Their research in recent months has highlighted the level of public support for bolder climate action, and now some of the UK’s leading survey and market research firms have come together to launch a new net-zero strategy designed to help cut emissions across the industry.
A number of leading market research firms, including Kantar, Ipsos, GfK, C-Space, School of Marketing and MRS, joined forces in late 2020 to form the Insight Climate Collective, and this week the group published its first major report detailing how this works. sector. It could generate net zero emissions by 2026.
The plan, called Net Zero In Sight, calls on all research firms to commit to setting a net zero emissions target for 2026 and use their experience and skills to support the broader net zero transition.
It also invites market research firms to sign up for the Net Zero pledge, and sets out a series of recommendations on how the sector can reduce emissions from sources such as air travel and office energy use.
Specifically, the report provides guidance on how to appoint “climate champions” to businesses, report business emissions, develop a decarbonization plan, and engage employees on the need to reduce emissions.
The report also included the results of an industry survey, which found 95 percent of visionary professionals agree or strongly agree that climate change is an urgent issue. However, just over half said they do not see climate action as a priority for their organization, and a similar proportion fear that efforts to decarbonize will be too costly.
Significantly, the report recommends ways in which employers can address barriers to employee engagement, with clear guidelines and educational programs that provide more clarity about when to accept or reject briefs, and how to challenge clients to consider the climate in their work.
“We’re in an emergency like we’ve never seen before, and the time left to fix it is almost completely out,” said Jim Focus, Insight Climate Collective, founder and CEO of Firefish. “Climate Insight is determined to draw a line in the sand for Britain’s £7 billion research sector and enable our industry to pick up its weight. There is only so much any of us can do in isolation. Change will happen faster, and more effectively.” , by working together.
“We are calling on the industry to organize its own home, by partnering to eliminate emissions by 2026, while at the same time putting climate considerations at the heart of all aspects of our work and using our collective experience and skills to influence customers and stakeholders. We have an ambitious timetable for change This situation, but ambition is required in this age-defining struggle.”