As usual, the end of the year is the occasion for everyone to look back and wrap up to measure the good and less good points. So that for the New Year, we are ready for a fresh start, with a bunch of listed (classical) resolutions made up to appease our mind and hold conversation in society: “start sport”, “be nicer to people”, “help poor people” etc. For this Campaign issue (2016 New Year issue), to the question “What happened in 2015 for sustainability?” I would answer “A lot of things” and to the question “What should we expect for 2016?” I would say “Hopefully to see some resolutions to come true”. Why? Well I invite you to read further.

Source: COP21 Climate Change Conference – FRANCE BLEU

COP21: a covered event
No this is not a sport competition, but the 21st UN climate Conference of Parties. Held in Paris, this conference, aimed to find a global agreement to limit the effects of climate change. After almost 2 weeks of debates and negotiations, the COP21 reached a global agreement. However, the agreement appears to not be legally binding especially in case of failures: no sanction applied. Besides, this agreement will enter into force in 2020 only if it is ratified, accepted or approved by at least 55 countries accounting for 55% of global Greenhouse Gases (GHG) emissions. Nevertheless, at any time after 3 years from the date on which the agreement has entered into force for a country, that country may withdraw from the agreement by   giving written notification.
On the ad side, on the eve of the COP21 there was an “ad-hacking” by the group Brandalism, who put 600 modified ad-posters in Paris pointing out at some of the event’s sponsors, following some noticeable pollution scandal.
But let’s look at the bright side; this international event has enabled wide media coverage about sustainability issues!

Blackfish: a trend setter?
In my previous articles I have presented you a must-see documentary: Blackfish (2013). If you have not seen it yet, your curiosity might have been or might be tickled now while reading this article. Last November, SeaWorld announced the phase out of its orca shows! Millions spent to push back the documentary’s allegations could not weigh much against rising protests and attendance decline. After The Cove (2009) release there was not such aftereffects… So could we expect and see changes elsewhere now? For example after the release of the documentary film The True Cost (2015) directed by Andrew Morgan, which is exploring the impact of fashion on people and the planet? In January 2015, the Norwegian reality TV show Sweatshop Deadly Fashion was quite of a subject in media on fashion topic, since it was a reality TV putting fashion bloggers in a sweatshop in Cambodia. Changes to expect in fast fashion retailing? We shall see… Let’s end this paragraph on a positive note with the French documentary Demain directed by Cyril Dion and Mélanie Laurent, also released in 2015 and quite promoted during the COP21 in France. This documentary is like a compilation of solutions and actions suggested by people already applying what they suggest (yes such people exist!). In a way, everything is not new since some solutions and actions have already been presented in other and prior documentaries. However, instead of being gloomy, Demain provides some hopes in humanity.

True Cost and Demain

Source: The True Cost documentary film poster (left) – Demain documentary film poster (right)

Hulk is green
“100%”, a campaign promoting energy transition has been launched last summer by Mark Rufalo. Maybe such initiative will support widespread of green commitment? Especially when the Hulk himself supports it…

Mark Rufalo


And so what for 2016?
Well, when you see that KIMOJI’s App was largely covered in the media to see if yes or no the app broke the App Store… You see that our society appears to be still capable of caring about… light topics.


Source: KIMOJI – BBC

No come on there were positive things, for example in gender stereotypes. The Spanish company, Toy Planet issued its toys catalog last November with girls handling tools, or boys pushing a stroller; going on with its position in promoting neutral marketing for toys and fight gender stereotypes. In France, the retailer Super U had done this in 2012, and for 2015 it has launched a TV campaign aiming at having a Christmas without clichés.

To wrap it up, a lot of things happened… But let’s be honest, the resolutions list has not changed much. So we still need to make it up!