In an era where AI has the potential to drive social change or exacerbate misinformation, the advertising industry finds itself at a pivotal juncture. Harriet Kingaby, co-founder of the Conscious Advertising Network (CAN), is at the forefront of advocating for ethical advertising that can reshape climate communication. Harriet’s journey, which began with a fascination for the environment, has evolved into a career dedicated to responsible messaging within the digital age. Her work with CAN highlights the critical role advertisers play in an age where AI can both spread and prevent climate misinformation.

During a recent podcast discussion, Harriet shared insights on how CAN is addressing the ethical complexities of climate communication, especially as AI technologies continue to disrupt the media landscape. She touched on the ethical concerns posed by AI, the need for responsible storytelling, and how CAN is helping advertisers use their influence to foster truthful and impactful climate discourse. Harriet’s perspective is grounded in the reality that AI, while transformative, has the potential to destabilise the very platforms it seeks to enhance if not used responsibly.

AI’s Double-Edged Sword: Democratising Misinformation

AI technologies like ChatGPT, Bard, and other generative models have revolutionised the ability to create realistic, human-sounding content at unprecedented scale and speed. However, this accessibility has significant drawbacks, particularly when it comes to spreading misinformation. Harriet shared that CAN recognises how AI can “democratise the production of mis- and disinformation,” enabling malicious actors to generate misleading narratives quickly and effectively. “It makes it easy to create and distribute misinformation across platforms,” she noted, underscoring the potential for AI to amplify climate misinformation in ways that traditional media never could.

Climate misinformation remains a pressing issue in AI-generated content, as such tools are often trained on unregulated data sources that may include biased or false information. AI systems are adept at producing content that emotionally resonates with audiences, which makes them especially dangerous when used to manipulate opinions. “Misinformation is engaging content,” Harriet explained.

“It plays on our emotions and fuels viral spreads, which means that harmful climate messages can circulate widely before anyone has a chance to counter them”.

Reaching the “Persuadables”: The Power of Relatable Climate Narratives

Harriet believes that sustainable brands and the climate movement should be engaging the “persuadables”—the middle-ground audience who may not be fully aligned with environmental activism or denialism but are open to climate-friendly messaging. She knows how effective this approach can be from her work at Media Bounty and ACT Climate Labs.

“Businesses often overlook persuadables, focusing on preaching to their supporters or responding to detractors, but they miss the chance to reach people who can be swayed by accessible, relatable information”.

Harriet advocates for communication that is straightforward and ties into familiar values, such as family, community, and financial security. Instead of scientific jargon or confrontational tactics, encouraging a narrative that makes climate action personally relevant. For instance, Harriet suggests highlighting the economic benefits of renewable energy rather than framing it solely as a climate issue. “We can talk about wind turbines as a boon for local economies, like the new shipbuilding for our area,” she said, offering a model for how organisations can connect climate solutions to everyday concerns.

Harriet’s approach is focused on crafting messages that resonate with individuals’ lived experiences, especially when communicating complex issues like climate change. This targeted messaging, Harriet believes, can be more effective in bridging gaps in climate awareness, especially in a media landscape dominated by fragmented perspectives.

CAN’s Mission: Building an Ethical Framework for Advertising

CAN, which Harriet co-founded, brings together over 180 organisations in a mission to break the economic ties between advertising and harmful content. Their goal is straightforward yet impactful: prevent advertising dollars from funding misinformation, hate speech, or low-quality content. As Harriet puts it, CAN is focused on “promoting advertising as a cultural force for good” and empowering advertisers to make choices that support responsible media .

CAN’s initiatives guide brands to consider the ethical implications of their advertising placements, from avoiding platforms known for misinformation to supporting high-quality journalism. “Brands have the power to decide where their ads appear, and with that comes the responsibility to avoid funding harmful content,” Harriet emphasised. This conscious approach not only protects brands from reputational harm but also helps shift the media landscape towards a more truthful and diverse narrative environment .

One of CAN’s focus areas includes assisting brands in creating adverts that positively represent communities, reflect sustainability values, and counter climate misinformation. Harriet highlighted how advertising has the ability to influence public narratives significantly:

“Businesses can shape cultural conversations through their media placements, and by doing so responsibly, they can help combat misinformation and champion integrity in climate communication” .

AI and Ethical Communication: Balancing Optimism with Caution

Harriet maintains a cautiously optimistic view on AI’s potential in climate communication, provided it is used within an ethical framework. While she acknowledges AI’s capacity to optimise energy systems, aid in climate research, and revolutionise industries, she is acutely aware of its risks, especially in advertising. “The unregulated growth of ad tech has already shown us what can go wrong,” Harriet said.

