Our Voices


Communications Project Manager
Hosted by Ben Downing, Global Managing Director, Ethical Media & Strategic Partnerships, the Meaningful Media podcast brings together partners, clients, agency leaders, brand marketers, academics, researchers, policymakers and consultants from across our industry to discuss their perspectives on what makes media meaningful. 

“We have a choice. Collective action or collective suicide. It is in our hands,” United Nations Secretary-General António Guterres told leaders of 40 nations at the Petersberg Climate Dialogue in July this year.

As we come to the end of one of the hottest summers on record – dominated by apocalyptic headlines on heat – the need for ‘collective action’ to fight climate change is urgent.

Contributing to this action is the need for agencies and advertisers to effectively tackle the thorny issue of misinformation, disinformation and greenwashing. Practices which collectively feed the amplification of false narratives around climate change among people.

In this timely conversation between Christine Arena, founder & CEO of social impact production company Generous Films and former Executive Vice President at Edelman and Ben Downing, Global Managing Director, Ethical Media & Strategic Partnerships, Havas Media Group, Christine underlines that now is the time for agencies and advertisers to come together to make the commitment to do better – to collectively acknowledge how serious the problem is and rapidly put an action plan in place.

Calling for brands to enter an era of candour and radical truth-telling, Christine drills the conversation down to one notion: How can brands help people – under the current circumstances – lead a better life?

Christine is an expert on climate disinformation and greenwashing and her early research investigated the line between true and false corporate sustainability. She authored some of the first books on the subject, including the award-winning ‘The High-Purpose Company’. Christine is also one of Forbes’ ‘43 People Changing Advertising For The Climate’.

From definitions of ‘astroturfing’ and ‘disinformation’ to strategies for the industry to tackle distorted climate communications, this is an episode you don’t want to miss!

You can listen to The Meaningful Media Podcast every three weeks on Apple and Spotify
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