Last Friday Al Gore spoke to the world’s advertisers, creatives, clients and production companies at the Grand Audi of the Palais des Festivals in Cannes. The climate crisis is a huge, urgent, important issue, and we can all make a contribution. Al Gore argues, however, that as business communicators we can make a crucial difference.

I think it is crucial to highlight the point that we have repeated so many times: as long as the manager is measured in terms of short-term results, the only thing he or she will deliver will be short-term decisions. This is why, in the approach to sustainability, managers need new performance measurements, so that their success is related to their decisions for both the immediate and the future.