“If we don’t apply lessons from ad tech to AI, we could find ourselves facing similar, if not worse, challenges” .

One of Harriet’s primary concerns is the rapid pace of AI development, which makes it difficult for regulatory frameworks to keep up. She stresses the importance of policymakers and the public being able to understand the technologies in order to make informed decisions. “We need translators—people who can break down complex AI concepts for policymakers and the public, helping them understand both the risks and opportunities,” Harriet shared, stressing that understanding AI is essential to its responsible use .

Practical Advice for Businesses Navigating AI’s Ethical Landscape

For businesses exploring how to navigate AI’s ethical challenges, Harriet provides concrete guidance: start with core values. By grounding their AI strategies in brand values, companies can ensure they make decisions that align with their commitment to responsible communication. “Brand values should define how you show up in society. They can help set the ethical standards for how you use AI, where you place ads, and the content you support,” Harriet advised .

She also recommends that companies work with experts to fully understand AI’s capabilities and limitations. CAN’s manifestos include advice for integrating ethical practices in both creative processes and media planning, ensuring brands can make informed choices when employing AI tools. Harriet’s advice is straightforward: “Don’t be afraid to ask questions. If your AI vendor can’t explain their technology in plain terms, that’s a red flag” .

Additionally, Harriet encourages companies to think beyond compliance, urging them to see AI not just as a tool but as a transformative force with potential for societal impact. By embedding ethical checks into procurement processes and risk management plans, brands can safeguard against unintentional harm while remaining competitive in a rapidly advancing technological landscape.

A Vision for the Future: Conscious Choices and Collective Action

At the heart of Harriet’s work is the belief that businesses can use their influence to promote positive change. Conscious advertising is not just about avoiding harmful content; it’s also about actively supporting narratives that advance societal good. Harriet envisions a future where advertising budgets are used to support media integrity, where brands take ownership of their role in public discourse.

“Businesses have massive influence and budgets; let’s use that power for good,”

she urges .

As AI continues to evolve, Harriet advocates for a collaborative approach that includes businesses, policymakers, and the public. She hopes CAN’s work will inspire brands to commit to ethical advertising practices that align with the evolving media landscape. Her message is clear: “AI’s potential is immense, but so are its risks. We must ask ourselves what kind of world we want to create with these technologies and take action to ensure they help us get there” .

Through CAN’s pioneering initiatives, Harriet is laying the groundwork for a responsible, transparent, and impactful advertising sector. By helping brands understand their influence and encouraging them to embrace ethical choices, Harriet is fostering a media ecosystem that prioritises truth and integrity—a necessity in the age of AI-driven communication.

As she concluded in the podcast, “It’s about taking a breath, being conscious of the choices we make, and recognising the responsibility that comes with influence. Together, we can reshape the narrative, one ethical decision at a time”

As the world grapples with the twin challenges of climate change and social inequality, the call for a more integrated approach to sustainability has never been louder. For leaders like Claudia Dommett-Nöhren, currently Head of ESG at nGAGE Talent, the focus isn’t just on reducing carbon footprints, but also on driving social value and equity across industries. With over 15 years of experience in sustainability, Claudia has played a key role in shaping sustainability strategies that not only address ecological concerns but also ensure that social justice is part of the equation.

During a recent episode of the podcast, Claudia shared her insights on navigating the evolving landscape of sustainability, highlighting the need to bridge the gap between environmental goals and social equity. Throughout the conversation, she delved into her career journey, the lessons she’s learned, and the ways in which businesses can embed sustainability into their core operations.

From Animal Rights to Holistic Sustainability

Claudia’s passion for sustainability began at an early age, initially focused on animal rights and later expanding to encompass broader environmental and social issues. “It started at a very young age… getting really into animal rights in the cosmetics industry as someone in primary school,” she explained. This passion later evolved into a more comprehensive interest in environmentalism, leading her to pursue studies in environmental management and policy.

Her career began within the rail industry, where she gained experience in environmental management before moving into more holistic roles in sustainability. She quickly realised that to make a lasting impact, it was crucial to integrate social considerations alongside environmental efforts. Reflecting on this transition, she stated,

“We have this term sustainability… but quite a lot of people, including myself at times, tend to look at environment, social, and economic factors separately rather than integrating them effectively.”

Embedding Sustainability into Business Operations

A key theme throughout Claudia’s career has been the importance of embedding sustainability into business processes rather than treating it as a standalone initiative. According to her, sustainability efforts should be woven into the fabric of everyday business operations to ensure they become part of the company’s culture. “You need to embed sustainability into existing business processes… If you come in with a completely new, shiny strategy, it can overwhelm people and face resistance,” she said.

