Murdoch: Neglecting green issue ‘dangerous’ for brands

BSkyB chief executive James Murdoch has warned that it might prove “dangerous” for brands and their reputations not to take action against climate change, in an exclusive interview with Marketing Week.

BSkyB chief executive James Murdoch has warned that it might prove dangerous for brands and their reputations not to take action against climate change, in an exclusive interview with Marketing Week.

Murdoch says: Our customers will care about this issue perhaps more than any other over the next decade and its right for us to be caring about what our customers care about. If youre on the wrong side of this it can be particularly dangerous for a brand. Were at a watershed moment where we have an opportunity to make a difference. If we dont we could be in real trouble.

Sky is one of eight companies to have signed up to Were In This Together strategy, a government-backed scheme that aims to reduce carbon dioxide (CO2) emissions by 25 million tonnes in the next three years.

The satellite broadcaster is introducing a technology that automatically switches off inactive Sky HD and Sky Plus boxes overnight, and Murdoch says businesses have an opportunity to make a real difference when it comes to the environment.

Were In This Together is being spearheaded by independent not-for-profit organisation the Climate Group and involves eight companies, which also include Tesco and Marks & Spencer, launching a series of products and initiatives to encourage consumers to take their own steps in tackling climate change.

The scheme, which was launched in the UK last month, is being rolled out in the US and Australia in the coming weeks, and chief executive Steve Howard adds: Being good to the environment can be good for business. The two things are completely compatible. Businesses that arent proactive in this space will lose out. It is not wise not to engage.

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