Last week, the PRCA's Misinformation and the Climate Crisis Strategy Group launched its annual findings of the industry and the consumer research.

It revealed that we must be more brave and lead the way in ethical communication.

• More than 9 out of ten (96%) of PR professionals now advise their clients and colleagues to understand the climate crisis and how they can effectively communicate the part they play - up from 82% last year
• Almost half (45%) have noticed their clients or organisation attempting to greenwash, however 89% have pushed back on this and 57% managed to change the approach as a result
• Almost all (97%) said they have taken action to address the climate crisis but only 48% measure their carbon footprint
• 71% of consumers say they would stop buying from a brand if they knew it had misled its customers about having a positive environmental impact
• 57% of the general public don’t know the outcome of COP26 and a third (33%) felt the agreements made at the conference didn’t affect them

You can read my blog here and PRCA's news release and infographics here.

I mention Aura's ground-breaking Synergy Framework again and I urge small businesses and agencies to get in touch to have a chat to see how I can help you get started. The worst thing you can do is nothing! I'll help guide you and give your teams the tools to do the graft.  View the framework here and please do get in touch!