Claudia’s approach often involves linking sustainability initiatives to existing business objectives, which can help companies achieve incremental improvements that ultimately drive significant change. She pointed out that integrating sustainable practices into areas such as procurement, HR and finance can gradually transform a company’s operational model, making it more resilient and efficient.

The Green Skills Gap and Just Transition

One of the pressing challenges that Claudia highlighted during the conversation is the growing green skills gap. As industries pivot towards more sustainable practices, the demand for professionals with expertise in green jobs and sustainability is increasing. However, there is a noticeable disconnect between the skills employers are looking for and the qualifications of many job seekers.

“There’s a skills gap that we need to bridge… I see businesses struggling to find the right candidates for sustainability roles, while there are also many people who want to enter the field but can’t land a job,” Claudia observed. To address this, she advocates for a more inclusive approach to hiring and upskilling. This includes creating opportunities for underrepresented groups to enter the sustainability sector and providing training to help current and new employees gain the necessary skills to transition into green roles.

Claudia also emphasised the need for a “just transition,” ensuring that the shift towards a low-carbon economy does not leave anyone behind. She stated, “We can’t have a just transition without being inclusive… Different people bring different strengths, and by including everyone, we can spark new ideas and solutions.” By addressing social equity alongside environmental goals, businesses can foster a more balanced and sustainable future.

Overcoming Resistance and Encouraging Innovation

Throughout the discussion, Claudia acknowledged that resistance to change is one of the biggest obstacles when it comes to implementing sustainability initiatives. She highlighted that some business leaders are wary of sustainability efforts disrupting day-to-day operations, and this can hinder progress.

“There’s a fear of sustainability initiatives disrupting day to day business operations,”

she said. To overcome this, Claudia recommends starting with small changes and demonstrating their benefits before scaling up efforts.

Moreover, Claudia believes that fostering a culture of innovation and embracing failure are critical for driving sustainability forward. “We need more courage to fail,” she explained. “Innovation is essential, and businesses must be willing to trial new ideas, even if they don’t always succeed.” This mindset can help companies explore new avenues for reducing their environmental impact and improving social outcomes.

Integrating Social Value with Environmental Goals

A significant part of Claudia’s work has involved integrating social value into sustainability strategies. For instance, during her time in the rail industry, she developed social value strategies & frameworks that considered issues such as modern slavery risks, community engagement, inclusivity as well as maximising the wider social impact of rail. She reflected, “The rail industry, being a social good, has a duty to maximise its benefits to society.”

Claudia’s approach to social value extends beyond compliance and reporting. She views it as a crucial element of sustainable business practice that can drive meaningful change when implemented thoughtfully. For businesses to genuinely integrate social value, they need to move beyond tick-box exercises and embrace strategies that consider the long-term social and environmental implications of their actions.

The Role of Compliance in Sustainability Efforts

During the conversation, Claudia acknowledged the growing role of compliance and reporting in sustainability. While she recognises its necessity, she expressed concern that an excessive focus on compliance can detract from the time and resources available for driving actual change.

“I spend a significant amount of time on reporting… which means less time dedicated to innovative projects,”

she noted.

Claudia argues that while compliance frameworks are essential for ensuring accountability, they should not overshadow the need for action. She suggests that companies balance compliance with proactive measures that address both environmental risks and social considerations, thereby creating a more comprehensive sustainability strategy.

Looking Ahead: The Future of Sustainable Business

Reflecting on the state of sustainability in business today, Claudia expressed a mix of optimism and urgency. She acknowledged that there has been significant progress in raising awareness and integrating sustainability into corporate agendas, but believes that the pace of change is still too slow. “We have many of the tools we need… but we’re not implementing them fast enough,” she remarked.

Claudia’s vision for the future involves businesses recognising that sustainability is not just an add-on or a compliance requirement, but a fundamental aspect of long-term success. “Companies need to wake up to the fact that preserving environmental resources is essential for their survival… You can’t operate on a dead planet,” she asserted. Her call to action is for businesses to embed sustainability into their DNA and view it as a driver of innovation and resilience.

Conclusion

Claudia’s insights serve as a powerful reminder that the journey towards a sustainable future requires a holistic approach that integrates environmental goals with social equity. By embedding sustainability into business operations, addressing the green skills gap, and fostering a culture of innovation, companies can drive meaningful change and contribute to a just transition. As Claudia puts it, “Sustainability makes good business sense… It’s about creating efficient practices that ensure long-term viability.”