The following is an extract from our forthcoming book Climate Change, Capitalism and Corporations: Processes of Creative Self-destruction (Cambridge University Press) - out in bookshops later this year.
Corporate marketing and branding around sustainability and ‘green’ themes has undergone dynamic growth over the past decade as social concern over the environment and climate change has spiralled. Many major consumer brands – including Walmart, Ben & Jerry’s, GE, Toyota, Patagonia, Frito-Lay, Timberland, Tesco and even Shell – have embraced a ‘green’ message in their marketing.
We find ourselves in an era of what we might call creative self-destruction. We’re destroying ourselves – it’s as simple as that.
Economic growth and exploiting nature’s resources have long gone hand-in-hand, but as repeated warnings from scientists and reports such as the latest from the IPCC tell us, they now constitute the most ill-fated of bedfellows. Climate change, the greatest threat of our time, is perhaps the definitive manifestation of the well-worn links between economic progress and devastation.
Business corporations are key players in the on-going political debate surrounding climate change. In producing the goods and services of the global consumer economy, corporations are major producers of greenhouse gas emissions. However, corporations can also play a leading role in the mitigation of those emissions through increased efficiencies and the development of new technologies. As a result, the business response to climate change can often appear conflictual. ‘Corporate greening’ and innovation contrast with examples of business obfuscation and the organised funding of climate change denial (e.g. as this recent documentary outlines).