The coalition must not go soft on climate change

Britain should be playing a leading role in helping green the world.

This week, politicians, campaigners and business leaders from around the world are gathered in Brazil for the Rio+20 Summit - the biggest gathering on sustainable development since the first Earth Summit in Rio twenty years ago.  Rio+20 is a chance to chart a path to a safer, greener, more equitable economy, particularly for the world’s poorest. The government has said that Rio+20 should be a workshop not a talking shop.  But to have credibility on the international stage, it isn’t enough to talk the talk; they have to walk the walk. Sustainable development starts at home - and here the government has some tough questions to answer.

The government claims it is ambitious for change, however with the forest sell-off, a stalemate on carbon reporting, indifference to growing food and rural poverty at home, and the debate over the planning reforms, this ambition has not been matched by action. We have a Tory-led government ideologically wedded to a failed economic approach and a Chancellor who sees the environment as a barrier to growth.  The government is ignoring the voice of businesses who want regulatory certainty and is bowing to the Treasury’s anti-environment, anti-regulatory rhetoric. 

With Britain back in recession and the global economy flat-lining, it is easy to understand why the government is pushing sustainable development to the backburner – claiming it a luxury that can only be afforded when times are good. But it is precisely because we are living through tough times that we need to look to new ways to kick start the economy.  And if we wish to ensure that our children don’t have to suffer even tougher times in the future, this is an imperative.  We want our government to take a leading role in helping shape the world around us. Rising energy prices, higher food bills and changing weather patterns are inter-linked. What happens in one part of the world affects us all – whether it’s a food crisis in the Sahel in Africa or soaring unemployment in Greece – and we will only succeed in tackling them together.  Britain can and should be playing a leading role in helping shape the future of our planet. 

The UK must diversify its economy at home to drive green growth by investing in clean energy, green technology and resource efficiency.  We need a government that wants to lead the world on sustainable development, eradicating poverty and creating the green jobs and industries of the future.  Instead we have a government that is out of touch with anyone who cares about our natural environment or creating sustainable jobs for the future.

The World Commission on Environment and Development in 1987 defined sustainable development as: ‘Development which meets the needs of current generations without compromising the ability of future generations to meet their own needs.” In other words, development that is environmentally, socially and economically sustainable. The original Rio declaration in 1992 set out important goals to eradicate poverty, reduce unsustainable production and to protect the world’s ecosystems. But the 20 years since Rio have seen continued and, in many cases, growing global and domestic challenges posed by climate change and over-exploitation of natural resources.

But there is appetite for change. The last Labour government passed the landmark Climate Change Act setting a target to reduce our carbon emissions by 80 per cent by 2050, the growth in fair trade products and the level of public support for campaigns like Make Poverty History are all signs that change is possible. Last year, over 600,000 people signed the petition against the government’s plans to sell off our public forests, a clear demonstration that the British public don’t share the government’s laissez-faire attitude to our natural world.

The Labour Party has a long legacy of leading the way in international development and campaigning to protect our natural environment. The government should seize the opportunity of Rio to help create new, sustainable jobs and growth in low carbon and environmental industries.

Mary Creagh is the shadow environment secretary, Caroline Flint, is the shadow climate and energy secretary, and Ivan Lewis is the shadow international development secretary

SERA the Labour Environment Campaign has today published a collection of essays on Rio+20 and the challenges of sustainable development with contributions from Mary Creagh (Shadow Environment Secretary), Caroline Flint (Shadow Energy Secretary), Ivan Lewis (Shadow International Development Secretary), Linda McAvan MEP, Richard Howitt MEP and others.

Environmental activists march during a demonstration against the forest code and the Belo Monte Hydroelectric plant construction, in Rio de Janeiro. Photograph: Getty Images.
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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA