Earth Day needs to get fiercer

Earth Day needs to get fiercer. As a global event at a time when climate change is accelerating, the impact of the climate crisis is increasing, and emissions are rising significantly, we think it needs to focus on demanding more actionable change – driven by change in legislation and regulation.

IPSOS have released an Earth Day 2024 report which paints a bleak picture of rising apathy, and climate fatigue across the globe. However, a key finding of the report is that almost three in five agree that if businesses in their country don’t act now to combat climate change, they will be failing their employees and customers. There is a clear belief that brands and businesses have a responsibility to fight climate change. 

Businesses often demand a level playing field so they can compete fairly, this is what clear and timely legislation and regulation brings, so that business can adapt. What we are seeing across the world is businesses lobbying for more time to adapt. Time that the planet and communities most affected by climate change don’t have. We need to put far greater pressure on business to tackle these challenges now, not in 10 or 20 years time when most of the people making decisions today will have retired.

Earth Day began as a way to get legislation in action. It was set up in 1970 as a reaction to growing concerns about environmental damage in the US. The first Earth Day saw 20 million people across the US take to the streets. This led to the US Environmental Protection Agency being set up, and environmental laws passed or strengthened. We think that brands and businesses need to see Earth Day as an opportunity to fight for real positive environmental change.

2024 will be the tipping point where legislation and regulation becomes the key driver of progress. This month, a group of 2000 women over the age of 64 won a court case against Switzerland over climate inaction. The European Court of Human Rights ruled that Switzerland’s failure to address climate change violated Swiss citizen’s human rights. 

This victory establishes a precedent – and shows that every country will be held accountable. Governments need to make significant progress towards net zero and combating climate change otherwise they risk legal action. 

Similarly over the past few years we have seen the importance in giving nature a voice, with company’s literally giving nature a seat at the table. Most recently, Aruba’s government has proposed a constitutional amendment that would recognise both that human right and that nature, on land and water, has rights to “protection, conservation and restoration of its ecosystems and biodiversity and to regeneration of its life cycles.”

These examples of legislation coming into play to fight for the future of the planet shows the power Earth Day could have. Marketing and communications has the power to change the world for the better. But we need legislation and regulation to set the framework for business, and countries, to operate to tackle the climate crisis. With ever increasing regulation, brands and businesses have a key part to play in shaping our future.

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