Framing the Climate Burden: Advertising’s Role in Shaping Responsibility Narratives
Juhi Vaishnavi *
University of Lucknow, Lucknow, India.
Jyoti Bhargava
National P.G College, Lucknow, India.
*Author to whom correspondence should be addressed.
Abstract
Background: Climate change is one of the most pressing issues of the present era, and corporate sustainable advertising is increasingly presenting itself as one of the solutions to it. Brands across industries such as technology, aviation, and fashion are using sustainability-themed advertising to highlight their climate pledges and meet customer demands. However, critical research has shown that these campaigns frequently shift accountability from systemic participants such as governments, businesses, and industries—to individual consumers. In certain situations, this individualization of accountability can lead to climate fatalism or public disengagement by fostering feelings of inadequacy.
Objective: This paper explores the framing of climate responsibility in contemporary corporate advertising, focusing on media and digital campaigns published between 2021 and 2024. It examines how advertisements construct narratives of responsibility, the solutions they highlight, and the emotions such as guilt, empowerment, or hope—that they mobilize to influence viewers.
Methodology: Using qualitative content analysis, the study analyzes fifteen well-known campaigns by multinational corporations. The analysis also considers how corporate sustainability pledges and celebrity endorsements may either strengthen or weaken the credibility of these campaigns.
Theoretical Framework: The paper situates its findings within broader discussions of greenwashing, framing theory, and consumer culture and identified three frames- Empowered Individual Action, Redemptive Consumption and Corporate Allyship offering both theoretical insights and ethical reflections on how responsibility for climate action is communicated.
Implications: This study aims to advance understanding of how climate communication in marketing shapes public perceptions of systemic versus individual action. It provides practical implications for policymakers, regulators, and marketers while calling for a reconsideration of how advertising frames climate responsibility—to foster collective engagement rather than disengagement.
Keywords: Climate communication, responsibility framing, advertising and marketing, individual vs. systemic responsibility, climate change