtools/11-facts-about-sweatshopsp.20: cache.gawker.com/assets/images/gizmodo/2009/04/26051202.jpgp.22: www.greenwaste.com/recycling-stats